Impact of Online Marketing Tools on Online Shopping Behavior in India
Keywords:
online marketing tools, internet marketing tools, internetAbstract
In this new era of the online world, marketing tactics have transformed to grab the attention of the customers and generate the concept of online marketing. The aim of this study is to determine the impact of online marketing tools on the online shopping behavior of the consumers in the current advanced technological environment of India. Five online marketing tools were considered: E-mail Marketing, Search Engine Marketing, Social Media Marketing, Display Advertising, and Mobile Advertising. The sample size is 542 and data were collected from New Delhi, Gorakhpur and Mumbai. For determining the impact, multiple linear regression is applied. S.P.S.S is used for analyzing the data. All five online marketing tools have a significant impact on the online shopping behavior of consumers. E-mail marketing has a substantial impact on consumer’s behavior in online shopping. The marketer has first to choose the right online marketing tool to use and then evaluate that tool in terms of, how much it contributes to the business.
References
Adegoke, Y. (2004). Web still fastest growing channel in marketing mix. New Media Age, July, 22, 12. 2. Boutin, P.J. (2011). Mobile and Online Marketing Communications; Formulation of the Online Marketing Communications Mix: A Perspective Conceptual Model Based on Media Naturalness Theory. American Marketing Association, 22, 29-30.
Chatterjee Patrali. (2008). Are unclicked ads wasted? Enduring effects of Banner and Pop-Gorakhpur Ad exposures on Brand memory and attitudes. Journal of Electronic Commerce Research, 9 (1). 4. Chris, F., Anindya, G. 8c Batía, W. (2008). Examining the relationship between reviews and sales: the role of reviewer identity disclosure in electronic markets. Information Systems Research, 19, 3, pp. 291- 313, 393-395.
Curran, Kevin, Sarah Graham, and Christopher Temple. (2011). Advertising on Facebook. International Journal of E-Business Development 1: 26-33.
Dreze, Xavier & Francois-Xavier Hussherr. (2003). Internet Advertising: Is Anybody Watching?.Journal of Interactive Marketing, 17 (4), 8-23.
Gunjan Malhotra & Amit Malhotra. (2014). Mobile advertisement and consumer behavior in India. International Journal of Economics and Business Research, 8(1).
Jakob Nielsen.(2004).The most hated advertising techniques. Link –http://www.useit.com/ alertbox/20041206.html
Jensen, M.B. and Fischer, L.H. (2004). E-Branding. 1st ed., Gyldendal, Copenhagen 10. Kitchen, P.J. (1999). Marketing Communications: Principles and Practice. International Thomson Business Press, London.
Krishnamurthy, S. and Singh, N. (2005). The international e-marketing framework (IEMF): identifying the building blocks for future global e-marketing research. International Marketing Review, 22(6), 605-10. 12. M. Nick Hajli. (2013).A study of the impact of social media on consumers. International journal of Market Research, 56, 3.
Mari Hartemo. (2016). Email marketing in the era of the empowered consumer. Journal of Research in Interactive Marketing, 10(3), 212-230, https://doi.org/10.1108/JRIM-06-2015-0040 14. Mohd Shoki Md Ariff et al. (2014). Consumer perceived risk, attitude and online shopping behavior: Empirical evidence from Malaysia. IOP Conference Series: Material Science Engineering 58 012007. 15. Morten Bach Jensen (2008). Online marketing communication potential: Priorities in Danish firms and advertising agencies. European Journal of Marketing, 42(3/4), 502-525.
Ozuem, W., Howell, K.E. and Lancaster, G. (2007).Communicating in the New Interactive Marketspace. European Journal of Marketing, 42, 1059-1083. http://dx.doi.org/10.1108/03090560810891145 17. Optimizare Plus, 2016. De ce este necesara prezenta in prima pagina Google. [online] Available at:< http://www.optimizareplus.ro/de-ce-este-necesaraprezenta-in-prima-pagina-din-google> 18. Reynolds, P.(2003).A vision of the Internet in 2010. Campus-Wide Information Systems, 20(4), 125-8.
Salem B., Che M., & Mohamad B. (2016). Asia Impacts of online banner advertisement on consumers”purchase intention: A theoretical framework. Asia Pacific Journal of Education, Arts and Sciences. 3 (1) 75-82
Smith, J. (2005). European Online Media Sales: Advertisers’ Interest in Behavioral Targeting Offers Publishers Opportunities. Jupiter Research, London.
Stephens, N. (1981). Media use and media attitude change with age and with time. Journal of Advertising, 10(1),38-47.
S.A. Al Khattab, Abu-Rumman, A.H. and Zaidan, G.M. (2015) E-Integrated Marketing Communication and Its Impact on Customers’ Attitudes. American Journal of Industrial and Business Management. 5, 538-547. http://dx.doi.org/10.4236/ajibm.2015.58053
Shankar, Venkatesh, Jeffery Inman, Murali Mantrala, Eileen Kelley, and Ross Rizley. (2011). Innovations in Shopper Marketing: Current Insights and Future Research Issues. Journal of Retailing 1:s29-s42, doi:10.1016/j.jretai.2011.04.007
Sheth, J.N. and Arma, A. (2005). International e-marketing: opportunities and issues. International Marketing Review, 22(6), 611-22.
Swinfen-Green, J. (2002).Online branding: the retreat from euphoria. Admap, January(424). 25. Tabachnick, B. G., &Fidell, L. S.(2001).Using multivariate statistics: Needham Heights. MA: Allyn & Bacon
Valos, M.J., Ewing, M.T. and Powell, I.H. (2010). Practitioner Prognostications on the Future of Online Marketing. Journal of Marketing Management, 26, 361-376. http://dx.doi.org/10.1080/02672571003594762
