Business Commons^™

The Effect Of Digital Marketing Implementation Through Location-Based Advertising On Customer's Purchase Intention: A Case Of Fmcg Products In Karachi, Maira Junejo, Iqra Anwar Shah

3rd IBA SBS International Conference 2024

The intended research will target the problem of lack of LBA application and ineffective utilization of LBA in mobile advertising in digital marketing. Not much focus has been given to this area of marketing in the existing literature as well as practice in the context of the FMCG sector in Karachi, Pakistan. Wibisurya (2018) alluded that LBA has the potential to positively influence a consumer’s behavior towards a type of advertisement being carried out. However, FMCG marketers show a significant lack of interest in the domain. Moreover, LBA performed through SMS advertising increases two-way communication between consumers and FMCG brands, …

The Use Of Social Listening In Understanding The Consumer Perception, Attitudes, Emotions, And Predicting The Purchase Intentions, Ubedullah Khoso

3rd IBA SBS International Conference 2024

Purpose: The objective of this research is to use social listening in exploring the factors which affect the consumers’ perceptions, attitude, and emotions which lead to purchase intentions.

Introduction and Literature Review: Over 3.8 billion people use social media that is around 45% of the world’s population(Statista, 2022). The ever evolving technologies and the adaption of these technologies is changing how we access information, how we communicate, and how we respond to different stimuli (Ospina, 2019). How we communicate, listen, and interpret using a domain of social media is termed as social listening (Stewart & Arnold, 2018). Specifically, social listening …

Neuromarketing: A Bibliometric Perspective Of The Field, Raja Rub Nawaz, Saniya Fayaz

3rd IBA SBS International Conference 2024

With an increase in studies relating to consumer perceptions, behaviors, cognition and potential markets, researchers are trying to understand the science of neuromarketing and the copious possibilities it puts forth. The present reviews in the field of neuromarketing are often limited when it comes to the scope or the discussion of documents and further subjects. This serves as a limitation to the consolidative and theoretical implications in the field. The study addresses this theoretical and methodological gap by charting the bibliometric analysis using the citation, and cooccurrence approaches by analyzing a total of 396 articles extracted from the Web of …

Examining Customer Loyalty Among Omni-Channel Users In The Age Of Disruptions In Retailing, Sheeraz Yar Khan, Jawaid A. Qureshi

3rd IBA SBS International Conference 2024

Amid tech-disruptions and the pandemic, COVID-19, the world has witnessed swift growth in omni-channels. This study aims to investigate the factors that influence the customer loyalty among omni-channel users. Omni-channels are famous platforms that connect customers with the brands. Firms strive hard to keep this channel more interactive and supportive in order to satisfy customers and create loyalty among them. Although it is an important aspect in modern business, fewer studies have been conducted in this area to provide a comprehensive model that not only helps to create satisfaction but also loyalty among users. The data for this study was …