Analyzing the Impact of Social Network Sites and Social Applications on Buying Attitude in Developing Nations

Alam, M. D. Sarwar-A.; Wang, Daoping; Rafique, Kalsoom

doi:10.4018/ijeis.2018100108

Cited by 4 publications

(3 citation statements)

References 63 publications

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“…Hampir 51% populasi dunia menggunakan Internet. Ekspansi tersebut mendorong pemasar untuk mendekati konsumen tersebut untuk memperkuat niat beli mereka menggunakan media sosial salah satunya Instagram dalam komunikasi pemasaran [24]. Interaksi dengan konsumen merupakan hal yang penting, sudah banyak perusahaan memanfaatkan media sosial sebagai alat komunikasi khususnya Instagram.…”

Section: Mempengaruhi Keterlibatan Dan Tingkah Laku Konsumenunclassified

Peran Sosial Media dalam Perkembangan Pemasaran Digital : A Systematic Literature Review

Reza,

Silalahi

2023

DIMAMU

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The main problem in marketing communications is the communication channels that can be used in marketing programs. The purpose of this research is to answer the question of how the role of social media Instagram on the development of digital marketing. This research applies the Systematic Literature Review method. Based on the results, the researcher found 136 Scopus articles in a search using Publish or Perish and the help of other applications such as Zotero, Mendeley, VOSViewer, and Microsoft Excel which were then filtered into 55 selected articles for descriptive analysis. The findings show that social media Instagram has contributed to the development of digital marketing. Social media Instagram has played a role as a marketing communication medium, increasing brand awareness, influencing consumer engagement and behavior, and generating data that supports marketing strategies.

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Section: Mempengaruhi Keterlibatan Dan Tingkah Laku Konsumenunclassified

Peran Sosial Media dalam Perkembangan Pemasaran Digital : A Systematic Literature Review

Reza,

Silalahi

2023

DIMAMU

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“…By assuring safe payment mechanisms and providing post-purchase services, marketers may encourage consumers to think less about online threats, risks, and fraud. (Waheed et al, 2021;Alam, Wang & Rafique, 2018).…”

Section: Journal Of Entrepreneurship Management and Innovationmentioning

confidence: 99%

“…These incredible resources have provided everyone with instant access to the most important information. It is estimated that roughly half of the global population has an internet presence, whether through social media platforms, blogs, websites, social apps, or social networking sites (Internet World Stats, 2017;Alam, Wang, & Rafique, 2018;Alam et al, 2019). This has resulted in a community of people who can communicate instantly, share ideas, and provide instant feedback on what they think about things.…”

Section: Introductionmentioning

confidence: 99%

Impact of Digital Marketing on Consumer Buying Perspectives in the Pakistan Market

Batada

2023

JEMI

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Digital marketing (DM) has taken the world from conventional marketing to Information and Communication Technology enabled tools to reach consumers. Since the advent of digital marketing, research has been conducted to evaluate how DM shaped customer buying behavior and decisions in developing countries but its impact on developing countries' consumers has been inconsistent. Therefore, this study assesses the impact of DM and its platforms on the buying perception of Pakistani consumers. The data was collected through an online survey of consumers in Pakistani markets. The study showed social media having the highest persuasion power, with Instagram being the most effective in DM influence on buying perceptions of consumers, particularly among young people aged 18-32, followed by mobile marketing and the least SEO. This study provided empirical grounds to support that DM has changed the way Pakistani consumers buy things and this implies that to effectively reach consumers in Pakistan, DM space must be maximized. Based on the study, digital marketing has significantly transformed the purchase decisions made by Pakistani customers. Organizations must prioritize enhancing their digital marketing presence to effectively reach and engage these customers. Platforms like Instagram possess immense persuasive power, which businesses should leverage to persuade and sell their products successfully. This research also holds practical implications for Pakistani marketers and companies, such as understanding how social media platforms shape customer viewpoints. Marketers can utilize this knowledge to target and engage younger demographics. Marketers should incorporate mobile marketing methods due to the prevalence of smartphone usage among Pakistani consumers.

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Impact of Digital Marketing on Consumers' Impulsive Online Buying Tendencies With Intervening Effect of Gender and Education

Alam

Wang

Waheed

2019

International Journal of Enterprise Information Systems

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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.

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Analyzing the Impact of Social Network Sites and Social Applications on Buying Attitude in Developing Nations

Cited by 4 publications

References 63 publications

Peran Sosial Media dalam Perkembangan Pemasaran Digital : A Systematic Literature Review

Peran Sosial Media dalam Perkembangan Pemasaran Digital : A Systematic Literature Review

Impact of Digital Marketing on Consumer Buying Perspectives in the Pakistan Market

Impact of Digital Marketing on Consumers' Impulsive Online Buying Tendencies With Intervening Effect of Gender and Education

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