Exploring the Impact of E-Marketing on Consumers' Online Cognitive and Affective Tendencies in Developing Nations

Aim/Purpose: The current study investigates the relationship between mobile and email marketing and consumer impulse buying tendencies in Pakistan. Background: Technology has become a primary driver for all business operations, which has dramatically transformed the wireless communications marketing paradigm. However, researchers have claimed that further inquiry is still needed to explore the role that distinct and emerging global technologies have on marketing communication strategies. This study explores the linkage of mobile and email marketing on consumers’ impulse buying behavior in Pakistan. Methodology: Primary data were collected through the distribution of 1000 questionnaires among students of different universities within two provinces of Pakistan: Punjab and Khyber Pakhton Khan (KPK). The study was conducted between November 2016 and March 2017. The authors received back 950 surveys, which is a very significant rate of return (95%). Of those submitted, 900 surveys were deemed eligible for analysis after improper documents were eliminated. Structure equation modeling (SEM) was utilized to test the study’s hypotheses. Contribution: This study assists organizations in improving marketing campaigns by focusing more on mobile devices (m-devices) and email medium to better comprehend consumers’ assessment processes at a lower budgetary cost. Such digital considerations could provide innovative possibilities for marketers in approaching their target market by adopting novel methods for information sharing. Findings: The findings revealed a positive association between mobile and email marketing on consumers’ impulse buying tendencies. The comprehensive analysis affirmed; however, there is a higher positive relationship of mobile marketing results compared to email marketing outcomes. There are favorable benefits in considering such emerging methods in marketing communications as promotional strategies are considered by organizations. Recommendations for Practitioners: Marketers are encouraged to evaluate the potential of using both emerging mediums to take advantage of consumer impulse buying habits where m-devices and emails approaches are utilized. Future Research: Future inquiries might examine the global influence of m-devices and email technology toward other buying tendencies of consumers: exploratory, online, variety seeking, habitual, and other emerging complex on-demand buying behavior.

This study examines the influence of product diversity, price, and word of mouth on impulse buying tendencies during the COVID-19 pandemic. The study also explores the role of purchase intention as a mediator in this relationship. The research method employed is both descriptive and causal, with a quantitative approach and primary data collection through interviews, observations, and questionnaires. The sample population consists of consumers of Bluder Cokro Madiun, selected using purposive non-probability sampling. The study employs SEM using PLS to analyze the data and determine the mediating effect. The findings reveal that product diversity has no significant impact on purchase intention, while price and word of mouth have a positive and significant influence. Furthermore, purchase intention positively and significantly affects impulse buying tendencies. This study makes a significant contribution to the knowledge of consumer behavior during the COVID-19 pandemic. The research findings provide insights into how product diversity, price, and word of mouth affect consumers' impulse buying tendencies, and the role of purchase intention as a mediator. This study's findings are valuable for producers and marketers in formulating effective marketing strategies and pricing policies that align with consumer behavior during pandemics. Consumers can also benefit from this study by gaining a better understanding of how their purchase decisions are influenced by product diversity, price, and word of mouth, and their implications for impulse buying. Overall, this study has important practical implications for the marketing industry, particularly during times of crisis.

The purpose of this study was to develop an explanatory model of impulse buying that addressed antecedents of impulse buying. For this research, impulse buying was defined as an unplanned, hedonic purchase that follows a sudden urge. Impulse buying reflects a rapid decision in response to a stimulus reflecting little cognitive consideration and disregard for consequences. Donovan and Roissiter (1982) suggested that a pleasant store environment (S) causes shoppers’ positive emotional states (O) and this in turn, yields shoppers’ approach behaviors (R), that is, a desire to remain in a store and explore its offerings. Applying this idea to impulse buying suggests that there are environmental stimuli in a store that could impact shoppers’ impulse buying tendencies and that individual shopper characteristics could moderate the influence of these environmental influences. Therefore, environmental influences on impulse buying and personal characteristics of impulse buyers were examined in a modified stimulus-organism-response (S-O-R) framework. Environmental stimuli (i.e., ambient factor, aesthetic factor, layout factor, excitement factor, promotion factor, sales associate factor) were predicted to influence shoppers’ mood and subsequently, contribute to impulse purchases. In addition, specific shoppers’ characteristics (i.e., lack of control, extroversion, innovativeness, hedonic consumption tendency, impulse buying tendency) were predicted to moderate the relationship between environmental stimuli and shopper’s impulse purchases. Data was collected from a convenience sample of 299 undergraduates at two Midwestern universities in the United States. Participants were asked to complete the questionnaire immediately after they had gone shopping for apparel, shoes, or accessories. Participants answered questions on their purchase, perceptions of the store environment, mood, and personal characteristics. Most of the participants were females (93.3%), aged between 18 and 23 (92.6%). They were never married (95.8%) and Euro American (83.5%). Participants’ impulse buying reflected pure impulse buying (28.3%), suggestion impulse buying (20.3%), reminder impulse buying (34.1%), and non-impulse buying (17.4%). Approximately 40 percent of the participants classified their purchase as either very impulsive or impulsive. The prices of the items that participants purchased ranged from $1 to $319 (m=$ 45). Participants purchased an item of apparel (65%), shoes (21%) or accessories (14%). Hypothesis 1 predicted that specific store environmental stimuli are associated with the perceived impulsiveness of a purchase. Only the relationship between store layout and impulsiveness of purchase was significant (t=3.30, p<.01) with a path coefficient of .20. Hypothesis 2 posited that shopper’s mood will be attributed to specific store environmental stimuli. The ambience, excitement, and sales associate variables had significant relationships with participants’ mood. The path coefficient was .27 (t=4.77, p<.01) for the relationship between store ambience and mood, .29 (t=4.83, p<.01) for the relationship between store excitement and mood, and .18 (t=3.11, p<.01) for the relationship between sales associate and mood. Hypothesis 3 proposed that the perceived impulsiveness of a purchase is associated with shopper’s mood. There was a significant relationship (t=4.01, p<.01, path coefficient of .24). The more positive the reported mood of participants, the more they perceived their purchases as impulsive. Hypothesis 4 predicted that specific participant’ characteristics (i.e., lack of control, extroversion, innovativeness, hedonic consumption tendency, and impulse buying tendency) would moderate relationships between store environmental cues and the perceived impulsiveness of their purchases. A specific characteristic of participants, lack of control moderated the relationship between store layout and the perceived impulsiveness of their purchases. Our findings supported the proposed research framework, the stimulus-organism-response (S-O-R) model; positive emotional responses (O) resulted in approach behaviors (R), an impulse purchase. As reflected in the model, specific store environmental stimuli (S) such as ambiance, excitement, and sales associates were a significant positive influence on shoppers’ mood during shopping. The findings supported the existence of a direct relationship between a store environmental stimulus (S), store layout and a consumer approach behavior (R), impulse buying. Store aesthetics and promotion were not associated with either participant’s mood or impulse buying. A personal characteristic, lack of control moderated the relationship between store layout and impulse buying. Clearly our findings point to the importance of store layout when shopping for fashion related items. In addition, providing entertainment that enhances the hedonic and the experiential value of the store experience can influence young adult consumers. Since consumers’ mood at the point-of-purchase may be influenced by interactions with sales associates, sales associate training to enhance the consumer experience should not be neglected.

I investigated whether or not the components of the technology acceptance model (TAM), such as cognitive and affective factors, could predict impulse-buying tendency and shopping attitude in a mobile shopping environment. Participants were 234 consumers who had experience of mobile shopping. I conducted this survey using an online survey system provided by a research company. Results showed that cognitive absorption as an affective factor (intrinsic motivation) was related positively to cognitive factors (extrinsic motivations). In addition, cognitive absorption had a significantly positive influence on impulse-buying tendency. Among cognitive factors of the TAM, perceived usefulness affected impulse-buying tendency positively; however, perceived ease of use did not significantly influence impulse-buying tendency. Lastly, I found impulse-buying tendency affected mobile shopping attitude positively. My results suggest that showing an impulse-buying tendency in a mobile shopping environment has a positive impact on shopping attitude.

The rapid growth of technology advancement in Malaysia enabled Malaysian consumers to browse and purchase products or services from online stores. Consequently, the shopping trend has been changing significantly from the physical store to online stores. Therefore, it is important to identify the determinants of the consumers online purchase intention. The objective of this research is to examine the relationship between impulsive buying tendency and perceived risk towards online purchase intention among Malaysian women. In order to investigate this relationship further, the mediating effect of shopping enjoyment was examined on the relationship between impulsive buying tendency and perceived risk towards online purchase intention among women online buyers in Malaysia. The study employed an online survey among women in Malaysia and the data was analyzed with SPSS. The results indicated that only impulsive buying tendency to be significant while the perceived risk was insignificant. Additionally, a partial mediation of shopping enjoyment was found between impulsive buying tendency and online purchase intention only and the same for perceived risk was unable to be retained. This findings have further supported the Theory of Planned Behaviour which claim that human will analyze the available information on hand and make a logical, reasoned decision to engage in specific behaviors. In this study, it was proven that consumers will make an impulsive purchase with the stimulation effect of shopping enjoyment. The research also discussed theoretical and managerial implications and ended with suggestions for future research.

The rapid adoption of internet and related technologies as a promotional tool has made it imperative for firm’s marketing plan. As internet presence is essential for a firm survival, so it has changed the way of doing businesses altogether. In this study, we empirically checked the four dimensions of electronic marketing (electronic mail marketing, web marketing, mobile marketing and marketing through internet) impact on consumer perception to make a buying decision. A total of 250 questionnaires were distributed, out of which 226 returned representing a response rate of 90%. Five point likert scales used to measure the response from respondents. Multiple Regression analysis has been applied to check the impact of e-marketing and its dimensions on consumer perception. We have tested five hypotheses for validating the result of study. ANOVA Table represents a model is good fit and predictors which showed positive and significant impact with consumer perception, were e-marketing, mobile marketing, e-mail marketing and web marketing. Results supported the analysis that positive consumer perception can be derived through e-marketing and its dimensions.

PurposeThe purpose of this paper is to investigate the relationship between e-marketing (eM) and consumers’ buying behavior particularly exploratory buying behavior tendencies (EBBT) with moderating effect of a gender in the context of China.Design/methodology/approachStructural equation modeling using SPSS/AMOS was majorly applied to ascertain the relationship and hypotheses testing. First, the correlation of eM toward EBBT is examined using five factors: internet marketing (IM), e-mail marketing (EMa), intranet marketing (IMa), extranet marketing (EM), and mobile marketing (MM). Second, the relationship of each dimension of the eM model is determined autonomously to ensure the importance of such emerging technologies in marketing communications. Third, the effect of gender as a moderator is measured. To this end, primary data were collected through random distribution of the questionnaires among 1,600 consumers particularly students of the universities between February 2016 and August 2016 within North China.FindingsThe findings revealed that eM has a significant correlation on consumers’ EBBT. The comprehensive analysis of each factor of eM, i.e., IM, EMa, IMa, EM, and MM is positively correlated to EBBT. The present study revealed that gender did not moderate among the relationships of eM and EBBT. Additionally, study furnishes practical directions on how managers can utilize such emerging and revolutionary technologies in marketing activities to probe, understand, and reinforce consumers’ buying behavior.Research limitations/implicationsThe research has limitations related to geographical location and sample size which thus limits the widespread generalization.Practical implicationsThis study affirmed that organizations must engage the consumers using such technologies that are more likely acceptable by consumers in the present customer-oriented and digital era. The marketers must engage consumers the way they wish to be engaged by developing appropriate promotional strategies. The study provides possible implications both theoretical and managerial along with a contribution to the literature of eM and consumers’ buying behavior.Social implicationsUnderstanding the emerging technologies may furnish valuable insights for individuals to work well within Chinese SMEs.Originality/valueThe topic of eM has acknowledged as an evolving concept which is gaining an intense concern of both academician and practitioners. Therefore, more research mainly empirical work is still needed to probe the insights of eM across the globe. This study attempts to fulfill such need with empirical evidence together with an in-depth examination of eM determinants, collectively and autonomously.

For almost two years, the restrictions imposed by the government of Indonesia to control the spread of Covid-19 pandemic have changed the way consumers shopping their necessities from conventional shops to online stores. Supported with good information communication technology infrastructures and vast network of logistic distribution, customers find conveniences while shopping online, thus, e-commerce rules over the conventional businesses. As the pandemic was under control, conventional businesses resume their activities, including the opening of malls and other public places by the fourth quarter of 2021. As a result, shoppers are returning to malls, and shop owners are launching marketing campaigns to attract buyers. The aim of this study is to examine the influence of shopping enjoyment and in-store shopping experience on impulse buying among the Generation Y while browsing in-store on limited edition sport shoes. Limited edition sport shoes are purchased by the Generation Y sport fans as collectible items which become a symbol of social identity embedded to that generation. Previous studies noted that the Generation Y often conducted unplanned shopping while hanging out in the malls. With the new normal in-store shopping opportunity, it is expected that shopping enjoyment will stimulate the urge to buy impulsively among the Generation Y. As this is a quantitative research, the data are collected using questionnaires which are distributed to 300 respondents. The questionnaire gathers data on shopping enjoyment, impulse buying tendency, in-store browsing, and impulse buying from the Generation Y. Then, the data are processed with a smart PLS software to obtain the validity and reliability tests, and to prove the hypothesis test. The results show that shopping enjoyment and impulse buying tendency have a positive significant impact on in-store browsing, and in-store browsing has a positive significant impact on impulse buying. However, the variable of shopping enjoyment brings more impact to impulse buying than the variable of impulse buying tendency.

This study examines the effectiveness of digital advertising in Kathmandu Valley. Consumer purchase decision is selected as the dependent variable. Similarly, digital advertising, email marketing, social media marketing, mobile marketing and blog are selected as independent variables. The primary source of data is used to assess the opinions of the respondents regarding effectiveness of digital marketing on consumer buying behavior in Kathmandu Valley. This study is based on primary data with 122 observations. To achieve the purpose of the study, structured questionnaire is prepared. The correlation coefficients and regression models are estimated to test the significance and importance of digital advertising on consumer purchase decision in Kathmandu Valley. The study showed that digital advertising has a positive impact on consumer purchase decisions. It means that better digital advertising leads to increase in consumer purchase decisions. Similarly, email marketing has a positive impact on consumer purchase decisions. It indicates that increase in email marketing leads to increase in consumer purchase decisions. Moreover, social media marketing has a positive impact on consumer purchase decisions. It means that increase in social media marketing leads to increase in consumer purchase decisions. Likewise, mobile marketing has a positive impact on consumer purchase decisions. It shows that the increase in mobile marketing leads to increase in consumer purchase decisions. Further, blog has a positive impact on consumer purchase decisions. It shows that uniqueness in blog leads to increment in consumer purchase decisions.

Impulsive buying behavior has increased alongside the growth of digital transactions and technological advancements that simplify purchasing. Psychological studies have scientifically demonstrated that e-commerce website design and enjoyable online shopping experiences can trigger positive emotions that drive impulsive buying behavior, especially in women where self-esteem and body image have been proven to be contributing factors. The urgency to examine this issue has been amplified by the COVID-19 pandemic, which has been found to stimulate impulsive buying. With self-control and financial literacy as moderating factors, researchers are focusing on the phenomenon of impulsive buying among women in their early adulthood, as this age group is considered the most vulnerable to impulsive buying behavior. Researchers aim to investigate how self-control and financial literacy might mitigate the influence of parasocial relationships on impulse buying tendencies, with the ultimate goal of preventing individuals in early adulthood from getting trapped in the cycle of impulsive buying and its long-term ripple effects. Participants in this study are 195 women aged 18 to 25 who have a favorite celebrity figure and had purchased beauty products in the previous two months. According to the findings of simple regression analysis, parasocial relationships affect impulsive purchasing tendencies (F(1.191) = 12.100, p &lt; .05, = .059, = .054). It was also discovered that self-control has a moderating role on the influence of parasocial relationships toward impulse buying tendencies (R =.4172, F(1.191) = 13.4189, p &lt; .05), but financial literacy has no moderating role.

This paper discusses and criticizes a Technology Acceptance Model which was developed by Fred D. Davis in 1986. TAM was built to predict the way people accept and adopt the technology. TAM was inspired by theory of reasoned action (TRA) formulated by Martin Fishbein & Icek Ajzen in 1975, although the model does not completely adopt the TRA model. TAM does not include Subjective Norm as a factor in predicting the use of technology. As a theory, TAM has been used by many researchers to investigate the adoption of information technology. This model has a significant contribution in predicting the use of information communication technology (ICT) in many areas. Since ICT users have various motivational backgrounds, some of them have a positive attitude toward ICT, but they do not use ICT. It seems the TAM model need to be improved by including Subjective Norms and Perceived Behavior Control as suggested by Ajzen in the theory of planned behavior (TPB) as antecedents of intention to use ICT. Since the personality background of ICT users may also influence the use of ICT, the author proposes TAM‐NR‐2007 model that include personality traits as a background factor of attitude toward the behavior and subjective norms.

Rural areas continue to face digital inequality compared to urban areas. Urban areas have access to a myriad of next generation advanced information communications technology (ICT) whereas rural areas experience disparity of service type, price and reliability. Initially the urban-rural digital divide was one of quantity of subscribers or demand driven digital inclusion , it has now matured to become an issue of quality and capacity of connectivity. However, Silva, Badasyan & Busby found that the more rural a census tract is, the lower the broadband adoption rate. They found, in further testament to the need for increased capacity, that “broadband availability has the strongest impact on the adoption rate in non-metropolitan areas. If the availability were to increase to a 100%....it would increase the adoption rate by 6.12%”. Public policy and regulation has a direct impact upon availability or lack thereof for ICT services in rural areas. Hollifield, Donnermeyer, Wolford & Agunga found that when public policy, in the form of universal service funding in rural high cost areas, failed to support the early implementation of ICT services, communities began investing in self-development projects with limited success. This effort however, doesn’t address the circumstances of the rural household miles from an organized rural community. With the regulatory focus on increasing competition among ICT service providers since the passage of the Telecommunications Act of 1996, consumers in urban areas have benefited. In contrast, underserved or unserved rural consumers of ICT often pay a rural penalty in the form of a combination of one or more complicating factors, including; higher prices and lower bandwidth , and less reliability or no service at all. Whitacre & Mills reports several early studies pointed to the need for demand-oriented programs such as computer training, and demonstrations on internet usage, as more important than the development of access infrastructure to promote ICT usage in rural areas. However, as general societal demand for internet access grows from the diffusion of knowledge, infrastructure becomes the limiting factor in the development of rural areas. Lower population density areas are minimally (or un)profitable markets for ICT service providers and some areas may never experience for-profit investment in broadband provisioning due to the lack of a potential subscriber base. During the years of the traditional land-line telephone, high cost rural areas were supported by the federal universal service fund through subsidies paid by all users, rural and urban. This fund, reformulated as the Connect America Fund, was intended to take over this role in the new ICT economy, but has fell short of fulfilling its intended purpose. Additionally concerns exist with the measurement and reporting of the diffusion of broadband infrastructure. All facilities based service providers providing internet connection speeds exceeding 200 kbps must report bandwidth speeds to the Federal Communication Commission through form 477. Reporting of available bandwidth speeds initially occurred by zip code, and then by census tract, followed by a further adjustment to the level of census block, making longitudinal comparisons over multiple years difficult. Since 2014 broadband adoption rates are reported on the basis of a scale from 0 to 5 with 5 meaning over 800 broadband connections per 1,000 households. This is a problematic measurement methodology for low population density areas. Grubesic reports as of the first iteration of the national broadband map, the availability of broadband in the United States is overestimated. Both public policy and available technologies directly affect regional development. Salemink, Strijker & Bosworth has concluded that economic differences between “well-connected” and “poorly connected” areas will continue to grow. Mahasuweerachai, Whitacre, & Shideler concluded that rural counties with both digital subscriber line (DSL) and cable broadband technologies attracted a net positive number of in-migrations as compared to counties without broadband or with only one type of broadband. Salemink, Strijker & Bosworth further concludes that while not instrumental for economic growth in rural areas, digital connectivity is essential to support existing industries. Gallardo and Schmmahorn found that as the number of broadband providers increased, so did non-innovative entrepreneurs and as non-innovative entrepreneurs increased, income inequality decreased. A need exists for the accurate measurement and reporting of consumer available bandwidth to better understand this element of the urban-rural digital divide. The primary question for this research study is, can the rural-urban digital divide be accurately measured? To address this question and to better understand available ICT in a given region, two pilot studies have been performed in households to measure consumer available bandwidth and to ascertain multiple elements of consumer perceptions of their internet access. These pilot projects focused on two themes of digital connectivity issues as outlined by Salemink, Strijker & Bosworth including; policy and regulation, and technologies in rural areas.

The problems associated with the Construction Industry not being able to manage and com-municate electronically product and project data between collaborating firms and within individual companies is compounded by the large number of small companies that have not adopted advanced Information Com-munication Technology (ICT). The typical nature of the service provided in construction, being an on-site and often highly customised service are generally identified as the reason for the low ICT uptake. The majority of Irish companies in the construction sector are Small to Medium sized Enterprises (SMEs). As eBusiness opens up the Irish economy to international competition Irish SMEs should use ICT as a generator of compet-itive advantage to become more effective and efficient with eBusiness technologies. The Construction IT Al-liance in Ireland has identified a programme that can create a digital SME community that will promote ICT services in the Irish Construction Industry in order to compete in the global economy

Current literature focuses upon the importance of deploying advanced telecommunications in rural communities to achieve various objectives, including economic development. Once advanced information communication technologies (ICT) are present, this literature argues that communities will be better prepared to participate fully in the “information economy” and attract or engender new business development. Although access to the superhighway is nearly ubiquitous today in the United States, few rural areas have deployed ICT programs over a number of years, and we know little about the impact of these programs on economic development. In this paper, we examine five cases in which ICT have been deployed in rural areas, but we find that regardless of the motive for introducing technologically advanced communications systems, there is little evidence that telecommunications lead to economic growth or that businesses in the communities are using ICT extensively. Instead, the paper concludes that the physical deployment of the hardware is not sufficient to achieve success.

This study examines the impact of digital marketing on consumer purchase decisions in Kathmandu valley. Consumer purchase decision is selected as the dependent variable. Similarly, online advertising, email marketing, social media marketing, mobile marketing and brand awareness are selected as independent variables. This study is based on primary data with 120 observations. To achieve the purpose of the study, structured questionnaire is prepared. The correlation coefficients and regression models are estimated to test the significance and importance of different factors influencing impact on consumer purchase decision in Kathmandu valley. The study showed that online advertising has a positive impact on consumer purchase decisions. It means that better online ads lead to an increase in consumer purchase decisions. Similarly, email marketing has a positive impact on consumer purchase decisions. It indicates that an increase in email marketing leads to an increase in consumer purchase decisions. Moreover, social media marketing has a positive impact on consumer purchase decisions. It means that an increase in social media marketing leads to an increase in consumer purchase decisions. Likewise, mobile marketing has a positive impact on consumer purchase decisions. It shows that the increase in mobile marketing leads to an increase in consumer purchase decisions. Further, brand awareness has a positive impact on consumer purchase decisions. It shows that an increase in brand awareness leads to an increment in consumer purchase decisions.