Understanding E-Marketing as a Firm’s Promotional tool: It’s Impact on Consumer Perception

Abstract

The rapid adoption of internet and related technologies as a promotional tool has made it imperative for firm's marketing plan. As internet presence is essential for a firm survival, so it has changed the way of doing businesses altogether. In this study, we empirically checked the four dimensions of electronic marketing (electronic mail marketing, web marketing, mobile marketing and marketing through internet) impact on consumer perception to make a buying decision. A total of 250 questionnaires were distributed, out of which 226 returned representing a response rate of 90%. Five point likert scales used to measure the response from respondents. Multiple Regression analysis has been applied to check the impact of e-marketing and its dimensions on consumer perception. We have tested five hypotheses for validating the result of study. ANOVA Table represents a model is good fit and predictors which showed positive and significant impact with consumer perception, were e-marketing, mobile marketing, and web marketing. Results supported the analysis that positive consumer perception can be derived through e-marketing and its dimensions.