{"id":"https://openalex.org/W2774866187","doi":"https://doi.org/10.1504/ijmc.2018.10009564","title":"The impact of mobile marketing on online consumer buying behavior: empirical evidence from Pakistan","display_name":"The impact of mobile marketing on online consumer buying behavior: empirical evidence from Pakistan","publication_year":2017,"publication_date":"2017-12-06","ids":{"openalex":"https://openalex.org/W2774866187","doi":"https://doi.org/10.1504/ijmc.2018.10009564","mag":"2774866187"},"language":"en","primary_location":{"id":"doi:10.1504/ijmc.2018.10009564","is_oa":false,"landing_page_url":"https://doi.org/10.1504/ijmc.2018.10009564","pdf_url":null,"source":{"id":"https://openalex.org/S11933594","display_name":"International Journal of Mobile Communications","issn_l":"1470-949X","issn":["1470-949X","1741-5217"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310317825","host_organization_name":"Inderscience Publishers","host_organization_lineage":["https://openalex.org/P4310317825"],"host_organization_lineage_names":["Inderscience Publishers"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Mobile Communications","raw_type":"journal-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5049238656","display_name":"Abdul Waheed","orcid":"https://orcid.org/0000-0002-6667-4660"},"institutions":[{"id":"https://openalex.org/I92403157","display_name":"University of Science and Technology Beijing","ror":"https://ror.org/02egmk993","country_code":"CN","type":"education","lineage":["https://openalex.org/I92403157"]}],"countries":["CN"],"is_corresponding":true,"raw_author_name":"Abdul Waheed","raw_affiliation_strings":["Donlinks School of Economics and Management, University of Science and Technology Beijing, 30-Xueyuan Road, Haidian District, Beijing 100083, China"],"affiliations":[{"raw_affiliation_string":"Donlinks School of Economics and Management, University of Science and Technology Beijing, 30-Xueyuan Road, Haidian District, Beijing 100083, China","institution_ids":["https://openalex.org/I92403157"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5101495326","display_name":"Jianhua Yang","orcid":"https://orcid.org/0000-0002-7537-3229"},"institutions":[{"id":"https://openalex.org/I92403157","display_name":"University of Science and Technology Beijing","ror":"https://ror.org/02egmk993","country_code":"CN","type":"education","lineage":["https://openalex.org/I92403157"]}],"countries":["CN"],"is_corresponding":false,"raw_author_name":"Jianhua Yang","raw_affiliation_strings":["Donlinks School of Economics and Management, University of Science and Technology Beijing, 30-Xueyuan Road, Haidian District, Beijing 100083, China"],"affiliations":[{"raw_affiliation_string":"Donlinks School of Economics and Management, University of Science and Technology Beijing, 30-Xueyuan Road, Haidian District, Beijing 100083, China","institution_ids":["https://openalex.org/I92403157"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":2,"corresponding_author_ids":["https://openalex.org/A5049238656"],"corresponding_institution_ids":["https://openalex.org/I92403157"],"apc_list":null,"apc_paid":null,"fwci":1.8971,"has_fulltext":false,"cited_by_count":6,"citation_normalized_percentile":{"value":0.91195074,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":97},"biblio":{"volume":"16","issue":"1","first_page":"1","last_page":"1"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10068","display_name":"Technology Adoption and User Behaviour","score":0.9846000075340271,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10068","display_name":"Technology Adoption and User Behaviour","score":0.9846000075340271,"subfield":{"id":"https://openalex.org/subfields/1802","display_name":"Information Systems and Management"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.9728000164031982,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14064","display_name":"Organizational and Employee Performance","score":0.9351999759674072,"subfield":{"id":"https://openalex.org/subfields/1702","display_name":"Artificial Intelligence"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/mobile-marketing","display_name":"Mobile marketing","score":0.7155650854110718},{"id":"https://openalex.org/keywords/marketing","display_name":"Marketing","score":0.6555492281913757},{"id":"https://openalex.org/keywords/structural-equation-modeling","display_name":"Structural equation modeling","score":0.6056309342384338},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.5754410028457642},{"id":"https://openalex.org/keywords/consumer-behaviour","display_name":"Consumer behaviour","score":0.49133625626564026},{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.47222068905830383},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"Digital marketing","score":0.34425482153892517},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.12522917985916138}],"concepts":[{"id":"https://openalex.org/C2986582350","wikidata":"https://www.wikidata.org/wiki/Q1539329","display_name":"Mobile marketing","level":3,"score":0.7155650854110718},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.6555492281913757},{"id":"https://openalex.org/C71104824","wikidata":"https://www.wikidata.org/wiki/Q1476639","display_name":"Structural equation modeling","level":2,"score":0.6056309342384338},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5754410028457642},{"id":"https://openalex.org/C23213687","wikidata":"https://www.wikidata.org/wiki/Q301468","display_name":"Consumer behaviour","level":2,"score":0.49133625626564026},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.47222068905830383},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.34425482153892517},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.12522917985916138},{"id":"https://openalex.org/C119857082","wikidata":"https://www.wikidata.org/wiki/Q2539","display_name":"Machine learning","level":1,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1504/ijmc.2018.10009564","is_oa":false,"landing_page_url":"https://doi.org/10.1504/ijmc.2018.10009564","pdf_url":null,"source":{"id":"https://openalex.org/S11933594","display_name":"International Journal of Mobile Communications","issn_l":"1470-949X","issn":["1470-949X","1741-5217"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310317825","host_organization_name":"Inderscience Publishers","host_organization_lineage":["https://openalex.org/P4310317825"],"host_organization_lineage_names":["Inderscience Publishers"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"International Journal of Mobile Communications","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[{"display_name":"Industry, innovation and infrastructure","score":0.4399999976158142,"id":"https://metadata.un.org/sdg/9"}],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W2024934382","https://openalex.org/W2303173273","https://openalex.org/W2513767888","https://openalex.org/W1971798297","https://openalex.org/W3147308590","https://openalex.org/W1528049813","https://openalex.org/W1968285868","https://openalex.org/W2364043478","https://openalex.org/W4388140417","https://openalex.org/W2955143862"],"abstract_inverted_index":{"The":[0,38,57,82,95],"revolutionary":[1],"technology":[2,33],"has":[3],"dramatically":[4],"shifted":[5],"the":[6,15,32,35,42,53,79,85,99],"marketing":[7,46,90,107],"operations":[8],"toward":[9,28],"wireless":[10],"communications":[11],"networks":[12],"owing":[13],"to":[14,77],"emergence":[16],"and":[17,47,67,91,112,129],"widespread":[18],"diffusion.":[19],"In":[20],"contrast,":[21],"consumer":[22,49],"buying":[23,50,93],"behaviour":[24,51],"is":[25],"also":[26],"transforming":[27],"advanced":[29],"means":[30],"of":[31,55,102,105],"over":[34],"past":[36],"decades.":[37],"present":[39],"study":[40,80,117],"investigates":[41],"relationship":[43],"between":[44,64,88],"mobile":[45,89,106],"online":[48,92],"within":[52],"contextualisation":[54],"Pakistan.":[56],"surveys":[58],"were":[59],"distributed":[60],"among":[61],"1000":[62],"consumers":[63],"January":[65],"2016":[66],"June":[68],"2016.":[69],"Structural":[70],"equation":[71],"modelling":[72],"using":[73],"SPSS/AMOS":[74],"was":[75],"employed":[76],"examine":[78],"hypotheses.":[81],"findings":[83],"revealed":[84],"significant":[86],"correlation":[87],"behaviour.":[94],"profound":[96],"examination":[97],"affirmed":[98],"positive":[100],"relationships":[101],"each":[103],"element":[104],"such":[108],"as":[109],"MMS,":[110],"WAP,":[111],"SMS":[113],"marketing.":[114],"Despite,":[115],"this":[116],"suggests":[118],"several":[119],"managerial":[120],"implications":[121],"together":[122],"with":[123],"future":[124],"directions":[125],"for":[126],"academic":[127],"researchers":[128],"practitioners.":[130]},"counts_by_year":[{"year":2023,"cited_by_count":2},{"year":2021,"cited_by_count":1},{"year":2019,"cited_by_count":3}],"updated_date":"2025-11-06T03:46:38.306776","created_date":"2025-10-10T00:00:00"}
