Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations

by Donna Hoffman and Thomas Novak

This paper addresses the role of marketing in hypermedia computer-mediated environments (CMEs). Our approach considers hypermedia CMEs to be large-scale (i.e. national or global) networked environments, of which the World Wide Web on the Internet is the first and current global implementation. We introduce marketers to this revolutionary new medium, propose a structural model of consumer behavior in a CME that incorporates the notion of flow, and examine the set of consequent testable research propositions and marketing implications that follow from the model.

http://sloan.ucr.edu/blog/uploads/papers/Marketing%20in%20Hypermedia%20Computer-Mediated%20Environments-Conceptual%20Foundations%20%5BHoffman,%20Novak%20-%20July%201995%5D.pdf