The impact of email marketing, mobile marketing and retargeting on consumer buying behavior / Lenard Jewol

This research identified the impact of Email marketing, Mobile marketing and Retargeting on consumer buying behavior in an online setup. With the growing trend of digitalization and internet, the dynamics of businesses are changing, and consumers are now heading towards online shopping. With these changes, it is very important for marketers to carefully examine their buying behavior and target them accordingly. Thus study helps in understanding that how with the help of Email marketing, Mobile marketing and Retargeting, online consumer behaviour can be changed. According to the hypothesis, all three variables had a positive effect on consumer purchases made by consumers. However, one of the hypotheses, i.e., Email markting has a ppositive impact on consumer buying behaviour wa rejected because of some issues; Emails go unnoticed or go in spam/junk, etc. Retargeting is relatively new concept in online advertising. Hence, the researchers opted for this variable to know its impact, and with the wide use of Retargeting in modem marketing, it showed a positive impact on comsumer buying behavior.