Impact of E-Marketing on Consumer Behaviour

Abstract

The modern World and Marketing are moving more towards the electronic medium of business. Although Pakistan lacks the timeline but still changing its marketplace concerning the changing trend in the world. This study focuses on the Impact of this electronic medium usage and how it is affecting the conventional business practice and how the electronic platform has affected the purchasing patterns of the consumers. The impact of Corona Virus Pandemic also factors into the study for its impact on conventional consumers. This study uses the primary Approach to data collection and Analysis. Through analysis, the impact of Consumer Trust, Covid-19 and E-Marketing on Consumer Purchase Behavior were analyzed. The analysis used in this research contains the Cronbach’s Alpha test, Regression model, Anova and Pearson Correlation. From all these analytics, it was concluded that all the variables have impact on Consumer Purchase Decisions.