OBSERVING THE ROLE OF ONLINE MARKETING STRATEGIES WITH CONSUMER BUYING BEHAVIOR IN THE PRESENCE OF ATTITUDE AS A MEDIATOR
Download| Volume 2 Issue 2 2021 | |
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| Author(s): |
Neelam Akbar
Imran Rafiq
Zia uddin
Muhammad Bilal
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| Abstract | The rationale of this research was to observe the mediating role of Attitude on the association between marketing mix elements and online consumer behavior. For this study, three Ps of marketing (product, price and promotion) was selected to observe their association with online consumer buying behaviour. This study adds value to the literature in the following ways; firstly it provides broader comprehension on online consumer buying behavior as a new technique in which businesses operate their activities. Secondly, it provides a detailed understanding of attitude as a mediator which elaborates its direct and indirect impact on online marketing mix elements and online consumer buying behavior, its direct effect is observed with online consumer buying behavior while its indirect effect as the mediator between online marketing mix components and online consumer buying behavior was considered. Regression analysis was employed along with the method of bootstrapping for analyzing the role of attitude as a mediator. Findings of the study showed that online marketing mix elements and online consumer buying behavior were positively and significantly associated with each other, it was observed in the findings that attitude partially mediates the association between online marketing mix components and online consumer buying behavior. |
| Keywords | Online Consumer Buying Behavior, Marketing Mix, Attitude |
| Year | 2021 |
| Volume | 2 |
| Issue | 2 |
| Type | Research paper, manuscript, article |
| Recognized by | Higher Education Commission of Pakistan, HEC | Category | "Y" | Journal Name | ILMA Journal of Social Sciences & Economics | Publisher Name | ILMA University | Jel Classification | - | DOI | http://dx.doi.org/ | ISSN no (E, Electronic) | 2790-5896 | ISSN no (P, Print) | 2709-2232 | Country | Pakistan | City | Karachi | Institution Type | University | Journal Type | Open Access | Manuscript Processing | Blind Peer Reviewed | Format | Paper Link | http://ijsse.ilmauniversity.edu.pk/arc/Vol2/pdf/v2/3.pdf | Page | - |