Impact Of E-Marketing On Influencing Consumer Purchase Decision: The Case Of UK Luxury Industry
Background of the Study
E-commerce has dramatically influenced the purchasing pattern of consumers and how they make amicable decisions. E-commerce, also known as electronic commerce (EC) or e-business refers to the process of selling and buying of services and goods, transmitting data or funds, over the internet or an electronic network. In their study, Samreen and Maria define e-marketing as an activity such as promotion, customer’s value, selling, buying, advertisement, distributing and any other relevant activity, which is done via online technology to transfer goods. There are several e-marketing sites such as e-bay, Google, MSN Facebook, Myspace, Yahoo, Twitter, and Linked In (Nizar, & Janathanan, 2017). E-commerce can be traced back to 1960s. However, a great revolution took place in the 1990s when individuals and businesses conducted numerous transactions online. The critical question is; how does e-marketing influence consumer purchase decision? Apart from demand and supply, interest rates, and inflation, the consumer’s purchasing power is also influenced by e-commerce.
Notably, there has been an influx of luxurious goods and services in the contemporary world, especially in the UK. The luxurious industry has remained significant over a considerable period due to its ability to provide excellent aesthetic value, classical business management style, and innovation. The leaders in this industry have struggled to ensure profits and revenue by improving customer management, innovative marketing mixes, high-quality services, and products and retail strategies. However, the recent entry of e-commerce approach in doing business has affected the luxury industry.
The research will be based on the following mind map. The luxury industry is usually driven by satisfaction. Ideally, the satisfaction in e-commerce is influenced by factors such as the quality of information provided, the quality of services and system quality regarding a particular product. Such factors are influenced by the beliefs held by an individual customer. It means that satisfactory is subjective. Sometimes the quality of information is usually determined by factors such as timelessness, format, accuracy, and content while system quality is affected by the ease of use, navigation, security, and response time. The qualities of the services offered are determined by responsive, empathy and assurance towards customers.
Statement of the Problem
The goal of the e-marketing is to reach as many consumers as possible via internet or electronically. The assumption is that e-commerce plays a more significant role in achieving the objective mentioned above. The idea is to influence consumers positively to consider purchasing a particular product (Apiraksattayakul, Papagiannidis, & Alamanos, 2017). Among the affected sectors, the luxury industry usually suffers the impact of e-marketing. Taking into consideration the UK luxury industry, this research will seek to identify and elucidate the impact of e-marketing on consumer’s decision-making process. According to the literature review, the technological revolution has changed how marketing process is undertaken. Many firms have conducted e-marketing across the world because it is less costly, quick and accurate. The literature leads to questions such as, how does e-marketing influence consumer purchasing behavior. What is the impact of e-marketing, especially in UK luxurious industry? Generally, the research will seek to gain insights on how e-marketing affects consumer’s purchasing decision in UK luxurious industry.
Justification for the Study
The results of this research can be beneficial as it is envisaged to add to the existing body of scientific knowledge on the matters concerning e-marketing, consumer purchasing behavior, and the luxurious industry in the UK. The information acquired can act as a reference for marketing managers in their efforts to arrive at an amicable decision.
SamreenLodhi, & Shoaib, M. (2017). Impact of E-marketing on consumer behavior: a case of Karachi, Pakistan. IOSR Journal of Business and Management, 19(1), 90-101.
(2019). [Ebook]. Retrieved from http://www.iosrjournals.org/iosr-jbm/papers/Vol19- issue1/Version-5/N19010590101.pdf
Apiraksattayakul, C., Papagiannidis, S., & Alamanos, E. (2017). Shopping via Instagram: the influence of perceptions of value, benefits and risks on purchase intentions. International Journal of Online Marketing (IJOM), 7(4), 1-20.
Nizar, N. A., & Janathanan, C. Impact of digital marketing on consumer purchase behaviour.
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