confined to the timing of purchase and location. Shoppers are able to purchas
a
product at any time of the day as they are always available and with rapid
development in transportation modes the products could be delivered to the
shopper’s doorstep within a few days. Follow ing the discussions above, the first two
hypotheses are:
H1: There is a relationship between positive response to social media promotion
and shopper’s positive response to in-store promotion.
H2: Positive response to social media promotion increases shopper’s general
impulse purchase tendency.
2.2.2 Impulse Purchase Induced by Mobile Marketing
The worldwide growth of mobile phone users mainly smartphones has been so
significant in recent years. According to CNN reports, a staggering amount of almost
270 million smartphones were purchased internationally in 2010 and that figure is
expected to grow even more in the future with more developments in technology and
infrastructure. One of the main reasons for the high growth and demand of
smartphones is the need of people to be connected at all times (Lane and Manner,
2011). According to the Mobile Marketing Association, mobile marketing can be
defined as a set of activities that allows companies to interact and engage with their
 |