The Effect of E-Marketing and Outdoor Media Advertising on Exploratory Consumer Buying Behavior

Abdul Waheed and Jianhua Yang
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Abdul Waheed: University of Science and Technology Beijing, Beijing, China
Jianhua Yang: University of Science and Technology Beijing, Beijing, China

International Journal of Customer Relationship Marketing and Management (IJCRMM), 2017, vol. 8, issue 1, 30-48

Abstract: Selection of an advertising medium is exceptionally important for an organization. Outdoor media advertising is known as the traditional type of advertising while e-marketing is challenging and growing trend in order to capture the intention of consumer. The core objective of this paper is to examine the effect of “e-marketing” and “outdoor advertising” on exploratory consumer buying behavior within the electronic industry. Data were collected from the questionnaire distribution among 1500 students in Pakistan from March 2015 to January 2016, where 1310 questionnaires were found valid for further analysis, shows 87.3% accuracy in response rate. Analysis methodologies are based on descriptive statistics, structural equation modeling (SEM) and AHP (Analytical Hierarchy Process). Results revealed a positive relationship of both advertising tools, but e-marketing established a greater effect than outdoor media advertising. However, our study proposes certain managerial implications and future research.

Date: 2017
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International Journal of Customer Relationship Marketing and Management (IJCRMM) is currently edited by Riyad Eid

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