INTERNET MARKETING IN SOUTH KOREA

INTERNET MARKETING IN SOUTH KOREA

Introduction

Internet marketing has increased globally with more nations adopting the Information Communication Technology (I.C.T) in business sector. Due to high reliance on internet in working and lifestyle, consumers are opting to purchase and order goods online and pay through online banking systems which also have been introduced. According to Nielsen Company (2012), online shopping of food and beverages worldwide have increased to 44% in the last two years whereby 6 out of 10 internet users searching for grocery shopping. Overreliance on internet use has offered an opportunity to marketers’ to expose their products to potential consumers especially at international level. Traditionally consumers portrayed a homogenous behavior in the purchasing of consumer products but internet have changed this trend as much of consumers starts to purchase goods internationally especially in Asia.

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Shane, W., Marilyn, J. & Wickaramasekera, R. (2012). The internetalization of information, knowledge and interaction components of the firm’s internationalization process. Journal of marketing Management, 28(5-6), 733-754.

Sinkovics, N., Jean, R. & Sinkovics, R. (2013). The  Internet as an alternative path to Internationalization? International Marketing Review, 30(2), 130-155.