Article
Understanding Consumer Impulse Buying Behaviour in Smartphone Retailing: The Role of Virtual Marketing Strategies in Qatar
The fast advancement of digital technologies has radically changed the marketing practice, and the concept of virtual marketing has emerged as one of the driving forces of consumer behaviour in contemporary retailing settings. The virtual marketing techniques like social media marketing, influencer marketing, personalized recommendation, online promotional offers and targeted digital advertising are important in the smartphone retail industry to influence the decision to buy the product. This research paper will seek to investigate how virtual marketing strategies contribute to consumer impulse buying behaviour in smartphone retailing in Qatar. Quantifiable research plan was used and primary data were gathered using an organized questionnaire that was administered to smartphone consumers in Qatar. The data were determined with descriptive statistics, reliability analysis, and correlation and regression investigation in order to determine the connection between virtual marketing approaches and impulse buying behaviour. The results indicate that virtual marketing strategies positively affect the impulse buying behaviour significantly, and the social media marketing and personalized recommendations are found to have the strongest impact. The research also adds to the prevailing body of literature by giving a thorough insight into the influence of virtual marketing strategies on impulse buying behaviour of a particular product and region. The results also provide some practical recommendations to the smartphone retailers, with the emphasis on the need to use individualized and interactive marketing techniques to increase consumer engagement and trigger impulse buying in the competitive digital markets.