nep-mkt New Economics Papers
on Marketing
Issue of 2021‒02‒01
two papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. A study on the effects of social media advertisement on consumer’s attitude and customer response By Hussain, Hadia; Murtaza, Murtaza; Ajmal, Areeb; Ahmed, Afreen; Khan, Muhammad Ovais Khalid
  2. Measuring overall convenience of consumers on online shopping and their behavioral intention By Munshi, M.Faris Uddin; Hussain, Hammad; Ahmed, Muneeb; Idress, Amir

  1. By: Hussain, Hadia; Murtaza, Murtaza; Ajmal, Areeb; Ahmed, Afreen; Khan, Muhammad Ovais Khalid
    Abstract: Given that Social Media Advertising put significant impact on Consumer’s attitude and shapes Customer’s buying behavior, so the managers of manufacturing industries of Pakistan should use the social media platform for their marketing activities. Concisely, we’ve got validated that Social media is becoming highly significant also as convenient for the businesses and helping them in using it as a tool for marketing, external promotions, customer management, and as an inside channel for employee communications. The study was involved with survey and analysis was conducted based on a total of 500 responses whereas most of the respondents were students who had experience in business sector and linked industry. The analysis used structural equation modeling to test the research model and hypothesis. The findings imply that Social Media Advertisement had significant impact on Consumer Attitude and Customer Response in business success, so the managers of manufacturing/business industries of Pakistan should use the social media platform for their marketing activities. As far as delimitations are concerned, this research focused on Social Media Advertising effects on consumer’s attitude and shapes customer buying behavior irrespective of other marketing tools. However, the data was collected from limited number of respondents, the study may contain biasness/unfairness because the results are self-reported and respondents may have answered inaccurately which may make the results less convincing.
    Keywords: Social Media Advertising, Consumer Attitude, Customer buying behavior, marketing tools.
    JEL: A10 I2
    Date: 2020
  2. By: Munshi, M.Faris Uddin; Hussain, Hammad; Ahmed, Muneeb; Idress, Amir
    Abstract: The purpose of this research to analyze overall convenience for consumers through online shopping and their behavioral intention towards online customer satisfaction. This study helps people who purchases product and services online because its aim on main factors which create impact on consumers when they buy from web-stores. Moreover, it is also beneficial for the companies and individual who sell their product and services via online. We used Structural Equation Modeling (SEM) with the sample size of 531. We have collected online survey questionnaire from respondent who are convenient to us from Karachi. The nature of the research is quantitative. The purpose of utilizing quantitative methodology that we are able to focus on variety of data to understand the behavior intention and customer satisfaction of those who engage in online shopping. The findings of this research shows that what factors managers should focus on to grow their online sales and improves the efficiency of their websites. Managers should be use it to develop strategies for effective and efficient business, enhance these variable in their online shopping process and make the experience convenient and safe for their customers. Five limitations are available for future studies. First, the data was only collected by 531 respondents. Second, data was collected by respondents living in Karachi, Pakistan. Third, data was collected by respondents that are convenient to us. Fourth, there was limited variable. Fifth, it only perform on SPSS and PLS, no other software used in this research for calculating result and we run only three test on PLS. These limitations, however, provide directions to the researcher.
    Keywords: Online shopping, Online customer satisfaction, Online transaction, Cash on delivery, Behavioral intention
    JEL: I20 I23
    Date: 2020–03–30

This nep-mkt issue is ©2021 by Marco Novarese. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
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