Research On The Impact Of Emerging Marketing Communication Technologies On Consumers' Buying Behavior

Nowadays,the widespread penetration of the information technology has brought a radical transformation in humans' life from conventional to emerging means of information communication technologies(ICTs).In a marketing standpoint,such a prevalent trend emerges diverse opportunities for marketers to disseminate the information of product or service in a superior,dynamic,and most innovative ways.Since information technology(IT)has acknowledged as a prime driver for entire business operations and such revolt has further dramatically transformed marketing and promotional paradigms toward flourishing ICTs.In such scenario,the choice of the productive and effective promotional campaigns is enormously crucial to seize utmost attention of the consumers in today's fierce competitive,technological,and customer-oriented era.This study endeavors to reveal the nexus of few emerging technologies for promotion,that is,e-marketing(eM)and mainly based on mobile marketing(MM),email marketing(EMa),internet marketing(IM),extranet marketing(EM),intranet marketing(IMa),short message service(SMS)marketing,multimedia messaging service(MM S)marketing,and wireless applications protocol(WAP)toward online consumer buying behavior(OCBB),exploratory consumer buying behavior tendencies(EBBT),exploratory information seeking tendencies(EIS),exploratory acquisition of product tendencies(EAP),and impulsive buying behavior tendencies(IBTs),particularly from business-to-consumer perspectives(B2C)domain within two developing nations,China and Pakistan.The first study found a positive linkage of e-marketing(eM)using five-factor model of eM independently,i.e.,MM and EBBTs,EM and EBBTs,IM and EBBTs,IMa and EBBTs,and finally EMa and EBBTs using two dimensions of EBBTs,e.g.,EAP and EIS.This study further revealed an insignificant impact of gender as a moderator between the relationships of eM and EBBTs.Second study affirmed a positive linkage of mobile marketing(MM)using three factors of MM,i.e.,SMS marketing,WAP marketing,and MMS marketing on consumers' online buying behavior.Third study confirmed the positive relationships of mobile marketing(MM)and email marketing(EMa)on EIS tendencies of the consumers where a positive impact of SMS factor of MM was additionally found on EIS.Fourth study explored the relationships of mobile marketing and email marketing with respect to consumers' impulse buying tendencies(1BTs)using two factors of IBTs,e.g.,affective aspect and cognitive aspect.The fifth study established the linkage between e-marketing and consumers' online buying behavior(OCBB)where positive impact of e-marketing tools,i.e.,MM,EM,IM,IMa,and EMa were found on OCBB.The final study differentiates the traditional tools of marketing communications,i.e.,outdoor media advertising(OMA)as well as advanced means of marketing communication where the findings explored the higher positive influence of e-marketing(eM)tools on EBBTs relatively than OMA.In a managerial standpoint,this report provides insights regarding evolving technologies of marketing communications and consumers' buying behavior for strategic managers,marketing managers,professional,and policy-makers.This study intends to support strategic management in improving their promotional campaigns emphasizing on e-marketing platforms for promotions of the product or service to better comprehend and reinforce distinct tendencies of consumers'buying behavior in today's modern era.Besides,this study has limitations related to sample size,sampling techniques,geographic locations,and adoption of moderatiing factors which therefore limits its generalizability.The future investigations might be explored the influence of e-marketing factors on remainder CBB tendencies across the nations,especially from developing countries.All the limitations of the current study might be considered in future to validate the present findings in a widespread manner.In addition,several work possibilities for academicians and practitioners are reported in the end sections.