Abstract
What is the nature of advertising on the world wide web? Is it the same as it has been throughout the industrial revolution -- using the print medium, then radio, and then television? Or has it changed in a way that is fundamentally different? This paper traces the evolution of global electronic commerce, and advertising approaches that are sprouting at a fast pace. Based on actual examples and some published articles, this paper concludes that internet is truly becoming a catalyst for a paradigm shift in the way advertising of products and services is being done and will be done in the future.
Recommended Citation
Palvia, Shailendra and Vemuri, Vijay, "Advertising Globally on the Internet: New Paradigm or Old Wine in New Bottle" (1999). AMCIS 1999 Proceedings. 112.
https://aisel.aisnet.org/amcis1999/112