NEW TRENDS OF INTELLIGENT E-MARKETING AND CONSUMER BUYING BEHAVIOUR: A STUDY OF SELECTED UNIVERSITIES IN OSUN STATE, NIGERIA

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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Achieving consumers’ attention through emerging technologies

Baltic Journal of Management ◽

10.1108/bjm-04-2017-0126 ◽

2018 ◽

Vol 13 (2) ◽

pp. 209-235 ◽

Cited By ~ 13

Author(s):

Abdul Waheed ◽

Yang Jianhua

Keyword(s):

Structural Equation ◽

Emerging Technologies ◽

Empirical Work ◽

Geographical Location ◽

Mobile Marketing ◽

Primary Data ◽

Equation Modeling ◽

Buying Behavior ◽

Content Type ◽

The Relationship

Purpose The 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/approach Structural 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. Findings The 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/implications The research has limitations related to geographical location and sample size which thus limits the widespread generalization. Practical implications This 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 implications Understanding the emerging technologies may furnish valuable insights for individuals to work well within Chinese SMEs. Originality/value The 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.

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Perceived Environmental Responsibilities and Green Buying Behavior: The Mediating Effect of Attitude

Sustainability ◽

10.3390/su13010035 ◽

2020 ◽

Vol 13 (1) ◽

pp. 35

Author(s):

Guang-Wen Zheng ◽

Abu Bakkar Siddik ◽

Mohammad Masukujjaman ◽

Syed Shah Alam ◽

Alvina Akter

Keyword(s):

Structural Equation ◽

Environmental Concern ◽

Mediating Effect ◽

Primary Data ◽

Equation Modeling ◽

Buying Behavior ◽

Exploratory Testing ◽

Green Business ◽

The Government ◽

Questionnaire Surveys

The unsustainable operations of producers account for significant carbon emission and subsequent adverse impacts on nature. This study aims to identify the factors that influence consumers’ green buying behavior. The research focuses on the exploratory testing of theories using standardized questionnaires and interviews. Using a convenience selection approach, questionnaire surveys were used to gather primary data from a sample size of 305. The sample demographic reflects people who often make purchases; data were also obtained from shopping centers and elsewhere. The hypothesis testing of variables measured via five-point Likert scale questions was performed using structural equation modeling. We applied closed-ended questions relating to green buying behavior for the convenience of respondents. The empirical result established the effects of attitude, perceived severity of environmental problems, environmental concern, and subjective norms on Bangladeshi consumers’ green buying behavior. Additionally, it was discovered that attitude mediates the association between the perceived environmental responsibility and green buying behavior. Therefore, the government should play a constructive role in educating the public and promoting green business initiatives through improved coordination and legislative intervention.

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Examining the Relationship Among Counterfeit Product, Consumer Buying Behavior, and Sustainable Tourism Development

International Journal of Customer Relationship Marketing and Management ◽

10.4018/ijcrmm.2021100105 ◽

2021 ◽

Vol 12 (4) ◽

pp. 61-75

Author(s):

Tamer Ayad ◽

Ibrahim Abdelhamed Elshaer ◽

Mohamed A. Moustafa ◽

Alaa M. Shaker

Keyword(s):

Structural Equation ◽

Sustainable Tourism ◽

Negative Relationship ◽

Tourism Development ◽

Equation Modeling ◽

Future Research ◽

Buying Behavior ◽

Sustainable Tourism Development ◽

Counterfeit Products ◽

Consumer Buying Behavior

The global trade in counterfeit products has a significant effect on the global sales and profits, public health, safety, and security. Meanwhile, shopping at street and night markets is an important tourist activity, which may affect the tourism economy and sustainable tourism development. This study aims to examine the interrelationships among counterfeit products, consumer buying behavior, and sustainable tourism development variables as perceived by tourists in Egypt. Data were collected from 573 tourists in Egypt. Using structural equation modeling with Amos, results showed a positive significant positive relationship between buying counterfeit products and purchase intention and a significant negative relationship between buying counterfeit products and sustainable tourism development. Future research and implications are also discussed.

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The Impact of Emotional Advertising on Consumer Buying Behavior for Home Appliance Products in Pakistan

Business and Management Horizons ◽

10.5296/bmh.v7i1.14410 ◽

2019 ◽

Vol 7 (1) ◽

pp. 23 ◽

Cited By ~ 1

Author(s):

Qaswa Kamran ◽

Danish Ahmed Siddiqui

Keyword(s):

Purchase Intention ◽

Structural Equation ◽

Positive Relationship ◽

Positive Impact ◽

Equation Modeling ◽

Buying Behavior ◽

Advertising Appeal ◽

Home Appliance ◽

The Impact ◽

Consumer Buying Behavior

This study was conducted to identify the impact of emotional advertising on consumer buying behavior. The research is limited to high involvement products specifically home appliance brands. It also aims to assess the most influential advertising appeal that impacts the buying decision of the consumers. A quantitative approach was used, and the questionnaire-based survey was conducted using a sample size of 200 respondents and their response to different appeals like love, humor, happiness and excitement were recorded. The hypothesized model has been tested using factor analysis and structural equation modeling (SEM). The results show a positive impact of emotions like love, humor and happiness in influencing the purchase intention of the consumers. The paper confirms the positive relationship between emotional advertising and consumer buying behavior with respect to the home appliance brands.

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

Interdisciplinary Journal of Information Knowledge and Management ◽

10.28945/3964 ◽

2018 ◽

Vol 13 ◽

pp. 045-060 ◽

Cited By ~ 2

Author(s):

Abdul Waheed ◽

Jianhua Yang ◽

Jon K. Webber

Keyword(s):

Positive Association ◽

Mobile Marketing ◽

Primary Data ◽

Equation Modeling ◽

Future Research ◽

Target Market ◽

Impulse Buying ◽

Buying Behavior ◽

Email Marketing ◽

Primary Driver

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.

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The Effect of E-Marketing and Outdoor Media Advertising on Exploratory Consumer Buying Behavior

Advertising and Branding ◽

10.4018/978-1-5225-1793-1.ch059 ◽

2017 ◽

pp. 1280-1300

Author(s):

Abdul Waheed ◽

Jianhua Yang

Keyword(s):

Structural Equation ◽

Equation Modeling ◽

Future Research ◽

Buying Behavior ◽

Outdoor Advertising ◽

Rate Analysis ◽

Managerial Implications ◽

Relationship Of ◽

Hierarchy Process ◽

Consumer Buying Behavior

Selection of an advertising medium is exceptionally important for an organization. Outdoor media advertising is known as the traditional type of advertising while e-marketing is challenging and growing trend in order to capture the intention of consumer. The core objective of this paper is to examine the effect of “e-marketing” and “outdoor advertising” on exploratory consumer buying behavior within the electronic industry. Data were collected from the questionnaire distribution among 1500 students in Pakistan from March 2015 to January 2016, where 1310 questionnaires were found valid for further analysis, shows 87.3% accuracy in response rate. Analysis methodologies are based on descriptive statistics, structural equation modeling (SEM) and AHP (Analytical Hierarchy Process). Results revealed a positive relationship of both advertising tools, but e-marketing established a greater effect than outdoor media advertising. However, our study proposes certain managerial implications and future research.

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Online Impulse Buying Behaviour: Case Study On Users Of Tokopedia

Journal of Digital Marketing and Halal Industry ◽

10.21580/jdmhi.2019.1.1.4762 ◽

2020 ◽

Vol 1 (1) ◽

pp. 47

Author(s):

Zuhdan Ady Fataron

Keyword(s):

Structural Equation ◽

Descriptive Analysis ◽

Ease Of Use ◽

Equation Modeling ◽

Buying Behavior ◽

Interesting Phenomenon ◽

Analysis Technique ◽

Impulsive Buying ◽

Unplanned Buying ◽

Buying Behaviour

This article aims to find out the phenomenon of impulsive buying which is influenced by the ease of use and usefulness of information technology that mediates the pleasure of shopping, in this case the writer chooses tokopedia as the object of research. Unplanned buying behavior is an interesting phenomenon to examine because it is a potential for developing market share.The sample determination method used was 149 respondents. The population in this study is Tokopedia online shop users. Data analysis technique uses descriptive analysis, which is to obtain a picture of the respondent's tendency to answer, and inferential analysis to test the model developed, while the analysis technique used is Structural Equation Modeling (SEM).The test results show that the ease of use and usefulness of technology has a positive effect in supporting shopping pleasure, while shopping pleasure can explain the factors that influence impulsive purchases.

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Shoes Buying Behaviour of Student

Management Dynamics ◽

10.3126/md.v21i1.26997 ◽

2018 ◽

Vol 21 (1) ◽

pp. 13-16

Author(s):

Rita Maskey

Keyword(s):

Large Scale ◽

Price Level ◽

Brand Choice ◽

Primary Data ◽

Business Owner ◽

Buying Behavior ◽

Buying Behaviour ◽

Analyze Data

This paper attempts to examine the shoes buying behavior of students. This study is based on primary data. Only limited tools are used to analyze data. For footwear business owner and shopkeepers it is very important to know the buying behavior of students because they cover a large scale of footwear markets. It helps them to know the brand choice, types of shoes they prefer and price level that student looks before buying the shoes.

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