Internet marketing strategy for furniture industry: A research based ergonomics sofa

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.