Purpose Websites are the most important element of company strategy in the digital space. Therefore, establishing strategic management of online business is essential to improve firm connectedness and competitiveness and to achieve global company reach. This paper aims to propose the analysis of technical and content quality of websites to identify the main weaknesses and strengths of online business. Design/methodology/approach An innovative measurement instrument called IWebQEI is designed to measure web quality level. This instrument is validated with data from 104 international companies. The results are used to verify whether there are quality differences between informative and e-commerce websites. Findings The main findings indicate that e-commerce websites achieve greater levels of technical and content quality than informative sites, and companies implementing e-commerce pay more attention to the content quality dimension. In contrast, companies using an informative website are more focused on the technical quality dimension. Based on these results, practical insights are offered to improve the strategic management of e-commerce. Originality/value Few studies have focused on analysing the technical and content quality of websites to identify the main weaknesses and strengths of online business. The results offer important theoretical and practical contributions for companies on how to manage their website to improve firm connectivity and competitiveness.

The rise of social networks coupled with the new consumption habits are the triggers of the appearance of influencers. The connection between influencers and customers and the influence they exert on them through social networks is of great interest to implement an up-to-date marketing communication strategy. Influencers are creating a new way to reach customers through the generation of customer-to-customer communication (C2C), which can be exploited by companies through the sponsorship of some contents. In this sense, the main goal of this research is to analyze if there are differences between sponsored and non-sponsored influencers' videos in terms of engagement and other variables. Data used for this study have been manually collected from three different YouTube channels (from the category How to & Style) using statistics offered by YouTube and behavioral information about the interactions users/social media. The results have interesting implications for the marketing communication strategy.