Review of Related Literature and Studies

The purpose of this quantitative multiple case study was to know The Impact of Internet Connectivity on
Marketing Strategies used by Online Shops. The overarching research Question for this study was: What
impact has the internet had on marketing strategies?, What is the impact of online marketing strategy in
the marketing plan of the online shops in Marawi City?, and What online marketing strategies are most
effective or beneficial for the online shops in Marawi City to address this research question, I reviewed
literature on case study analysis, innovation theories, online marketing strategies, social media
marketing strategies, technology advancement strategies, traditional marketing strategies, and online
marketing strategies to assist online shops in increasing the profitability of online business.

Online marketing strategy is a valuable tool for online businesses and consumers. Erdur (2016) posited
online marketing could be considered the foundation of the web economy. Rogers (2003) identified the
value of online marketing for small business retail and online businesses leaders aligns with the diffusion
of innovations theory. In this review, I related extant literature to the success of the innovation process,
productivity, advantages, and economic growth. To reach a broader range of customers, business
leaders should gain and use knowledge with current technologies and concepts of online advertising
(Gaikwad & Kate, 2016).

The Economics of Slow Internet Connectivity in the Philippines, a study by Arno Azcarraga and Paul John
Peña, found that the Internet is a factor enhancing which contributes to a greater level of output.
Internet access, regardless of quality or speed, is a necessary condition for increasing productivity, but it
may not be enough because quality is a sufficient requirement for boosting productivity. A high-quality
internet connection would boost overall productivity. Internet connectivity remains to be problematic in
the Philippines. According to Azcargga and Peña (2019), Internet connectivity in the Philippines should
be intended to increase the number of businesses connected to the Internet, boost Internet speeds, and
improve the quality of the Internet. They recommend some strategies such as demand creation for
connectivity, telecommunication tax reliefs, competition in the telecommunication industry, and
increased infrastructure to address such concerns. Hence, The Philippines government must examine
the problem of Internet connectivity, as the study demonstrates the relevance of good internet
connectivity in productivity.

Effects of internet marketing strategies on sales

The researcher sought to establish the effects of Challenges Facing internet marketing strategies has
put in place. The study Showed 30% (17) Market Share 25% (14) Operation Costs 17% (10), Competitive
Advantage 21% (12) Quality of service delivery 7% (4) Employee Workforce Internet buyers have fewer
security worries, appreciate the quickness and flexibility of internet buying and see the web as making
buying easier (Ronald Goldsmith, 2002).A good Internet marketing strategy clearly communicates a
firm’s unique selling proposition, or the unique collection of benefits that creates value for its
customers.(Pan-Western E-Business Team, 2005).Computer scientist Ramesh Sitaraman has asserted
that Internet users are impatient and are likely to get more impatient with time. In a large-scale research
study that completed in 2012 involving millions of users watching videos on the Internet, Krishnan and
Sitaraman show that users start to abandon online videos if they do not start playing within two
seconds.
Internet Advancement Strategies in Business

The capabilities of a company often determine the success of the organization (Ragab, 2016). Alford and
Page (2015) stated that small businesses use Web 2.0 to possess sustainable competitive Advantages.
Alford and Page further postulated minimal marketing techniques center on technology barriers, action
research h, financial limitations, and lack of Web 2.0 experience. Chong, Li, Ngai, Ch’ng, and Lee (2015)
explored the challenges organizations encounter globally in marketing and the constant changes in
customer satisfaction.

In the research study, Boughzala (2016) noted that leaders should plan web-based social media efforts
to create income and to build branding for increased consumer activity. Furthermore, advertising via
Web 2.0 is a path for entrepreneurs to advance the business image and to increase product awareness
(Boughzala, 2016). Mobile payments and social media implementation are technology-based methods
and build customer relationships. Mobile retailing is a new power for consumer buying and allows high-
speed connections, availability, and pleasurable Shopping experiences for consumers (Pantano &
Priporas, 2014; Prado, 2016). J . The concept of electronic retailing provides companies with a platform
of technology and information to use as a competitive marketing weapon (Hassan, Nadzim, &
Shiratuddin, 2015; Schaupp & Belanger, 2014).

By adding social media as an advertising platform, businesses build social relationships and
opportunities for growth in multiple demographic areas (Oyza & Edwin, 2016; Talafuse, 2015). Factors
associated with consequences are the electronic word of mouth (EWOM). EWOM is a marketing method
of communication for influencing customers. With proper resources, specific guidelines, and best
practices, EWOM marketing is a credible low-cost option for online business leaders (Reimer &
Benkenstein, 2016). Consumer-generated feedback such as EWOM will increase online presence,
increase communication, and increase revenues (Grossberg, 2016). The benefits noted in the study
revealed a decrease in negative customer reviews, customer service feedback, inferior products, and
loss of communication (Tariq et al., 2017). .