Impact of Sales Promotion and Consumer Innovativeness on Online Impulse Buying Behavior with the Moderating Role of Buying Power

Qayyum, Abdul; Hasan, Shermeen

doi:10.1504/ijbsr.2023.10046550

Cited by 1 publication

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“…This study's findings demonstrate the important influences that credibility, interaction, and informativeness have on consumer purchasing decisions. Anjum, B., Irum, A., & Naheed, D. (2015) found a positive association between Pakistani consumer purchasing behavior and television advertising. Earlier, various research on television advertising and consumer purchasing patterns was conducted by various academics.…”

Section: Literature Reviewmentioning

confidence: 90%

Influence of Advertisements on Consumer Behavior

Khanam

2023

bpr

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Purpose: This research investigates the effect of advertisements in broadcast media (TV, radio), print media (newspaper, magazine), and online (internet) media on consumers' awareness (AWR), interest (INT), conviction (CON), purchase (PUR), and post-purchase (PPUR) behavior. Method: A quantitative research approach based on primary data was applied in this study. This study conducted surveys using a structured questionnaire in both electronic and paper formats among the graduate and post-graduate students located in Chattogram, Bangladesh. 404 usable responses were used for data analysis using Kruskal-Wallis (K-W) test. Results: The study reveals that advertising in broadcast, print, and online media has a statistically significant effect on customers' awareness (AWR), interest(INT), conviction(CON), and buying behavior(PUR). Implications: The research provides insights to marketers regarding the preference toward media selection and promotional efforts.

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Section: Literature Reviewmentioning

confidence: 90%

Influence of Advertisements on Consumer Behavior

Khanam

2023

bpr

View full text Add to dashboard Cite

show abstract

Impact of Sales Promotion and Consumer Innovativeness on Online Impulse Buying Behavior with the Moderating Role of Buying Power

Cited by 1 publication

References 0 publications

Influence of Advertisements on Consumer Behavior

Influence of Advertisements on Consumer Behavior

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