Effects on consumer purchase intentions through online marketing activities: Evidence from Australian retail sector consumers
Article
Article Title | Effects on consumer purchase intentions through online marketing activities: Evidence from Australian retail sector consumers |
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Article Category | Article |
Authors | Hussain, Syed Ibrar and Chimhundu, Ranga |
Journal Title | International Journal of Arts and Humanities Studies |
Journal Citation | 3 (1), pp. 16-25 |
Number of Pages | 10 |
Year | 2023 |
Publisher | Al-Kindi Center for Research and Development |
Place of Publication | United Kingdom |
ISSN | 2754-4311 |
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. |
Keywords | social networking platforms, digital marketing, consumer purchase intention, communication, responsiveness |
Contains Sensitive Content | Does not contain sensitive content |
ANZSRC Field of Research 2020 | 350601. Consumer behaviour |
350604. Marketing communications | |
350605. Marketing management (incl. strategy and customer relations) | |
350607. Marketing technology | |
Byline Affiliations | School of Business |
https://research.usq.edu.au/item/z00x6/effects-on-consumer-purchase-intentions-through-online-marketing-activities-evidence-from-australian-retail-sector-consumers
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Effects on Consumer Purchase Intentions through Online Marketing Activities.pdf | ||
License: CC BY 4.0 | ||
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