Impact of different marketing channel for consumer

to buy product
by Riya Gandhi
And
Krishna Waghwala
OBJECTIVE

To know what type of channel attract

to buy

To know different buying behaviour

To know different marketing channel used

in different
•   Janny C. Hoekstra, Peter S.H. Leeflang
• Thriving through turbulence lessons from marketing academia and marketing practice

• Journal Pre-proof

• 28 April 2022    
•   Adnan Veysel Ertemel, (Ph.D.)
Istanbul Commerce University, Turkey
Ahmad Ammoura, (MSc.)
Istanbul Bilgi University, Turkey THE ROLE OF SOCIAL MEDIA ADVERTISING IN CONSUMER BUYING
BEHAVIOR International Journal of Commerce and Finance 1, 2016, The Research Methodology,Regression
scores for the five steps need recognition theory,Demographics factor One-Way ANOVA test results,Multiple
Comparisons to income categories regarding to consumer buying behavior
Dependent Variable: Consumer Buying Behavior,Conclusion:-  
  Jonida Xhema*. Effect of Social Networks on Consumer Behaviour: Complex
Buying ScienceDirect Jonida Xhema / IFAC PapersOnLine 52-25 (2019) 504–
508 hypotheses:- This study has three hypotheses:
H1: Social Networks negatively affect customer loyalty.
H2: Social Networks negatively affect customer tolerance.
H3: Social networks positively .METHODOLOGY:-This study examines the
relationship between Social
  Omar Marzouk, Joni Salminen, Pengyi Zhang, Bernard J. Jansen* Which Message? Which Channel? Which
Customer?: Exploring Response Rates in Multi-
Channel Marketing Using Short-Form Advertising Journal Pre-proof July 30, 2021. Hypotheses:- H1: Emotional
messages result in a higher response rate than rational messages in short form
advertising.H1a: Positive emotional messages result in a higher response rate than negative emotional
and rational messages in short form advertising.
H1b: Negative emotional messages result in a higher response rate than rational messages
in short form advertising.H2: Social messages result in a higher response rate than rational messages in short form
advertising.H3: Mobile app notification has a higher response rate than Facebook advertisement and text
messaging in short form advertising.
H3a: Mobile app notification has a higher response rate for emotional and rational messages
than other channels in short form advertising.
H3b: A Facebook advertisement has a higher response rate for social messages than other
channels in short form advertising.H4: There are customer characteristics that indicate response rates in short form
advertising.
H4a: There are customer characteristics that indicate response rates based on the message
type in short form advertising.
H4b: There are customer characteristics that indicate response rates based on the channel in
short form advertising.Methodology :- Rational: contain factual statements and descriptions of the offer.
  Blandína Šramová*
Comenius University in Bratislava, Faculty of Education, Račianska 59, 813
34 Bratislava, Slovak Republic Media literacy and Marketing Consumerism
Focused on Children ScienceDirect year 2014 Realizing that children
consumers have increasing powers and that their pressure on the shopping
behavior of the
parents increases with their age leads to a higher attention of marketing
professionals to children consumers.The Development of Child into a
Consumer.The Negative Effects of Commercialization.Media Literacy and
Consumer Behaviour.  
  Blandína Šramová*
Comenius University in Bratislava, Faculty of Education, Račianska 59, 813 34 Bratislava, Slovak Republic
Media literacy and Marketing Consumerism Focused on Children ScienceDirect year 2014 Realizing that
children consumers have increasing powers and that their pressure on the shopping behavior of the
parents increases with their age leads to a higher attention of marketing professionals to children
consumers.The Development of Child into a Consumer.The Negative Effects of Commercialization.Media
Literacy and Consumer Behaviour.  
 Muhammad Bilal Gulfraz a
, Muhammad Sufyan b,c,*
, Mekhail Mustak d,e,f
, Joni Salminen g,h
, Understanding the impact of online customers’ shopping experience on
online impulsive buying: A study on two leading E-commerce platforms. Journal of Retailing and Consumer Services 7th April 2022 Impulsive buying in online context.Online
customers’ shopping experience.Online customers’ attitudinal loyalty and self control.Hypothesis:- H1. There is a positive relationship between (a) interactivity, (b) infor-
mativeness, (c) visual engagement, and (d) navigation and search ease
components of the functional dimension of the OCSE and online impulsive.H2. There is a positive relationship between psychological components of
the OCSE—(a) trust, (b) convenience, and (c) enjoyment—and online.H3. There is a positive relationship between the functional components of
the OCSE—(a) interactivity, (b) informativeness, (c) visual engagement, and
(d) navigation and search ease—and the customers’ attitudinal loyalty.H4. There is a positive relationship between psychological components of
the OCSE—(a) trust, (b) convenience, and (c) enjoyment—and customers’.H5. Customers’ attitudinal loyalty towards the e-commerce platform is
positively associated with online impulsive buying.H6. The relationships between the functional components of the OCSE—
(a) interactivity, (b) informativeness, (c) visual engagements, and (d) nav-
igation and search ease—and online impulsive buying is mediated by the
attitudinal loyalty towards an e-commerce platform.H7. The relationships between the psychological components of the OCSE—
(a) trust, (b) convenience, (c) enjoyment—and online impulsive buying is
mediated by the attitudinal loyalty towards an e-commerce platform.H8. The relationship between attitudinal loyalty towards an e-commerce
platform and online impulsive buying is negatively moderated by self-control.Methodology:- Data collection, Measurement model,Common method variance,Structural model
assessment  
Research and intervention

  Social media Mobile marketing   seo Tv ads Word of

mouth

Need 45.5 54.5   9.1 27.3 36.4

Expection 45.5 54.5   18.2 18.2 27.3

Utilitarian 54.5 27.3   18.2 18.2 18.2

Budget 63.6 18.2   18.2 18.2 36.4