Impact of Digital Marketing on Impulsive Buying Behavior

Rabia Mehmood  Qureshi; Shaheryar  Rashid

doi:10.52633/jms.v5i1.284

Authors

Rabia Mehmood Qureshi Iqra University, Karachi, Pakistan. Author
Shaheryar Rashid CEO, SSJ Consultants (Pvt) Ltd. Karachi, Pakistan. Author

DOI:

https://doi.org/10.52633/jms.v5i1.284

Keywords:

Digital Buying, Impulse Buying Behaviour, Social Media Marketing

Abstract

Digital marketing is one of the most cost-effective and measurable methods used by small businesses and multinationals to track, monitor and target their audience’s preferences through digital Marketing platforms like social media marketing, email marketing, and mobile marketing by running different campaigns (for example awareness, consideration, and conversion) accordingly to get the best results. The study investigates the impact of digital marketing on impulsive buying behavior in the Pakistani context. This research will focus on gaining insights into impulsive buying behavior through digital marketing, which associates with firms, items, and brands through online platforms such as email, Facebook, and other applications. The techniques which will be used to measure the impact of digital marketing on impulsive buying are descriptive statistics, correlation, and regression. The findings of this study suggest that digital marketing significantly impacts impulsive buying behavior in the Pakistani context. Specifically, the results indicate that social media marketing has the strongest influence on impulsive buying behavior, followed by email marketing and mobile marketing. These findings imply that companies should focus their digital marketing efforts on these platforms and tailor their campaigns to appeal to the impulsive buying behavior of their target audience in Pakistan. Additionally, companies should monitor and analyze their digital marketing campaigns to ensure that they effectively drive impulsive buying behavior and adjust their strategies accordingly.

Author Biographies

Rabia Mehmood Qureshi, Iqra University, Karachi, Pakistan.

Iqra University, Karachi, Pakistan.
Shaheryar Rashid, CEO, SSJ Consultants (Pvt) Ltd. Karachi, Pakistan.

CEO, SSJ Consultants (Pvt) Ltd. Karachi, Pakistan.

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