Transnational Marketing Journal

ISSN: 2041-4684 | e-ISSN: 2041-4692

The Influence of Online Marketing on Impulse Buying and Economic Benefits of Consumer Efficiencies: Evidence from the Cosmetic Industry

Jing Liang
Ph.D. student. Marketing. SCHOOL OF BUSINESS AND ECONOMICS. Universiti Putra Malaysia, 43400 UPM Serdang Selangor Darul Ehsan MALAYSIA
Mass Hareeza Ali
Associate Professor/ Director of Centre of Entrepreneurial Development and Graduate Marketability. SCHOOL OF BUSINESS AND ECONOMICS. Universiti Putra Malaysia, 43400 UPM Serdang Selangor Darul Ehsan MALAYSIA
Anita Rosli
Senior Lecturer. Department of Social Science and Management Directory UNIVERSITI PUTRA MALAYSIA KAMPUS BINTULU SARAWAK Jalan Nyabau, 97008 Bintulu, Sarawak, Malaysia
Keywords: Online marketing, Impulse buying, Economic benefits, Cosmetic industry, Consumer behaviour touch, Technological innovation.


The present study examines the impact of online marketing on impulse buying behaviour and economic advantages within the cosmetic industry. The primary objective is to gain insights into the effectiveness of online marketing strategies in influencing consumer behaviour and fostering business expansion. The data analysis was conducted using a structured approach utilising structural equation modelling (SEM) with STATA 14. The study utilised a sample size of 350 respondents who had completed questionnaires. These respondents were active consumers of cosmetic products and had been exposed to a range of online marketing campaigns. The findings indicate that online marketing has a substantial and positive impact on both impulse purchasing behaviour and economic gains. The implementation of efficient online marketing strategies has been found to result in heightened levels of impuls e buying behaviour and enhanced economic advantages for cosmetic enterprises. The coefficient values for online marketing's direct effects on impulse buying and economic benefits were found to be 0.6857 and 0.7647, respectively. The study highlights the crucial role of online marketing in shaping consumer behavior and contributing to the economic growth of businesses in the digital era. To gain a comprehensive understanding of the relationships among the variables, potential mediation and moderation effects were suggested. Consumer behavior touch and technological innovation were identified as potential mediating and moderating variables, respectively, providing further insights into consumer responses to online marketing efforts. The findings underscore the significance of effective online marketing strategies in driving consumer engagement and economic performance for cosmetic businesses. This research contributes to the field by shedding light on the complex relationships between online marketing, impulse buying, and economic benefits, providing valuable insights for marketers and businesses seeking success in the highly competitive digital landscape.

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