Reinforcing consumers' impulsive buying tendencies through m-devices and emails in Pakistan

Abstract

Aim/Purpose The current study investigates the relationship between mobile and email mar-keting 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 ex-plore 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 Pakhtunkhwa (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 sur-veys were deemed eligible for analysis after improper documents were elimi-nated. Structure equation modeling (SEM) was utilized to test the study's hy-potheses. 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 con-siderations 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 market-ing on consumers' impulse buying tendencies. The comprehensive analysis af-firmed; 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 promo-Tional 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 be-havior.