http://www.iaeme.com/IJM/index.asp 439 editor@iaeme.com International Journal of Management (IJM) Volume 11, Issue 3, March 2020, pp. 439–448, Article ID: IJM_11_03_047 Available online at http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=11&IType=3 Journal Impact Factor (2020): 10.1471 (Calculated by GISI) www.jifactor.com ISSN Print: 0976-6502 and ISSN Online: 0976-6510 © IAEME Publication Scopus Indexed EFFECTIVENESS OF ONLINE MARKETING AND ITS DETERMINANTS: MARKETERS’ PERSPECTIVE Veluchamy Ramanujam Associate Professor, Bharathiar School of Management and Entrepreneur Development (BSMED), Bharathiar University, Coimbatore, Tamil Nadu, India Picthai Parthiban Research Scholar, Bharathiar School of Management and Entrepreneur Development (BSMED), Bharathiar University, Coimbatore, Tamil Nadu, India Kasilingam Lingaraja Assistant Professor, Department of Business Administration, Thiagarajar College (Autonomous), Madurai, Tamil Nadu, India ABSTRACT The present study aims to the profile of the marketers, their e-marketing behavior and its antecedents and the service quality in online marketing and the factors leading to the successful implementation. And also the effectiveness of online marketing, its determinants and its consequences, causes for service failure in online marketing and the expected service quality in online marketing. In total 535 marketers were identified. Out of the 535 marketers only 392 marketers responded the questionnaire given to them. Hence the sample size of customers came to 392 had been used to collect the data. The present study conclude that the level of EE adoption have a significant impact on the rate of implementation of online marketing. The important antecedents to implement online marketing are convenience, merchandize, interactivity, reliability, navigation, and promotion. Key Words: Online Marketing, Service Failure, Expected Service Quality JEL Classification Code: M15, M31, O32, Z33 Cite this Article: Veluchamy Ramanujam, Picthai Parthiban and Kasilingam Lingaraja, Effectiveness of Online Marketing and its Determinants: Marketers’ Perspective, International Journal of Management (IJM), 11 (3), 2020, pp. 439–448. http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=3 1. INTRODUCTION On line communication can enhance efficiency in many ways. In the content of sales performance and customer satisfaction, information flows facilitated by e-businesses can help