Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2022 International Conference on Financial Technology and Business Analysis (ICFTBA 2022), Part 1
Series Vol. 5 , 24 April 2023
Open
Access | Article
The Rise of Online Shopping after the Epidemic in the Perspective of Integrated Marketing Communication
* Author to whom correspondence should be addressed.
Abstract
Integrated Marketing Communications (IMC) has been associated with improved sales. Marketers have long relied upon IMC strategies to boost brand awareness, product appeal, and brand discrimination. The COVID-19 pandemic incited e-shopping behavior resulting from limited mobility. To arrest the spread, governments increased travel restrictions. Citizens also reduced movement to curb infections. Until then, shopping was a mobility-driven venture, and consumers readily took to online shopping, which hit $5 trillion in global value. The upward trajectory was maintained even after the restrictions were lifted, raising the question of whether IMC programs influenced post-pandemic e-shopping. This research sought to test IMC stimulation of post-COVID e-shopping. Specifically, the researcher tested IMC’s role in maintaining consumer interest and persuading impulse purchase -factors that eventually fostered post-pandemic online shopping. Using qualitative descriptive research, the researcher executed surveys and a case study that revealed IMC as a leading driver of post-pandemic online shopping. It is essential to research the importance of IMC as it is associated with the rise of internet shopping after the epidemic.
Keywords
Integrated marketing communication, epidemic COVID-19, internet shopping, social media
References
1. Coibion, O., Gorodnichenko, Y., & Weber, M. (2020). The cost of the COVID-19 crisis: Lockdowns, macroeconomic expectations, and consumer spending. National Bureau of Economic Research. https://doi.org/10.3386/w27141.
2. Ace, C. (2021). Successful marketing communications. A practical guide to planning and implementation. Published in association with the chartered institute of marketing, Butterworth-Heinemann
3. Percy, L. (2020). Strategic integrated marketing communication- Theory and practice. Butterworth-Heinemann
4. Coppola, D. (2022, Sep 27). E-commerce worldwide - statistics & facts. Statista. https://www.statista.com/topics/871/online-shopping/#dossierKeyfigures
5. Classen, M., & Friedli, T. (2019). Value-based marketing and sales of industrial services: A Systematic literature review in the age of digital technologies. Procedia CIRP, 83, 1-7. https://doi.org/10.1016/j.procir.2019.02.141
6. Aaker, D. A., & McLoughlin, D. (2022). Strategic market management: Global perspectives. John Wiley & Sons.
7. Dahiya, R. (2020). Consumers’ attitude towards digital marketing. Review of professional management- A Journal of New Delhi Institute of Management, 11(2) 42-51. https://doi.org/10.20968/rpm%2F2013%2Fv11%2Fi2%2F88697
8. Chen, S., & Lin, C. (2019). Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction. Technological Forecasting and Social Change, 140, 22-32. https://doi.org/10.1016/j.techfore.2018.11.025
9. Akter, M., & Sultana, N. (2020). Digital marketing communication and consumer buying decision process in pandemic standpoint (COVID-19): An empirical study of Bangladeshi customers in branded cosmetics perspective. Journal of Business and Management, 8(6). https://doi.org/10.4236/ojbm.2020.86167
10. United Nations Conference on Trade and Development UNCTAD) (2022). Covid-19 has changed online shopping forever, survey shows. https://unctad.org/news/covid-19-has-changed-online-shopping-forever-survey-shows.
11. Nguyen, M. H., Armoogum, J., & Nguyen Thi, B. (2021). Factors affecting the growth of e-shopping over the covid-19 era in Hanoi, Vietnam. Sustainability, 13(16). https://doi.org/10.3390/su13169205
12. Deighton, J. A. (2022). The future of interactive marketing. Harvard Business Review, 74, 151-60.
13. Joep, P. C. (2020). Change, continuity and progress: The concept of integrated marketing communications and marketing communications practice. Journal of Strategic Marketing, 11(4), 217-34
14. Akram, U., Hui, P., Khan, M. K., Tanveer, Y., Mehmood, K., & Ahmad, W. (2018). How website quality affects online impulse buying: Moderating effects of sales promotion and credit card use. Asia Pacific Journal of Marketing and Logistics, 3(1), 235-56. http://dx.doi.org/10.1108/APJML-04-2017-0073
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:
1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).
- Volume Title
- Proceedings of the 2022 International Conference on Financial Technology and Business Analysis (ICFTBA 2022), Part 1
- ISBN (Print)
- 978-1-915371-21-8
- ISBN (Online)
- 978-1-915371-22-5
- Published Date
- 24 April 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/5/20220051
- Copyright
- 24 April 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited