Research Information System
17th Conference on Advanced Information Technologies for Management, AITM 2019, and the 14th Conference on Information Systems Management, ISM 2019, held as part of the Federated Conference on Computer Science and Information Systems, FedCSIS 2019, Leipzig, Germany, 1 - 04 September 2019, vol.380 LNBIP, pp.27-41
The main aim of this article is to identify customers’ opinions concerning the place, role and influence of electronic marketing tools on making purchases on the Internet. The authors have applied the division of e-marketing into its traditional and electronic forms, on desktop computers and mobile devices, which was significant due to diversified opinions of clients concerning its use. The studies have been carried out with the application of a CAWI method examining a convenient, randomly selected sample of clients who are active in the Internet. The studies were aimed at evaluating specific e-marketing media and techniques which, in the customers’ view, influenced shopping on the Internet. In particular, the respondents commented on the advantages, disadvantages and benefits resulting from the application of e-marketing on mobile devices. The conclusions and recommendations from the study may contribute to better use of these factors in order to facilitate consumers’ purchases, not only in the Internet.