Abstract:The purpose of this paper was to develop a usage model for interactive technologies for university marketing strategies, using a combination of the task technology fit (TTF) model and the information systems acceptance (ISA) model. Interactive technologies enables the universities to inexpensively engage their customers in one-to-one. Over the years relationship marketing has emerged as a popular new paradigm in marketing. It has been proposed as the newest mainstream school of thought in marketing, beyond the… Show more
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