New trends in digital marketing emergence during pandemic times
International Journal of Innovation Science
; 15(1):167-185, 2023.
Article
in English
| Web of Science | ID: covidwho-2223002
ABSTRACT
PurposeThis study relies on an integrated model to study the role of instant mobile messaging apps in the pandemic. The COVID-19 pandemic is reshaping different forms of businesses;one of them is digital marketing. Many aspects of digital marketing augmented in response to the consequences of the virus. A comparative study between Pakistan and Iraq is conducted to investigate the resistors of innovation with the mediation of intention toward actual system usage. It examines the behavioral intentions and actual behavior of individuals in response to the resistance toward innovation. Design/methodology/approachA total of 800 responses were collected through a convenient sampling method from individuals residing in Pakistan and Iraq in the first wave of COVID-19. The data was analyzed through covariance-based structural equation modeling;SPSS and Smart PLS 3.0 were used as efficient data analysis tools in the study. FindingsThe results inferred that individuals are faced with resistance to innovation when they adopt innovative technology. It was inferred that technology adoption is not poised through image both in Pakistan and Iraq. Intention toward actual behavior was determined to be a potential mediator, which enhances the stature of the integrated model. Originality/valueThe significance of this study considering practical and theoretical implications is incorporated for marketer's policymakers and consumers, along with recommendations for future research.
Full text:
Available
Collection:
Databases of international organizations
Database:
Web of Science
Language:
English
Journal:
International Journal of Innovation Science
Year:
2023
Document Type:
Article
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