Identification and Analysis of the Factors Behind the Increased use of Integrated Websites Targeting an International Audience

With the increased use of organisations using the internet to promotion themselves, a number of implications arise, particularly when aiming for a global market. This paper discusses how organisations are using the internet globally and discusses marketing, societal and practical implications of doing so. The paper discusses the use of IMC in an international context and issues with innovation adoption, in addition to discussing how an understanding of a global market is necessary. Factors such as global internet adoption, and societal factors driving the increased use of web sites internationally are discussed. This literature review concludes with some areas for further research.