Abstract
Consumers have become smarter therefore smart techniques are required to grab their paramount interest toward a particular product or service. Since advanced information communications technologies (ICTs) have radically changed the business operations whereas marketing paradigm is also dramatically transformed the promotional tactics by utilizing innovative ICTs. Corporate and researchers still believe that more work is required to unveil the role of evolving ICTs in boosting the marketing communications to attract the consumers in today’s era. Our study investigates the nexus between e-marketing (eM) model and consumers’ impulsive buying tendencies (IBTs) using two core streams, i.e., cognitive and affective tendencies drawing on theory of planned behavior (TPB). The key findings illustrated that eM has positive influence on consumers’ IBTs (i.e., cognitive and affective). In addition, comprehensive linkages affirmed the positive connection of each dimension of eM, i.e., mobile marketing, email marketing, and internet marketing on consumer’s IBTs.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
