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Journal: International Journal of Management (IJM) (Vol.12, No. 3)

Publication Date:

Authors : ;

Page : 855-871

Keywords : Online marketing; Purchase intention; Consumer behavior; Social network; Words of Mouth.;

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Traditional marketing tactics are well-known by firms around the globe, although there are few innovative options for promoting competition. And then there's online marketing, which has almost infinite opportunities and choices. This research looked at the increasing significance of online marketing, as well as a number of online marketing schemes. It also includes a concise overview of online marketing, as well as simple internet schemes and the response to the problem. The findings of the analysis would aid web advertisers in developing better targeting strategies to affect customers' buying intentions and purchasing behaviour. The data was obtained using the chosen structures borrowed from the literature. The PLS-SEM methodology was used to test the conceptual model using survey data from 392 Indian consumers. The study validates a conceptual model that creates a connection between numerous marketing schemes and purchase intention and consumer purchasing behaviour. Influencer marketing, social network marketing, eWOM, and viral marketing all have a huge impact on purchase intention, according to the study. Email marketing and content marketing, on the other side, have no effect on purchasing intention and purchase intention leads to consumer purchasing behavior.

Last modified: 2021-04-07 18:52:19