The Effect of Mobile Marketing and Email Marketing on Exploratory Information Seeking (EIS) Behavior of the Consumers: Communication Through Wireless Technologies

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.