Understanding the effect of E-marketing (eM) on online consumer buying behavior

Waheed, Abdul; Yang, Jianhua; Rafique, Kalsoom

doi:10.1145/3034950.3034963

Cited by 3 publications

(3 citation statements)

References 15 publications

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“…To the extent that nowadays, marketing via e-mail is widely growing due to extensive usage and almost more than 2.8 billion people are e-mail users around the world. Also, electronic marketing is a timely and cost-effective medium that supported advertisers to share product information (Cases et al, 2010;Waheed et al, 2017). However, scholars have recommended that more studies needed to be conducted to examine the linkage of e-mail marketing and consumer buying behavior (Mullen & Daniels, 2011;Waheed&Jianhua, 2018).…”

Section: E-mail Marketing and Consumer Buying Behaviormentioning

confidence: 99%

“…As the world becomes a global village due to the internet revolution, electronic marketing has become the most interesting and important aspect of the explosion that changed the way businesses operate (Waheed & Jianhua, 2018). The widespread of electronic adoption among consumers resulted in opportunities for the firms to communicate their products and services information in a fast and reliable way (Persual & Azhar, 2012;Waheed et al, 2017). Also, several academicians and practitioners realized that it is difficult for firms to ignore the applications of technologies in today's' business operation to survive and gain success.…”

Section: Introductionmentioning

confidence: 99%

“…Moreover, as the integration of technology advancement is critical for the business to achieve efficiency, several researchers have the opinion that more study needed on e-marketing and consumer buying behavior. Primarily empirical evidence is required across the world which should be conducted on business to customers; business to business and business to government (Waheed et al, 2017;El-Gohary, 2012). Meanwhile, many studies have been carried out the empirical investigation on various electronic marketing promotions medium.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

New Trends of Intelligent E-Marketing and Consumer Buying Behaviour: A Study of Selected Universities in Osun State, Nigeria

Babalola

Lateef

Zekeri

2020

JAMEB

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Understanding the attitude and behavior of customers is essential for every company where consumers differ in attitudes towards product/service. The consumer buying behavior in today's information-saturated world is based on how a product/service is marketed. However, the rapid diffusion of technology anchored growth and challenges on e-marketing trends. For instance, despite the widespread and large-scale adoption of e-marketing around the world, one does not see this trend happening on a big scale in Nigeria. Therefore, this study examines the influence of e-marketing factors on consumer buying behavior in the Nigerian context with particular reference to the University students participating in online business. The study employed the quantitative method, where primary data were collected via online distribution of the questionnaires among 233 customers, specifically students of the Osun state Universities in Nigeria. Also, structural equation modeling using AMOS software was employed to examine the relationship and hypothesis testing. The findings of this study revealed that e-marketing is positively and significantly influence consumer buying behavior in the area of e-mail marketing, mobile marketing, and e-advertising factors. The study asserted that firms must engage the consumers using technology that are more likely acceptable by consumers in the present digital and customer-oriented era. Also, knowing fully the emerging technologies may furnish valuable insights for various stakeholders to work well in Nigeria. Finally, the new trends in e-marketing are recommended from a strategic and operational level in which different techniques ease the buying behavior of consumers.

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Section: E-mail Marketing and Consumer Buying Behaviormentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

New Trends of Intelligent E-Marketing and Consumer Buying Behaviour: A Study of Selected Universities in Osun State, Nigeria

Babalola

Lateef

Zekeri

2020

JAMEB

View full text Add to dashboard Cite

show abstract

An Empirical Study to Understand the Effect of Email Marketing on Consumer's Online Buying Behavior in a Developing Country

Kimixay

Liu

2019

Proceedings of the 2019 3rd International Conference on Management Engineering, Software Engineering and Service Sciences

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The Comparison Between Traditional vs. Advanced Means of Marketing Communications

Waheed

Yang

Khan

et al. 2018

Diverse Methods in Customer Relationship Marketing and Management

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The selection of an effective advertising campaign is remarkably essential for organizations to get consumers' attention where diverse conventional mediums were already operational over the past decades (i.e., outdoor media advertising). However, the trend has been transformed toward revolutionary means of marketing communications owing to widespread penetration of the technology. Therefore, electronic marketing is a challenging and growing trend to attain consumers' attention using internet in the present era. The core aim of this chapter is to investigate the significance of e-marketing (eM) and outdoor media advertising on consumer buying behavior within the electronic products of Pakistan. It is empirically revealed that e-marketing and outdoor advertising are factors of exploratory consumer buying behavior. In comparison, electronic marketing may have a higher positive influence than outdoor media advertising in the current digital age to reach a particular market. This chapter proposes several managerial implications and future studies for academics and practitioners.

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Understanding the effect of E-marketing (eM) on online consumer buying behavior

Cited by 3 publications

References 15 publications

New Trends of Intelligent E-Marketing and Consumer Buying Behaviour: A Study of Selected Universities in Osun State, Nigeria

New Trends of Intelligent E-Marketing and Consumer Buying Behaviour: A Study of Selected Universities in Osun State, Nigeria

An Empirical Study to Understand the Effect of Email Marketing on Consumer's Online Buying Behavior in a Developing Country

The Comparison Between Traditional vs. Advanced Means of Marketing Communications

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