Factors managing the effective diffusion of information: A case study

Abstract

The purpose of this study is to examine the factors that control effective information diffusion in internet marketing, particularly in the Business Process Outsourcing (BPO) industry. It is believed that in the digitalization age, to remain competitive in the business it is important to have a competitive advantage in internet marketing. The literature review shows some important factors that tend to have a greater impact on information diffusion thus the researcher designed the hypothesis based on the following variables; Relevancy, Clarity, Dependency, Responsiveness and Customer Relations. All these were examined to find out their impact on the dependent variable of the study that is Effective Information Diffusion. To gather the information on this issue, a quantitative research is conducted to carry out. The primary data has been attained through a Five-Point Likert scale questionnaire that had close-ended and structured questions relating to all the variables of the study. The results explained that Relevancy, Clarity, Dependency and Responsiveness have a significant impact on effective information diffusion in internet marketing in the BPO industry. However, the sig. value of customer relations, all tested through Linear Regression shows no impact on effective information diffusion.