Effects on consumer purchase intentions through online marketing activities: Evidence from Australian retail sector consumers

Article

Hussain, Syed Ibrar and Chimhundu, Ranga. 2023. "Effects on consumer purchase intentions through online marketing activities: Evidence from Australian retail sector consumers." International Journal of Arts and Humanities Studies. 3 (1), pp. 16-25. https://doi.org/10.32996/Ijahs.2023.3.1.3
Article Title

Effects on consumer purchase intentions through online marketing activities: Evidence from Australian retail sector consumers

Article CategoryArticle
AuthorsHussain, Syed Ibrar and Chimhundu, Ranga
Journal TitleInternational Journal of Arts and Humanities Studies
Journal Citation3 (1), pp. 16-25
Number of Pages10
Year2023
PublisherAl-Kindi Center for Research and Development
Place of PublicationUnited Kingdom
ISSN2754-4311
Digital Object Identifier (DOI)https://doi.org/10.32996/Ijahs.2023.3.1.3
Web Address (URL)https://al-kindipublisher.com/index.php/ijahs/article/view/4797
Abstract

It is the goal of this study to investigate the most fundamental components of Internet marketing or digital marketing that have an impact on consumers' intentions to purchase in the retail sector of Australia. This study also analyses the aspects of online marketing that contribute to either an increase or a decrease in the level of consumer intention for a certain retail establishment's products or services. According to the findings of the study, many aspects of online marketing influence a consumer's choice to purchase a product from a store on the Internet. These aspects include the consumer's perception of trust, communication, and the consumer's sense of the responsiveness of the online platform to their interactions with other consumers all of which play a role in a consumer's view of the quality of a brand. Nevertheless, trust and open communication are the most important variables.

Keywordssocial networking platforms, digital marketing, consumer purchase intention, communication, responsiveness
Contains Sensitive ContentDoes not contain sensitive content
ANZSRC Field of Research 2020350601. Consumer behaviour
350604. Marketing communications
350605. Marketing management (incl. strategy and customer relations)
350607. Marketing technology
Byline AffiliationsSchool of Business
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