E-marketing effectiveness and consumer behaviour: An empirical study in rural Kashmir

Abstract

E-marketing has revolutionized the retail landscape, bridging geographical barriers and expanding access to products and services. This study explores the effectiveness of e-marketing practices and their influence on consumer buying behavior in rural Kashmir. Employing a mixed-methods approach, the research identifies prime product categories purchased online, preferred e-marketing platforms, and factors influencing online shopping behavior, including physical, psychological, and demographic aspects. The study also examines the role of technological and organizational factors in the adoption of e-marketing by rural consumers. Data collected through surveys and interviews are analyzed to uncover key trends and relationships, offering insights into the unique preferences and challenges faced by rural consumers. The findings provide actionable recommendations for e-marketers and policymakers to optimize strategies for engaging rural customers, thereby fostering digital inclusion and enhancing consumer satisfaction.