Title: A path to empower consumers' lookout: analysing the role of digital strategies on consumers' intention to buy from the perspective of TBP

Authors: Abdul Waheed; Wasim Ahmad; Nida Syed; Umar Farooq; Sher Zaman Khan; Muhammad Faisal Shahzad

Addresses: Dr. Hasan Murad School of Management (HSM), University of Management and Technology, C-II Johar Town Near College Road Lahore, 54770, Pakistan ' UCSI Graduate Business School, UCSI University (Kuala Lumpur Campus), 56000, Malaysia ' Government College University Faisalabad, Sahiwal Campus, Near Pakpattan Chowk, 57000, Pakistan ' Dr. Hasan Murad School of Management (HSM), University of Management and Technology, C-II Johar Town Near College Road Lahore, 54770, Pakistan ' Gomal University, Gomal Road. D.I. Khan, KPK, 29220, Pakistan ' Dr. Hasan Murad School of Management (HSM), University of Management and Technology, C-II Johar Town Near College Road Lahore, 54770, Pakistan

Abstract: Information communication technologies (ICTs) have improved organisational operations such as marketing operations, both within developed and developing nations of the world. More work eventually needs to be reported specifically to guarantee the significance of e-marketing (eM) methods in developing nations. This study tries to uncover the role of e-marketing methods, i.e., mobile, email, and internet on consumers' online intention from the perspective of Pakistan. It was found that there is a positive nexus between e-marketing tools and consumers' intention (CI) whereas comprehensive findings assured the positive linkages among each determinant of eM on CI such as mobile (MMk) and CI, internet (IMk) and CI, as well as email marketing (EMk) and CI. Since a large number of consumers are utilising internet-based tools, consequently targeting consumers in the way they want to be positioned would be more appropriate for the businesses in order to embrace innovative strategies. This study endows multifarious insights in marketing management along with future research options for scholars.

Keywords: electronic marketing; consumer intention; positioning strategies; emerging markets.

DOI: 10.1504/IJECRM.2022.126890

International Journal of Electronic Customer Relationship Management, 2022 Vol.13 No.4, pp.342 - 356

Received: 03 Jan 2022
Accepted: 08 May 2022
Published online: 11 Nov 2022 *

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