Web-Marketing Triggering Entrepreneurial Behaviour (original) (raw)

This study has as main objective, to evaluate the role of Web-marketing as a fundamental element in the relation with the client that contributes to the entrepreneurial affirmation of a company. This study considers the consumer perception regarding the strategies used in Digital Marketing, the evaluation, the satisfaction, the trust, the fidelity and loyalty of online consumers. As a methodology, 405 respondents took part in the survey using an online questionnaire. The customer's sense of satisfaction is closely related to their trust in the brand, in a process that materializes in the creation and maintenance of long-term relationships. As online consumers become savvier, their confidence increases, and they tend to buy more and become less concerned about uncertainty, customer trust becomes crucial and presents itself as customer fidelity. This is how trust minimizes insecurities about consumer risk and safety and encourages them to participate in online actions. On the othe...