{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2024,6,12]],"date-time":"2024-06-12T18:34:16Z","timestamp":1718217256454},"reference-count":53,"publisher":"IGI Global","issue":"4","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2017,10,1]]},"abstract":"<p>The technological revolution has radically transformed the business paradigm toward wireless networks owing to widespread penetration of technology. The present study sought to investigate the relationship of mobile marketing (MM) and email marketing (EM) on exploratory information seeking (EIS) behavior of the consumers. To this end, the surveys were randomly disseminated among 1100 consumers from March 2016 to August 2016 in the context of Pakistan. Structural equation modeling (SEM) with AMOS integration was used to test the research hypotheses. The findings of this study revealed a positive relationship of the mobile marketing and email marketing on exploratory information seeking (EIS). In contrast, the profound analysis ensured a positive relationship of each sub-dimensions. This study furnishes empirical evidence in the literature of advertising to reinforce and ensure the significance of advanced mediums in today's business environment. This study recommends certain future studies for academics and practitioners.<\/p>","DOI":"10.4018\/ijeis.2017100105","type":"journal-article","created":{"date-parts":[[2017,10,11]],"date-time":"2017-10-11T16:17:08Z","timestamp":1507738628000},"page":"76-89","source":"Crossref","is-referenced-by-count":8,"title":["The Effect of Mobile Marketing and Email Marketing on Exploratory Information Seeking (EIS) Behavior of the Consumers"],"prefix":"10.4018","volume":"13","author":[{"given":"Abdul","family":"Waheed","sequence":"first","affiliation":[{"name":"Donlinks School of Economics and Management, University of Science and Technology Beijing, Beijing, China"}]},{"given":"Jianhua","family":"Yang","sequence":"additional","affiliation":[{"name":"Donlinks School of Economics and Management, University of Science and Technology Beijing, Beijing, China"}]}],"member":"2432","reference":[{"key":"IJEIS.2017100105-0","doi-asserted-by":"publisher","DOI":"10.1504\/IJMC.2004.004663"},{"key":"IJEIS.2017100105-1","doi-asserted-by":"publisher","DOI":"10.1002\/dir.10000"},{"issue":"1","key":"IJEIS.2017100105-2","first-page":"78","article-title":"Evaluating the effect of marketing activities on relationship quality in the banking sector: The case of private commercial banks in Jordan.","volume":"2","author":"A. A.-a.Basheer","year":"2010","journal-title":"International Journal of Marketing Studies"},{"issue":"3","key":"IJEIS.2017100105-3","first-page":"181","article-title":"Driving consumer acceptance of mobile marketing: A theoretical framework and empirical study.","volume":"6","author":"H. H.Bauer","year":"2005","journal-title":"Journal of Electronic Commerce Research"},{"key":"IJEIS.2017100105-4","doi-asserted-by":"publisher","DOI":"10.1016\/0167-8116(95)00037-2"},{"key":"IJEIS.2017100105-5","doi-asserted-by":"publisher","DOI":"10.1109\/ICCITechn.2014.7073103"},{"key":"IJEIS.2017100105-6","doi-asserted-by":"publisher","DOI":"10.4018\/JOEUC.2016040107"},{"key":"IJEIS.2017100105-7","doi-asserted-by":"publisher","DOI":"10.1080\/13527260127415"},{"key":"IJEIS.2017100105-8","doi-asserted-by":"publisher","DOI":"10.1002\/dir.20071"},{"key":"IJEIS.2017100105-9","author":"H. P.Brondmo","year":"2000","journal-title":"Engaged Customer: The New Rules of Internet Direct Marketing"},{"key":"IJEIS.2017100105-10","doi-asserted-by":"crossref","unstructured":"Cantrell, J., Ganz, O., Emelle, B., Moore, R., Rath, J., Hair, E. C., et al. (2017). Mobile marketing: an emerging strategy to promote electronic nicotine delivery systems. Tobacco Control.","DOI":"10.1136\/tobaccocontrol-2016-053413"},{"key":"IJEIS.2017100105-11","doi-asserted-by":"publisher","DOI":"10.1080\/14783360902781923"},{"key":"IJEIS.2017100105-12","doi-asserted-by":"publisher","DOI":"10.1108\/10662240410530835"},{"key":"IJEIS.2017100105-13","doi-asserted-by":"publisher","DOI":"10.1002\/dir.1020"},{"key":"IJEIS.2017100105-14","volume":"Vol. 26","author":"R. F.DeVellis","year":"2016","journal-title":"Scale development: Theory and applications"},{"key":"IJEIS.2017100105-15","doi-asserted-by":"publisher","DOI":"10.1109\/HICSS.2004.1265096"},{"key":"IJEIS.2017100105-16","doi-asserted-by":"publisher","DOI":"10.1108\/02635570410514061"},{"key":"IJEIS.2017100105-17","doi-asserted-by":"publisher","DOI":"10.1016\/j.tourman.2011.10.013"},{"key":"IJEIS.2017100105-18","doi-asserted-by":"publisher","DOI":"10.1108\/07363760810870671"},{"key":"IJEIS.2017100105-19","author":"R.Frost","year":"2000","journal-title":"Internet: a New Marketing Tool"},{"key":"IJEIS.2017100105-20","doi-asserted-by":"publisher","DOI":"10.1108\/07363761011086326"},{"key":"IJEIS.2017100105-21","doi-asserted-by":"publisher","DOI":"10.1007\/s11367-016-1099-4"},{"key":"IJEIS.2017100105-22","doi-asserted-by":"publisher","DOI":"10.1080\/10803548.2007.11073008"},{"key":"IJEIS.2017100105-23","doi-asserted-by":"crossref","unstructured":"Gurafu, C. (2008). Integrated online marketing communication: implementation and management. Journal of communication management, 12(2), 169-184.","DOI":"10.1108\/13632540810881974"},{"key":"IJEIS.2017100105-24","unstructured":"Hair, J. F., Jr., Anderson, R. E., Tatham, R. L., & Black, W.C. (1998). Multivariate Data Analysis (5th ed.). Upper Saddle River, NJ: Prentice-Hall, Inc."},{"key":"IJEIS.2017100105-25","doi-asserted-by":"publisher","DOI":"10.1108\/03090560910935541"},{"key":"IJEIS.2017100105-26","doi-asserted-by":"publisher","DOI":"10.1080\/15533610802174920"},{"key":"IJEIS.2017100105-27","doi-asserted-by":"publisher","DOI":"10.1080\/10196780802265793"},{"key":"IJEIS.2017100105-28","first-page":"397","author":"M.Leppaniemi","year":"2006","journal-title":"Integrated marketing communications in mobile context International Advertising and Communication"},{"issue":"2","key":"IJEIS.2017100105-29","doi-asserted-by":"crossref","first-page":"283","DOI":"10.2307\/25148636","article-title":"Review: Information technology and organizational performance: An integrative model of IT business value.","volume":"28","author":"N.Melville","year":"2004","journal-title":"Management Information Systems Quarterly"},{"key":"IJEIS.2017100105-30","doi-asserted-by":"publisher","DOI":"10.1057\/palgrave.jt.5750062"},{"key":"IJEIS.2017100105-31","unstructured":"Mullen, J., & Daniels, D. (2011). Email marketing: an hour a day: John Wiley & Sons. Retrived from https:\/\/books.google.com\/books?hl=en&lr=&id=e1NNTLwY_BkC&oi=fnd&pg=PP16&dq=Mullen+%26+Daniels,+2011&ots"},{"key":"IJEIS.2017100105-32","year":"2017"},{"key":"IJEIS.2017100105-33","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2007.11.010"},{"key":"IJEIS.2017100105-34","doi-asserted-by":"publisher","DOI":"10.1108\/02634501211231883"},{"key":"IJEIS.2017100105-35","doi-asserted-by":"publisher","DOI":"10.1086\/208815"},{"key":"IJEIS.2017100105-36","unstructured":"Report of Pakistan Internet User. (2017). Retrieved from http:\/\/www.internetlivestats.com\/internet-users\/pakistan\/"},{"key":"IJEIS.2017100105-37","unstructured":"Rettie, R. (2002). Email marketing: success factors. Retrieved from http:\/\/eprints.kingston.ac.uk\/2108\/1\/paper.html"},{"key":"IJEIS.2017100105-38","author":"R.Rettie","year":"2003","journal-title":"Email marketing: Success factors"},{"key":"IJEIS.2017100105-39","unstructured":"Sager, I. (2012). Before IPhone and Android came Simon, the first smartphone. Bloomberg Businessweek, 29."},{"key":"IJEIS.2017100105-40","doi-asserted-by":"publisher","DOI":"10.1016\/j.elerap.2004.10.006"},{"key":"IJEIS.2017100105-41","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijmedinf.2016.01.010"},{"issue":"2","key":"IJEIS.2017100105-42","first-page":"126","article-title":"Mobile marketing: Implications for marketing strategies.","volume":"5","author":"P.Smutkupt","year":"2010","journal-title":"International Journal of Mobile Marketing"},{"key":"IJEIS.2017100105-43","author":"J.Sterne","year":"2000","journal-title":"Email marketing: using email to reach your target audience and build customer relationships"},{"key":"IJEIS.2017100105-44","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijinfomgt.2009.08.009"},{"key":"IJEIS.2017100105-45","doi-asserted-by":"publisher","DOI":"10.1080\/10864415.1996.11518273"},{"key":"IJEIS.2017100105-46","doi-asserted-by":"publisher","DOI":"10.4018\/978-1-4666-0044-7.ch018"},{"key":"IJEIS.2017100105-47","doi-asserted-by":"publisher","DOI":"10.1504\/IJMC.2006.008605"},{"key":"IJEIS.2017100105-48","author":"L.Windham","year":"2000","journal-title":"The soul of the new consumer: The attitudes, behavior, and preferences of e-customers"},{"key":"IJEIS.2017100105-49","year":"2017"},{"key":"IJEIS.2017100105-50","unstructured":"Wu, J., Li, K. J., & Liu, J. S. (2016). Bayesian Inference for Assessing Effects of Email Marketing Campaigns. Journal of Business & Economic Statistics."},{"key":"IJEIS.2017100105-51","doi-asserted-by":"publisher","DOI":"10.4018\/joeuc.2015010104"},{"key":"IJEIS.2017100105-52","doi-asserted-by":"publisher","DOI":"10.1509\/jmr.16.0210"}],"container-title":["International Journal of Enterprise Information Systems"],"original-title":[],"language":"ng","link":[{"URL":"https:\/\/www.igi-global.com\/viewtitle.aspx?TitleId=190624","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2022,5,6]],"date-time":"2022-05-06T23:49:10Z","timestamp":1651880950000},"score":1,"resource":{"primary":{"URL":"https:\/\/services.igi-global.com\/resolvedoi\/resolve.aspx?doi=10.4018\/IJEIS.2017100105"}},"subtitle":["Communication Through Wireless Technologies"],"short-title":[],"issued":{"date-parts":[[2017,10,1]]},"references-count":53,"journal-issue":{"issue":"4","published-print":{"date-parts":[[2017,10]]}},"URL":"https:\/\/doi.org\/10.4018\/ijeis.2017100105","relation":{},"ISSN":["1548-1115","1548-1123"],"issn-type":[{"value":"1548-1115","type":"print"},{"value":"1548-1123","type":"electronic"}],"subject":[],"published":{"date-parts":[[2017,10,1]]}}}