Safura M. KALLİER

90124

The Influence of Real-time Marketing Campaigns of Retailers on Consumer Purchase Behavior

The Influence of Real-time Marketing Campaigns of Retailers on Consumer Purchase Behavior

The rapid advancements in technology have provided retailers with various methods of communicating with the customer such as real-time marketing. Real-time marketing (RTM) allows retailers to interact with customers through various means in real time. Although many businesses are starting to adapt real-time marketing as a marketing tool in their businesses, the influence of real-time marketing on consumer purchase behaviour has not been investigated. The primary purpose of this study was therefore to determine the influence of real-time marketing campaigns of retailers on consumer purchase behaviour in South Africa. An empirical study was conducted, in which data was collected from consumers of retail stores in the Gauteng province of South Africa by means of a web-based (computer-assisted), self-administered questionnaire. A quantitative approach was followed in order to satisfy the research objectives of the study. The study found that RTM campaigns that were personalised and offered immediate discounts influenced consumers behaviours.

Keywords:

Real-time marketing, consumer behaviour, retailers technology,

International Review of Management and Marketing-Cover

Başlangıç: 2011
Yayıncı: İlhan ÖZTÜRK

Arşiv

Sayıdaki Diğer Makaleler

The Conception of Consumer Perceived Risk towards Online Purchases of Apparel and an Idiosyncratic Scrutiny of Perceived Social Risk: A Review of Literature

Eugine Tafadzwa Maziriri, Tinashe Chuchu

Could Profitability, Activity and Use of Equity Finance Increasing DuPont Model of Return on Equity? Jordanian Case

Lina Hani WARRAD, Mahmoud NASSAR

Investigating the Impact of Talent Management on the Retention of Human Resources: A Study in Zahedan Municipality

Zohreh KOHESTANY, Nour Mohammad YAGHOUBİ

The Roles of Strategic Planning in Organizational Crisis Management: The Case of Jordanian Banking Sector

Hasan Yousef ALJUHMANİ, Okechukwu Lawrence EMEAGWALİ

Evolution of Management Theory within 20 Century: A Systemic Overview of Paradigm Shifts in Management

Sasan Torabzadeh KHORASANİ, Maryam ALMASİFARD

The Impact of Social Websites over Jordanian Students’ Intentions of Active political Participation: An Application of Theory of Planned Behavior

Samer M. AL-MOHAMMAD

A Critical Study of Cost Approaches in the Accounting Thought: Conceptual Study

Adeeb Abdulwahab AL-HEBRY, Ebrahim Mohammed AL-MATARİ

Do Small, Medium and Micro Enterprises Have the Capacity and will to Employ More People: Solution to Unemployment or Just a Pipe Dream?

Michael Colin CANT

Compiling a Model to Foster Organizational Leaders According to Data-Base Theory in Oil Company

Majid ARASH, Hamid RAHİMİAN, Abbas ABBASPOUR, Ali DELAVAR

The Influence of Real-time Marketing Campaigns of Retailers on Consumer Purchase Behavior

Safura M. KALLİER