The purpose of this paper is to investigate the relationship between e-marketing (eM) and consumers’ buying behavior particularly exploratory buying behavior tendencies (EBBT) with moderating effect of a gender in the context of China.
Structural equation modeling using SPSS/AMOS was majorly applied to ascertain the relationship and hypotheses testing. First, the correlation of eM toward EBBT is examined using five factors: internet marketing (IM), e-mail marketing (EMa), intranet marketing (IMa), extranet marketing (EM), and mobile marketing (MM). Second, the relationship of each dimension of the eM model is determined autonomously to ensure the importance of such emerging technologies in marketing communications. Third, the effect of gender as a moderator is measured. To this end, primary data were collected through random distribution of the questionnaires among 1,600 consumers particularly students of the universities between February 2016 and August 2016 within North China.
The findings revealed that eM has a significant correlation on consumers’ EBBT. The comprehensive analysis of each factor of eM, i.e., IM, EMa, IMa, EM, and MM is positively correlated to EBBT. The present study revealed that gender did not moderate among the relationships of eM and EBBT. Additionally, study furnishes practical directions on how managers can utilize such emerging and revolutionary technologies in marketing activities to probe, understand, and reinforce consumers’ buying behavior.
The research has limitations related to geographical location and sample size which thus limits the widespread generalization.
This study affirmed that organizations must engage the consumers using such technologies that are more likely acceptable by consumers in the present customer-oriented and digital era. The marketers must engage consumers the way they wish to be engaged by developing appropriate promotional strategies. The study provides possible implications both theoretical and managerial along with a contribution to the literature of eM and consumers’ buying behavior.
Understanding the emerging technologies may furnish valuable insights for individuals to work well within Chinese SMEs.
The topic of eM has acknowledged as an evolving concept which is gaining an intense concern of both academician and practitioners. Therefore, more research mainly empirical work is still needed to probe the insights of eM across the globe. This study attempts to fulfill such need with empirical evidence together with an in-depth examination of eM determinants, collectively and autonomously.
This research is supported by a fundamental research project (FRP) for central universities under the project No. FRF-BR-16-002B and partially supported by National Natural Science Foundation, No. 71231001. The authors are grateful to the editors and anonymous referees of the Baltic Journal of Management for their constructive and extreme useful suggestions to improve the quality of this paper. This paper forms part of a special section “The retail sector: technology, competitiveness, and consumer insights”, guest edited by Brent McKenzie, Steve Burt and Igor Dukeov.
Waheed, A. and Jianhua, Y. (2018), "Achieving consumers’ attention through emerging technologies: The linkage between e-marketing and consumers’ exploratory buying behavior tendencies", Baltic Journal of Management, Vol. 13 No. 2, pp. 209-235. https://doi.org/10.1108/BJM-04-2017-0126
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