The impact of mobile marketing on online consumer buying behaviour: empirical evidence from Pakistan

The revolutionary technology has dramatically shifted the marketing operations toward wireless communications networks owing to the emergence and widespread diffusion. In contrast, consumer buying behaviour is also transforming toward advanced means of the technology over the past decades. The present study investigates the relationship between mobile marketing and online consumer buying behaviour within the contextualisation of Pakistan. The surveys were distributed among 1000 consumers between January 2016 and June 2016. Structural equation modelling using SPSS/AMOS was employed to examine the study hypotheses. The findings revealed the significant correlation between mobile marketing and online buying behaviour. The profound examination affirmed the positive relationships of each element of mobile marketing such as MMS, WAP, and SMS marketing. Despite, this study suggests several managerial implications together with future directions for academic researchers and practitioners.