E-marketing Practices and Consumer Patronage: A Conceptual and Extant Literature Approach

Abstract

The study examined e-marketing practices and consumers patronage using conceptual and extant literature approach, The objectives of the study are to; examine how website pattern influence consumer patronage, how internet security relates to consumer patronage, ascertain the relationship between Search Engine Marketing and consumer patronage and examine the influence of social media marketing on consumer patronage. The study carried out an extensive and in-depth review of extant literature on existing relationships amongst the independents and the dependent variables of the study to establish if a relevant relationship exist. The results showed that website pattern, internet security, Search Engine Marketing and social media marketing are positively related to consumer's patronage. The study concludes that all the independent variables examined in the study relate to consumer patronage positively. Website's visitors need to complete the task efficiently so as to obtain information or conduct a transaction in an appropriate manner. Also, Social media marketing is one essential technique in electronic marketing because it enables firm to use social media to disseminate their messages to their target audience without paying for the distribution.