Reinforcing Consumers’ Impulsive Buying Tendencies through M-Devices and Emails in Pakistan

Abstract

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.