The integrated web-based marketing communication model: a South African case study

This paper proposes an integrated web-based marketing communication (IWMC) evaluation model, applied to a South African institution. In the first section, internet development in South Africa is explored, integrated web-based marketing communication is conceptualised and the theoretical assumptions of integration are related to web-based communication. The second section presents the methodology of the investigation, the analysis of the data and the results of the case study. The IWMC evaluation model is finally assessed and its applicability as a tool for the assessment of web-based marketing communication integration briefly discussed.