Effectiveness of an Interactive Marketing Platform in Taipei

While the promises of digital media does seem alluring from a marketing perspective, the authors contend that a lot of innovation in the field relies too much on practical assumptions. By focusing on a novel interactive marketing platform, the authors develop a sophisticated theoretical framework, facilitating a thorough analysis, which sheds some much needed light on the effectiveness of digital marketing. Theories and concepts as diverse as technology acceptance, consumer attitudes and modularity and customisation are included in the research. By conducting the vast majority of primary research personally in Taipei, the authors' analysis delivers recommendations to not only theorists in the field of digital marketing but to practitioners as well. This book contains the master thesis of the two authors in its original form as submitted to the Copenhagen Business School in the fall of 2009 under the supervision of Associate Professor, Juliana Mikkola. It was subsequently awarded the highest grade for exceptional achievement.