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Top1. Introduction
Appealing the consumers using e-marketing platforms is an evolving sphere that is obtaining intense concern of the marketers and practitioners in order to understand the insights within distinct themes across the world. Although various conventional marketing tools are already widely operational and reached at peak to target consumers over the past few decades (Waheed, Yang, Khan, Khan, & Farrukh, 2018). Nevertheless, the current competitive market scenario has changed the traditional trends and shifted towards advanced digitalized communication mediums to win over consumers to widely catch the consumers' attention (Waheed & Jianhua, 2018). Since the consumers are also extensively utilizing digital means of ICTs such as e-newsletters, social media, application in mobile devices, websites, and emails to collect product-specific information and try to understand the other features of the product by getting information from various digital platforms (Bawm & Nath, 2014; Walczak, Kellogg, & Gregg, 2012). However, obtaining the necessary and required information from various sources is not an easy task for the consumers since many factors involved in the information searching process on the current market scenario (Baumgartner & Steenkamp, 1996).
It is very essential for marketing professionals to identify and use advanced digital advertising tools to serve consumers in a better way (Constantinides, 2004; Constantinides et al.,, 2010). Because consumers are more attached with online platforms in today’s era such as by using social media, emails, and rest of the Interne-based tools. In this context, to trigger their attention toward particular product by means of eM could play effective role in broadcasting the information (Waheed & Yang, 2018). The instinct behavior of consumers of product or service in terms of buying is sometimes unintended which is referred to as occasional or impulse buying attitude (Tuyet Mai, Jung, Lantz, & Loeb, 2003). The tendencies of impulse buying behavior are related to two elements named as affective and cognitive (Verplanken & Herabadi, 2001). Moreover, this study mainly will answer the question how utilizations of e-marketing tools could effectively enhance organizational image and may support to broadcast the information of a particular product or service to consumers particularly while triggering their impulsive behavior. According to experts, the affective aspect of impulsive behavior is related to action, while the cognitive aspect explains opposite to the individual needs of a consumer (Verplanken & Herabadi, 2001). Indeed, prior researchers and practitioners have been investigated the role of Internet, e-marketing, and utilization of digital technologies in various outlooks such as promotional events (Ashfaq et al., 2021; Gao et al., 2021; Waheed et al., 2021). Although several studies have been done to understand the insights of online platforms with respect to consumers’ attention and advertisement perspectives in different industries worldwide (Canarslan & Bariş, 2022; Mostafa & Hannouf, 2022). Moreover, an exceptional work have been considered by the worldly scholars to uncover the influence of social media advertising and remainder Internet-based tools such as online gaming (Alharthey, 2021; Sadek, 2021). Likewise, another interesting study assure the insights how consumer might be engaged using Facebook platform (Al Kurdi & Alshurideh, 2021; Gupta & Sharma, 2021).