دستیابی به توجه مصرف کنندگان از طریق فن آوری های در حال ظهور: ارتباط بین بازاریابی الکترونیکی و گرایش های خرید اکتشافی مصرف کننده Achieving consumers’ attention through emerging technologies: The linkage between e-marketing and consumers’ exploratory buying behavior tendencies

1. Introduction The emergence of the wireless networks and immense technological diffusion has dramatically transformed the human life toward latest means of technology decades ago. The widespread e-adoption among consumers creates new opportunities for the organizations to communicate the product information in a fast and effective way (Wei et al., 2006; Smutkupt et al., 2010; Persaud and Azhar, 2012). In contrast, understanding the consumers’ buying behavior is critical for the organizations to seize superior market attention. Many academics have argued that to probe the factors of consumer’s buying behavior is an imperative for firms. Organizations can never ignore the applications of technologies in business operations to survive in today’s business scenario (Ho et al., 2011). The adoption of the technology is vital for all business activities to gain success (Eid and Trueman, 2004). The growth of informatics has remarkably examined along with positive outcomes of e-marketing (eM) in the past decades (Venkatesh and Davis, 2000; Chaffey and Smith, 2007; Brodie et al., 2007; Rondan-Cataluña et al., 2015). The internet has become a crucial part of the information technology which is still flourishing rapidly as a global network (Hamill and Gregory, 1997; Mathews et al., 2016). According to RCIU (2017), nearly 40 percent population of the world is the internet users, which was probably 1.0 percent in the 1990s. It infers the higher increasing rate of the internet users and transforming tendency toward e-adoption. Firms adopt several internet-based promotional methods to appeal a particular target market by spending a massive budget. Brodie et al. (2007) suggested that advertising aids deliver information of a product or service to achieve consumers’ attention more productively, while advertising through the internet is becoming a priority of various practitioners for swift dissemination of the information. The internet potentially facilitates organizational sales and supports diverse marketing practices ( Jeffery et al., 2017; Brodie et al., 2007). eM is a process to communicate the product information by means of the internet (El-Gohary, 2012; Gilmore et al., 2007). eM is a thriving mechanism that endows with a platform for all kinds of the electronic campaigns using the internet-based technologies (Strauss, 2016). Brodie et al. (2007) stated that eM is a source of dialogues between customers and organization with the use of the interactive technologies. In the past decade, Coviello et al. (2001) have presented the model consisted of distinct marketing practices such as interaction marketing, database marketing, transaction marketing, and network marketing. With the passage of time, Coviello et al. (2001) identified a new component of marketing activities that is known as eM. Thereafter, the researchers focused on the study of eM in distinct contexts and dimensions (e.g., Gilmore et al., 2007; Brodie et al., 2007; Chang et al., 2009; El-Gohary, 2012).