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- W2601800080 abstract "Understanding the behavior of the consumers is exceptionally important for the organizations where consumers have different attitudes towards the product or service. Literature of the consumer studies endows with various factors of the consumer buying behavior. Regardless, advertising plays an important role while numerous traditional tools are already accessible. However, is challenging and growing trend to incline the consumers due to the rapid diffusion of the technology. The core objective of this study is to investigate the effect of e-marketing on online consumer buying behavior in the context of the Pakistan. Data were collected through questionnaires distribution among 800 online users from November 2015 to June 2016. Later, 726 questionnaires were found valid for further analysis, addressed 90% accuracy in the response rate. In order to test the research hypotheses, structural equation modeling (SEM) and analytical hierarchy process (AHP) were employed. It is revealed that electronic marketing (eM) is significantly correlated to the online consumer buying behavior in the context of Pakistan. The findings of the research also indicated a positive relationship of each sub-items of the e-marketing, as independently analyzed. Moreover, this study proposes certain managerial implications along with possible future work for academic researchers and practitioners." @default.
- W2601800080 created "2017-04-07" @default.
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- W2601800080 date "2017-01-14" @default.
- W2601800080 modified "2023-10-16" @default.
- W2601800080 title "Understanding the effect of E-marketing (eM) on online consumer buying behavior" @default.
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- W2601800080 doi "https://doi.org/10.1145/3034950.3034963" @default.
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