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.
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Acknowledgments
The authors would like to thank Global Entreprenership Research Institute (GERIC) of Universiti Malaysia Kelantan (UMK) for funding the research that has provided the data used in this paper. We are also indebted to Nur Adilah Azaha and Wan Nailiya Wan Alias for their assistance in the general work of the research.
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Ismail, S., Rahman, A.A.A., Ismail, A.R., Daud, K.A.M., Khidzir, N.Z. (2017). Internet Marketing Strategy for Furniture Industry: A Research Based Ergonomics Sofa. In: Kantola, J., Barath, T., Nazir, S., Andre, T. (eds) Advances in Human Factors, Business Management, Training and Education. Advances in Intelligent Systems and Computing, vol 498. Springer, Cham. https://doi.org/10.1007/978-3-319-42070-7_53
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