Internet Marketing Strategy for Furniture Industry: A Research Based Ergonomics Sofa
The objective of this paper is to reveal the awareness of ergonomics as part of internet based marketing strategy in furniture industry. Based on Actor Network Theory (ANT), this study believes that internet marketing is an object that links buyer and sel
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Abstract The objective of this paper is to reveal the awareness of ergonomics as part of internet based marketing strategy in furniture industry. Based on Actor Network Theory (ANT), this study believes that internet marketing is an object that links buyer and seller. Empirical study of previous practices has failed to indicate common use of ergonomics term in this research area of marketing strategy. Most of the marketing strategy literature in furniture industry has focused more on aesthetic than ergonomics issues. Therefore, this study utilized qualitative research to analyze the use of ergonomics term in the websites for marketing strategy. This study has identified 33 websites of furniture industry to address the issues using purposive sampling technique and content analysis. The finding shows the ergonomics term is not a common exposure in the websites of furniture industry. It confirms the lack of awareness about the utilization of ergonomics term in the companies’ websites. This research recommends that future marketing strategy should highlight the ergonomics issues in the company’s website in order to promote public health. Hence, this new knowledge suggests that the furniture industry should be more health conscious. Furthermore, future research can also focus on other tools of digital marketing strategy. Keywords Furniture industry
Digital marketing strategy Ergonomics sofa
S. Ismail (&) A.R. Ismail K.A.M. Daud N.Z. Khidzir Faculty of Creative Technology, Universiti Malaysia Kelantan (UMK), Locked Bag 01, 16300 Bachok, Kelantan, Malaysia e-mail: [email protected] A.A.A. Rahman Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan (UMK), Locked Bag 01, 16300 Bachok, Kelantan, Malaysia © Springer International Publishing Switzerland 2017 J.I. Kantola et al. (eds.), Advances in Human Factors, Business Management, Training and Education, Advances in Intelligent Systems and Computing 498, DOI 10.1007/978-3-319-42070-7_53
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1 Introduction The objective of this paper is to reveal the awareness about public health in digital marketing strategy of furniture industry. Based on Actor Network Theory (ANT), this study believes that internet marketing is an object that links buyer and seller. Empirical study of previous practices has failed to indicate common use of ergonomics term in this research area of marketing strategy. Most of the marketing strategy literature in furniture industry has focused more on aesthetic than ergonomics issues. This paper argues that empirical study of previous practices has failed to indicate common use of ergonomics term in the research area of digital marketing strategy. This is based on the literature search run on the Web of Science database. A simple search using the terms “furniture” and “digital marketing” and “ergonomics” returned no results. The paper addresses the following question: • How extensive is the terms of ergonomics or health related being used in the websites of furniture industry? The methodology of this stu
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