The relevant literature has traditionally suggested different perspectives or aspects of ICTs that
must be considered in their study (Brady et al., 2002). From an economic and management viewpoint,
ICTs have been regarded as: (1) a social construction; (2) an information provider; (3) an
infrastructure – hardware and software; and (4) a business process and system. From a marketing
point of view, ICTs have also been viewed as: (1) a variety of separate applications (Internet, databases,PowerPoint); (2) a marketing channel; (3) a communication/promotional medium; (4) a
marketing technique; and (5) a tool for relationship marketing.