Impact Of E-Mail Marketing, Mobile Marketing, Retargeting And Online Consumer Buying Behavior Among Selected Marketing Students In Um Panabo College

Abstract

The study aimed to determine the relationship between e-mail marketing, mobile marketing, retargeting and online consumer buying behavior among selected marketing students of UM Panabo College. The independent variables of the study were e-mail marketing, mobile marketing and retargeting. On the other hand, the dependent variable of this study was online consumer buying behavior. The researchers used the descriptive correlation method and random sampling in determining the number of respondents and the statistical tools using the study were Mean and Pearson-r. The result of the computation using r-value for e-mail marketing is 0.626, for mobile marketing is 0.72 and for retargeting is 0.802 associated with the significant value of 0.000 of P-value which is less than the alpha of 0.05. Moreover, there is a significant relationship between e-mail marketing, mobile marketing, retargeting and online consumer buying behaviour among selected marketing students of UM Panabo College. It implies that e-mail marketing, mobile marketing and retargeting has an impact in online consumer buying behavior. In other words, e-mail marketing, mobile marketing and retargeting could affect the online consumer buying behavior among selected marketing students of UM Panabo College.

Keywords: E-mail marketing, Mobile Marketing, Retargeting, Online Consumer Buying Behavior