Title: The impact of mobile marketing on online consumer buying behaviour: empirical evidence from Pakistan

Authors: Abdul Waheed; Jianhua Yang

Addresses: Donlinks School of Economics and Management, University of Science and Technology Beijing, 30-Xueyuan Road, Haidian District, Beijing 100083, China ' Donlinks School of Economics and Management, University of Science and Technology Beijing, 30-Xueyuan Road, Haidian District, Beijing 100083, China

Abstract: The revolutionary technology has dramatically shifted the marketing operations toward wireless communications networks owing to the emergence and widespread diffusion. In contrast, consumer buying behaviour is also transforming toward advanced means of the technology over the past decades. The present study investigates the relationship between mobile marketing and online consumer buying behaviour within the contextualisation of Pakistan. The surveys were distributed among 1000 consumers between January 2016 and June 2016. Structural equation modelling using SPSS/AMOS was employed to examine the study hypotheses. The findings revealed the significant correlation between mobile marketing and online buying behaviour. The profound examination affirmed the positive relationships of each element of mobile marketing such as MMS, WAP, and SMS marketing. Despite, this study suggests several managerial implications together with future directions for academic researchers and practitioners.

Keywords: mobile marketing; SMS advertising; WAP advertising; MMS advertising; online consumer buying behaviour; Islamic Republic of Pakistan.

DOI: 10.1504/IJMC.2018.095119

International Journal of Mobile Communications, 2018 Vol.16 No.6, pp.624 - 643

Received: 09 Jan 2017
Accepted: 25 Sep 2017
Published online: 01 Oct 2018 *

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