We are living in the digital age where consumers have become more elegant, and their buying intention is radically transforming from traditional to online buying behavior. This study investigates the impact of digital marketing (DM) tools on consumers' online impulsive buying tendencies (OBIT), i.e., effective (AD) and cognitive tendencies (CD) with intervening role of the gender (GDR) and education-level (EL). Four hundred surveys were randomly distributed to online shoppers in Pakistan. SEM was applied to test the proposed relationships and findings revealed a positive association between DM and consumers' OBIT. The comprehensive examination affirmed the positive interrelationships of sub-dimensions of DM on consumers' OBIT, i.e., AD and CD. It is further revealed that GDR and EL did not moderate the relationships between DM and OBIT. This study furnishes insights on how advertisers can exploit such platforms to achieve OBIT and creating effective relationships in today's digital age. This study demonstrates certain directions for academicians and practitioners.
This article investigates the relationships among social network sites (SNSs) and social apps (SAPs) on consumers' online purchase attitude (OPA) with moderating effect of gender (GND). Structural equation modeling using SPSS and supporting tools was employed to represent the correlations among adopted constructs. To this end, the questionnaires were distributed to online shoppers from September 2017 and November 2017. The findings revealed the positive relationships of SNSs, i.e., Facebook, LinkedIn, Twitter, YouTube, and Pinterest on consumers' OPA. Second, it is found that SAPs, i.e., Whatsapp, Facebook messenger, Wechat, Instagram, and Snapchat have positive relationships on consumers' OPA. In addition, it is found that GND did not moderate the relationships among SNSs, SAPs, and consumers' OPA. This study furnishes insights how strategic managers can utilize such social media tools in marketing communications to empower consumers' OPA in today's era. Aside, study provides future studies for academicians and professionals.
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