Academic journal article Interdisciplinary Journal of Information, Knowledge and Management

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

Academic journal article Interdisciplinary Journal of Information, Knowledge and Management

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

Article excerpt

Introduction

Diverse, traditional marketing media tools are always available to reach and reinforce distinct tendencies of specific target markets in any organization. However, there is an emerging trend where widespread penetration and acceptance of digital media marketing is used to attract new customers. In fact, the Internet is a core driver of such technological advances when it comes to marketing information sharing in the present digital age (Frost & Strauss, 2000; Vladimir 1996). The trend among consumers has dramatically shifted where product information is now more likely to be obtained using advanced means such as websites, social media, e-newsletters, emails, and m-devices (Bawm & Nath, 2014; Walczak, Kellogg, & Gregg, 2012). There are also other factors such as exploratory information that investigates tendencies and exploratory acquisition tendencies, which usually affect how consumers seek information (Baumgartner & Steenkamp, 1996). Consequently, it is vital for marketers to make plans so consumers are better informed of what products are offered by their organizationso more impulse buying takes place (Constantinides, 2004). Impulse buying behavior is referred as an unplanned behavior to buy a product or service based on occasional buying (Tuyet Mai, Jung, Lantz, & Loeb, 2003).

Impulse buying tendencies are associated with two components: cognitive and affective (Verplanken & Herabadi, 2001). Per Verplanken and Herabadi (2001), the cognitive aspect of impulse buying behavioris defined as being inverse to personal needs while the affective aspect is action oriented. The relationships of numerous rising technologies in promotional activities have been examined by various experts and are considered as an important success factor. Such technologies include online marketing (Gurafu, 2008), electronic marketing (Coviello, Milley, & Marcolin, 2001; Waheed & Yang, 2017), Internet marketing (El-Gohary, 2012), digital marketing (Brodie, Winklhofer, Coviello, & Johnston, 2007), extranet marketing (El-Gohary, 2012), Email marketing (Wu, Li, & Liu, 2016; Zhang, Kumar, & Cosguner, 2017), Intranet marketing (El-Gohary, 2012), and mobile marketing (Smutkupt, Krairit, & Esichaikul, 2010).This study examined a narrow focus of marketing related to how m-devices and email technologies could strengthen the purchasing decision of consumers' impulse buying. Venkatesh, Morris, Davis, and Davis's (2003) unified theory of acceptance and the use of technology (UTAUT) and Ajzen's (1991) theory of reasoned actions suggest there is a nexus between predicting the behavioral intention (BI) of consumers and the adoption of information technology within unlike marketing contexts and perspectives.

Mobile marketing is defined as the extent to which organizations communicate product information using distinct supporting components like Short Messaging Service (SMS), Multimedia Messaging Service (MMS), Bluetooth marketing, Social applications (Apps), Wireless Applications Protocol (WAP), and JAVA marketing (Bauer, Reichardt, Barnes, & Neumann, 2005; Leppaniemi, Karjaluoto, Salo, & Sinisalo, 2006; Smutkupt et al., 2010). According to Smutkupt et al. (2010), mobile marketing includes wireless advertising, mobile advertising, and wireless marketing. However, email marketing is defined as the way written communication takes place using emails that are intended to convey product features that target a particular market (Mullen & Daniels, 2011; Zhang et al., 2017). Email marketing is known as a key success factor for businesses because it is a cost-effective mean of communication (Windham & Orton, 2000). Hence, this study reviews how marketers can pursue more effective marketing practices by reaching out to consumers using electronic means and by reinforcing their impulse buying behavior.

Pakistan is the sixth highest populated country in the world with a 1. …

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