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This paper is a theoretical study of the concept of website personality and its importance to the digital marketing world. A lot has been written about the different facets of online marketing, a very dynamic field of study. Internet marketing means different things to different stakeholders- for those in web development and technology integration, Internet marketing is concerned with building robust web sites, for the marketers and those in advertising, it is about impact on prospects and customers so as to drive the web-traffic towards the brand/website. But the web site is an important platform for each one of them. But what is it about the web site that is to be considered important from all these perspectives? Do web sites also have a personality?
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