Impact Of Electronic Marketing Tools, And Electronic Word Of Mouth On Online Purchase Intention: Empirical Study On University Students In Tabuk

Authors

  • Hebatalla Mohsen Mohammed Abd el baki

Keywords:

electronic marketing- electronic marketing tools- social media marketing- search engine marketing- e- mail marketing- electronic word of mouth- online purchase intention.

Abstract

This paper aims to study impactof electronic marketing tools, and electronic word of mouth on online purchase intention: empirical study on university Students in Tabuk, and also aim to study the different tools of Electronic marketing. The objective of this study is

To examine the impact of E M tools on online purchase intention, the study aims to examine the impact of E W O M on online purchase intention, andto find out what is the most effective tool of E M impact on online purchase intention.The study was conducted in University of Tabuk in Saudi Arabia , the research hypotheses was adopted based on the previous studies, and Based on variables of the study . The researcher used the descriptive analytical method; The Data was collected through Field research (questionnaire)  among 120  respondents. The results show there was a positive correlation between electronic marketing tools and online purchase intention among university students. This study recommends that companies should move away from conventional marketing techniques and inculcate electronic marketing into their marketing plans in order to better stay connected with customer.

References

- AB HAMID, N. R. 2008". Consumers' Behavior towards Internet Technology and Internet Marketing Tools." International Journal of Communications, 2, 195-204.

- ADEGOKE, Y. 2004." Web still fastest growing channel in marketing mix." New Media Age, PP,22-23.

- Ahed al haraizah, AsaadMubarak,andAbdulmaaz khamis,2020, " the role of E- marketing tools in constructing online consumer behavior of omani youth in muscat city" - journal of critical reviews, Vol, 7,2020 pp 1270- 1280.

- AJzen ,I , 1985, From intention to action : A theory of planned behavior, action control : from cognition to behavior, new york.

- Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., &Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177-1190.

- Al-Emran, M., Mezhuyev, V., &Kamaludin, A. (2018). Students’ Perceptions towards the Integration of Knowledge Management Processes in M-learning Systems: A Preliminary Study. International Journal of Engineering Education, 34(2), 371– 380.

- Ali, Z., Ejaz, S., Aleem, A., Saeed, M. U., Tahir, F. A., &Kashif, M., (2015)." Understanding E-Marketing as a Firm's Promotional tool and Its Impact on Consumer Perception. ,International Journal of Academic research in business and sciol sciences, vol(5),

No 3, pp 365- 379.

- Almana, Amal M., and Abdulrahman A., A.Mirza,2013, the impact of electronic word of mouth, purchasing decision, international journal of computer applications, 82,9.pp 23-31

- Al-Qaysi, N., & Al-Emran, M. (2017). Code-switching Usage in Social Media: A Case Study from Oman. International Journal of Information Technology and Language Studies,

- Al-Qaysi, N., Mohamad-Nordin, N., & Al-Emran, M. (2018). A Systematic Review of Social Media Acceptance from the Perspective of Educational and Information Systems Theories and Models. Journal of Educational Computing Research. https://doi.org/https://doi.org/10.1177/0735633118817879

- Alrwashdeh, M,.Emeagwali, O.M and aljuhmani,h2019," the effect of electronic word of mouth communication on purchase intention and brand image : an applicant smartphone brands in north Cyprus, management science letters(9) pp505-518.

- AreebaToor, MudassirHusnain , and TalhaHussain, 2017, " The Impact of Social Network Marketing on Consumer Purchase Intention in Pakistan: Consumer Engagement as a Mediator"Asian Journal of Business and Accounting 10(1), 2017pp 167- 200.

- Ashwini.N,&Manjula. R. (October 2015 - March 2016). AN EMPIRICAL STUDY ON CONSUMERS PERCEPTION TOWARDS ONLINE SHOPPING. International

Journal of Management and Commerce Innovations, 1103-1110.

- Athapaththu, J. C., &Kulathunga, K. M. S. D. (2018). Factors affecting online purchase intention: A study of Sri Lankan online customers. International Journal of Scientific & Technology Research, 9(7), 120-128.

- AYSEN AKYUZ,2013, 'Determinant factors influencing E W OM ,Mediterranean journal of social sciences ,MCER Publishing, Rome – Italy.

- Back, Aaron. (2009). Baidu May be Set for Costly Changes. Wall Street Journal, January 8, 2009.

- Baker , w., E., & sinkula,J.M,2005,"market orientation and new product, paradov, Journal of product innovation managagement,22,6,pp 483-502.

- Baker, A. M., Donthu, N., & Kumar, V. (2016). Investigating how word-of-mouth conversations about brands influence purchase and retransmission intentions. Journal of Marketing Research, 53(2), 225- 239.

- BAKER, M. J. & HART, S. 2007. The Marketing Book, Butterworth-Heinemann -

- Balakrishnan, B.K ,Dahnil, M., I, and YI, W.J.( 2014), THE Impact of sciol media marketing medium toward purchase intention and brand loyalty among Generation Y', social and behavioral sciences.

- Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal, 6(1), 128-148.

- Busby M.; Learn Google; Wordware Publishing; Plano; 2004; pp. 25

- CHAFFEY, D. 2009. E-business and e-commerce management: strategy, implementation and practice, GB, Pearson Education.

- Chaffey, D., Mayer, R., Johnston, K., and Ellis-Chadwick, FE. (2003). Business-to- business Internet marketing. In: Chaffey D, editor. Internet marketing: strategy, Implementation and practice. Harlow, Essex: Pearson Education – China Machine Press; 2003

- Charo, N., Sharma, P., Shaikh, S., Haseeb, A. and Sufya, M. (2015), “Determining the impact of e-WOM on brand image and purchase intention through adoption of online opinions”, International Journal of Humanities and Management Sciences (IJHMS), Vol. 3 No. 1, pp. 41-46.

- Chevalier, J. &Mayzlin D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43 (3), 345-354.

- Colliander,J. and Dahlen,M.(2011), following the fashionable friend: the power of social media- weighing the publicity effectiveness of blog versus online magazines , journal of advertising research51(1) pp313-244.

- Dehghani , M &Tumer , M.2015, " A research on Effectiveness of face book advertising on Enhancing purchase intention of consumers" , computers in human behavior,49: pp597- 600.

- Dehkordi, G., Rezvani, S., Rahman, M., Fouladivanda, F., &Jouya, S. (2012). A Conceptual Study on E-marketing and Its Operation on Firm's Promotion and Understanding Customer’s Response. International Journal of Business and Management, 7( 19).

- Devkant Kala& D.S. Chaubey, 2018," Impact of Electronic Word of Mouth on Brand Image and Purchase Intention towards Lifestyle Products in India"Pacific Business Review International Volume 10 Issue 9, March 2018, pp 135-144

- Dewing, M. (2012). Social media: An Introduction. Parliamentary Information and Research Service Social Affairs Division. Canada: Library of Parliament.

- Doh, S. J., & Hwang, J. S. (2009). How consumers evaluate EWOM (electronic word- of-mouth) messages. CyberPsychology& Behavior, 12(2), 193-197.

- Donni , R ., Dastane,o,heba ,h ,.f &selvraraj ,k (2018), " consumer perception factors for fashion M- commerce and its on loyalty among working adults . business and economic research 8(2) .168-192 .

- Duffett, R. G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers, 18(1), 19-39.

- D.chaffey, F., Ellis chadwick, R. Mayer, and k., Johnston, internet marketing : strategy , implementation and practice", financial times hall.,2009.

- El – Gohary,H.,(2010) .E – Marketing – A Literature Review from a small business perspective, international journal of business and social science1(1).

- - ELEY, B. & TILLEY, S. 2009. Online Marketing Inside Out. In: STEELE, K. (ed.). SitePoint Pty. Ltd.

- F.Iddris&M.Ibrahim," examining the relationships between e – marketing adoption and marketing performance of small and medium enterprises in Ghana, journal of marketing and consumer research, vol 10,pp 160-169.

- G.J Dehkordi,s.,rezvani,m.s. rahman,f.fouldivanda,n.nahahid,ands.f.jouya"A conceptual study on E Marketing and its operations on firms promotion and understanding customers response" international journal of business & management, 2012.vol 7 no 19,p114.

- Gandhi Imran&Dalian Zakhaev, 2017, IMPACT OF ELECTRONIC MARKETING ON CUSTOMER PURCHASE BEHAVIOR IN THE INDIAN HOSPITALITY

INDUSTRY Global ,Journal of Marketing Science, 2(4):41-55.

- - Gandhi Imran& Dalian zakhaev, 2017," impact of electronic marketing on customer purchase behavior in indianhospitityindustry,Global journal of marketing , vol2 , no4 pp 4155.

- GhavamiLAhiji, S. (2016). The Effect of Email Marketing on Buyers’ Behavior.

International Journal of Innovative and Applied Research, 4(1), 77-80.

- Ghose, Anindya, and Sha Yang (2009), “An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets,” Management Science, 55 (10), 1605–22

- Godey, B., Manthiou, A., Pederzoli, D., Joonas, R., Aiello, G., Donvito, R., and Singh, R. (2016). Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior. Journal of Business Research, 69(12), 5833-5841.

- Goyette, I., Ricard, L., Bergeron, J., &Marticotte, F. (2010). E‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1), 5- 23.

- Greenhill, D. (4). Pillars of Digital Marketing for luxury brands.

- Gupta, P., & Harris, J. (2010). How e-WOM recommendations influence product consideration and quality of choice: A motivation to process information perspective. Journal of Business Research, 63(9-10), 1041-1049.

- H.EL- Gohary, " E – marketing – A literature review from a small business perspective " international journal of business and social science ,2010,vol 1,no1 ,pp 214-244.

- Hanna, R., Rohm, A., & Crittenden, V. L. (2011). We’re all connected: The power of the social media. Business Horizons, 54, 265-273.

- Hartemo , M., (2016). Email marketing in the era of the empowered consumer.

Journal of Research in Interactive Marketing, Vol. 10 No. 3, pp. 212-230.

- Hausman, A. V., &Siekpe, J. S. (2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research, 62(1), 5- 13.Available at: https://doi.org/10.1016/j.jbusres.2008.01.018.

- Hennig-Thurau, T., Gwinner, K. P., Walsh, G., &Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet?.Journal of Interactive Marketing, 18(1), 38-52.

- Huang , x , su, D.(2011) , Research on online shopping intention of undergraduate consumer in china – based on the theory of planned behavior, international business .

- International Journal of Academic Research in Business and Social Sciences, 5(3), 365.

- Jain , n. 2014 E Marketing and the consumer decision making process. Noida: JAYPEE INSTITUE OF INFORMATION TECHNOLGY.

- Jalilvand, M.R. and Samiei, N. (2012), “The effect of electronic word of mouth on brand image and purchase intention: an empirical study in the automobile industry in Iran”, Marketing Intelligence and Planning, Vol. 30 No. 4, pp. 460-476.

- Kang, M. J. (2005). A Study on the Effect of Features of Brand Community Using One-person Media on Consumers. Seoul: Seoul National University.

- Kannan ,p .k ( 2017), Digital marketing : A framework ,review and research agenda ,

.international Journal of research in marketing ,34(1),22-45.

- Kim, A. J., &Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.

- Kim, A. J., &Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164-171.

- Laudon,k.c.,&laudon,j.p.(2018),management information system: managing in the digital firm, parsons.

- Lee, J., Lee, J. Shin, H (2011).The long tail or the short tail: The category-specific impact of eWOM on sales distribution. Decision Support Systems, 51, 466- 479.

- Ling , k.c., l.,t, &piew., t h( 2010) the effects of shopping orientations , online trust and prior online purchase experience toward customer: online purchase intention , international business research ,3,3,pp 63-76.

- M. R. Jalilvand, S. S. Esfahani, and N. Samiei, ―Electronic word-of mouth:

Challenges and opportunities,‖Procedia Computer Science, vol. 3, pp. 42-46, 2011.

- MamtaChawla, Mohammad naved&Anujapandey, 2015" online buying behaviour : A Brief review and update, Journal of management & research .pp3.

- Maoyan, Z. Sangyang.(2014). Consumer purchase intention research based on social media marketing. International Journal of Business and Social Science, 5(10), 92-97.

- Meng, X. ( 2009). Developing Model of E-commerce E-marketing .International Symposium on Information Processing , 225-228

- Merisavo. M., and Raulas. M. (2004). The impact of e-mail marketing on brand loyalty. Journal of Product & Brand Management, 13(7) pp. 498-505.

- Mersey, R., Davis, Malthouse E. & Calder B. (2010). Engagement with online media.

Journal of Media Business Studies, 7(2), 39-56.

- Michael Trusov, Randolph E. Bucklin, KoenPauwels (2009). Effects of Word-of- Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site. Journal

- Mirabi ,V., Akbariyeh, H., &Tahmasebifard, H,2015, A study of factors affecting on customers purchase intention, journal of multidisciplinary engineering science and technology 2(1)- pp267-273.

- Mort, Gillian Sullivan; Drennan, Judy, “Mobile digital technology: Emerging issue for marketing”, The Journal of Database Marketing”, Volume 10, Number 1, 1 September 2002 , pp. 9-23.

- Moustakas, E., Ranganathan, C.,Duquenoy, P. (2006). E-mail marketing at the crossroads: a stakeholder analysis of unsolicited commercial e-mail (spam). Internet Research, 16(1), pp 38–52.

- Nileshpawar&Alaknanda pagar,2016," Impact of different ways of internet marketing on customer decision making ", research front,vol 4 ,no2 pp21-28.

- omkardastane ,2020 " impact of digital marketing on online purchase intention : mediation effect of customer relationship management" journal of Asian business strategy , vol 10,no 1,pp142- 158

- Park, D.H. & Lee, J. (2008). EWOM overload and its effect on consumer behavioral intention depending on consumer involvement. Electronic Commerce Research and Applications, 7, 386-398.

- Peppers, D., & Rodgers, M. (2000). Email marketing maximized. Peppers and Rodgers Group, Stamford, CA.

- Poddar A, Donthu N, Wei Y. (2009). Web site customer orientation, web site quality, and purchase intentions: the role of web site personality. J Bus Res; Vol.62, PP. 441– 450.

- Prytherch R.; Search Engine; Gower; 2000; pp. 657

- Raad, M., YeassenAlam, GM., Zaidan, BB.,&Zaidan, AA. (2010). Impact of spam advertisement through email: A study to assess the influence of the anti-spam on the email marketing. African Journal of business Management, 4(11), 2362-2367.

- Safie ,N., Satar, M., Dastane, o., &Ma"arif , M.,Y. (2019) customer value proposition for E – Commerce : A case study approach .international journal of advanced computer science and Application (IJACSA) 10(2). , 454-458.Available at: https://doi.org/10.14569/ijacsa.2019.0100259.

- Salisbury , D, ,Pearson, R.A., Pearson,A,W,& Miller ,d.w.( 2001) , " perceived security and world wide web purchase intention ,", Industrial Management and data systems, 707(4) ,pp 165- 177.

- Sallam, M.A. and Wahid, N.A. (2015), “The effects of satisfaction and brand identification on brand love and brand equity outcome: the role of brand loyalty”, European Journal of Business and Social Sciences, Vol. 4 No. 9, pp. 42-55.

- SamsudeenSabraz Nawaz1 & Mubarak Kaldeen 2020 " Impact of Digital Marketing on Purchase Intention , International Journal of Advanced Science and Technology

,Vol. 29, No. 4, (2020), pp. 1113-1120

- Schwartz, B. . (2009). Yahoo to Drop Paid Inclusion Program, Accessed November 29, 2009 from http://searchengineland.com/yahoo-to-drop-paid-inclusion-program-

- Science, 25(4), 329–334.

- SHANKAR, V. & BATRA, R. 2009. The growing influence of online marketing communications.

- Sherlekar, s., 2008, marketing management. In S. Sherlekar, marketing management 14 ed, pp88-99, Himalaya publishing house.

- Shim, S., Eastlick, M., Lotz, S., & Warrington, P. (2001). An online pre purchase intentions model: The role of intention to search: Best Overall Paper Award—The Sixth Triennial AMS/ACRA Retailing Conference, 2000☆ 11. Journal of Retailing. Retrieved from http://www.sciencedirect.com/science/article/pii/S0022435901000513

- Soyoye ,k.m., &jenyo, G.K,2015,online marketing and consumer purchase behavior, British journal of marketing studies (3),1,pp 47-54

- Strauss, J.,& Frost, R.( 2012) E-marketing .Trad, Claudia Loverri. -

- T. Hennig-Thurau, K. P. Gwinner, G. Walsh and D. D. Gremler," Electronic word-of- mouth via consumer-opinion platforms: What motivates consumers to articulate

themselves on the Internet? ‖ Journal of Interactive Marketing, vol. 18, no. 1, pp. 38- 52, 2004.

- Tham, A., Croy, G. and Mair, J. (2013), “Social media in destination choice: distinctive electronic word of- mouth dimensions”, Journal of Travel and Tourism Marketing, Vol. 30 Nos 1/2, pp. 144-155.

- Thomas Martin Key,2017 , Domains of Digital Marketing Channels in the Sharing Economy, journal of Marketing Channels, 24:1-2, 27-38, DOI: 10.1080/1046669X.2017.1346977.-

- Vahdati, H., &MousaviNejad, S. H. (2016). Brand personality toward customer purchase intention: The intermediate role of electronic word-of-mouth and brand equity. Asian Academy of Management Journal, 21(2), 1-26.Available at: https://doi.org/10.21315/aamj2016.21.2.1

- WadyaMukhtar, Sadiq Mohammad, 2014, "EMPIRICAL EFFECT OF ELECTRONIC MARKETING ON CUSTOMER PATRONAGE AND RETENTION TOWARDS SHOPPING MALLS IN MANILA" Journal of the

Academy of Marketing

- Weber, L. (2007). Marketing to the Social Web: How Digital Customer Communities Build Your Business. New Jersey: Wiley.

- Wymbs, C. (2011). Digital marketing: The time for a new “academic major” has arrived. Journal of Marketing Education, 33(1), 93-106.

- Xiang, Z., U. Gretzel, and D. R Fesenmaier. (2009). Semantic representation of the online tourism domain. Journal of Travel Research, 47(4):440-453.

- Yoo, C. Y. (2014). Branding Potentials of Keyword Search Ads: The Effects of Ad Rankings on Brand Recognition and Evaluations. Journal of Advertising, 43(1), 85– 99.

- Zhang, J.Q., Craciun, G. and Shin, D. (2010), “When does electronic word-of-mouth matter? A study of consumer product reviews”, Journal of Business Research, Vol. 63 No. 12, pp. 1336-1341.

- Zulqurnain Ali et al .2015, " Understanding E-Marketing as a Firm’s Promotional tool and Its Impact on Consumer Perception " - International Journal of Academic Research in Business and Social Sciences March 2015, Vol. 5,

Downloads

Published

2021-10-30

How to Cite

baki, H. M. M. A. el . (2021). Impact Of Electronic Marketing Tools, And Electronic Word Of Mouth On Online Purchase Intention: Empirical Study On University Students In Tabuk. The Journal of Contemporary Issues in Business and Government, 27(5), 526–568. Retrieved from https://cibgp.com/au/index.php/1323-6903/article/view/2004

Issue

Vol. 27 No. 5 (2021): The journal of contemporary issues in business and government

Section

Articles

License

You are free to:

  1. Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
  2. Adapt — remix, transform, and build upon the material for any purpose, even commercially.
  3. The licensor cannot revoke these freedoms as long as you follow the license terms.

Under the following terms:

  1. Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
  2. No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.

Notices:

You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .

No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.