Online Impulse Buying Behaviour of Indian Small Town Consumers : Scale Development and Validation

Agarwal, Anuradha; Chahar, Bhawna; Bhati, Narender Singh

doi:10.17010/ijom/2021/v51/i5-7/161647

Cited by 1 publication

(1 citation statement)

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“…The frequency of Instagram marketing campaigns facilitates the communications about different products and services to the customers for the longer term (Jaya & Prianthara, 2020;Rawat, 2022;Shamim & Islam, 2022). The profit of Instagram marketing is increasing for Amazon in America because most of the sellers on Amazon are getting the potential consumers through Instagram (Agarwal et al, 2021). The concept of Instagram marketing is developing in the digital marketing arena of not only the advanced countries, but also of the backward countries (Leung et al, 2013).…”

Section: Literature Review and Proposed Framework Of Study 21mentioning

confidence: 99%

Search Online and Purchase Offline: The Role of Instagram Marketing, Consumer Behavior and Webrooming in Building Brand Loyalty

Yaqub

Gillani

Murad

et al. 2022

RAMSS

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In Pakistan, consumers’ brand loyalty is changing due to emergence of advanced and modern marketing strategies. Therefore, the bricks and clicks businesses are facing allot of challenges because of deviating consumer behaviors in showrooming and webrooming modes. This study aims to explore webrooming as an appropriate strategy for developing brand loyalty for bricks and clicks businesses in Pakistan. The target population of this study was the consumers who purchased different online brands in Pakistan. The data was collected on a five-point Likert scale questionnaire and analyzed through Smart PLS 3.0. This research concludes that bricks and clicks businesses can utilize webrooming to develop brand loyalty by modifying consumer behavior through Instagram marketing. This contribution to the body of literature is remarkable as this area of research was not considered by any earlier studies in consumer behavior domains. The academic and marketing implications of this study are appropriate for developing strategies to modify consumer behavior for brand loyalty with Instagram marketing and webrooming.

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