“…The two-way communication capability cements the customer-firm relationships (Lancioni, Smith, & Oliva, 2000). With these characteristics, the Internet and the digital channels provide many new opportunities for the marketer to vary each of the four strategic elements of the marketing mix: Product, Promotion, Price and Place (Chaffey et al, 2009;Rajh & Dosen, 2010). This influence is especially recognised by many researchers in marketing communications as a topical variation of Promotion (Andersen, 2001;Chaffey et al, 2009).…”