Citation:

(Sivasan, 2017)India Being a transitional economy technological boom such as television

shopping channels and the Internet expand consumers’ impulse purchasing opportunities,
increasing both the accessibility to products and services and the ease with which impulse
purchases can be made (Sivasan, 2017).
define internet marketing capabilities as a firm’s capability to use the internet in marketing
functional areas such as online advertising, online sales, online after sales, market research and
purchasing/procurement to generate value for customers (Drummond et al., 2020).
The ability to connect and engage as part of SM marketing capability development is related to
the way in which entrepreneurs can communicate using the technology. SM has reshaped
communication methods (Drummond et al., 2020).
Impulse buying behavior of consumers in the age group 18-39 shows a similarity pattern, and it
decreases as age increases (Kathiravan et al., 2019).
Consumers are much more available to receive marketing messages due to the “always-on”
environment created by mobile devices which results to an extraordinary increase in marketing
opportunities for firms (Silva, n.d.).

Impulse buying visibly happens in about 40% of every single moment online consumption and
further suggested the comprehension of consumer buying conduct in online exchanges is
urgent for the online retailing experts.
(Kathiravan et al., 2019).
Social media marketing influences helps the Consumer to buy the products in the easy mode of
channel and attracts the younger generation (Kadyan, 2022).
the percentage of online shopping in Pakistan increased to 53%. This proves to be a
technological evolution for Pakistan which will lead many businesses online toward a greater
growth (Palalic et al., 2020).
Digital shopping through ‘’Wharton Virtual Test Marketing is both an ongoing survey of Internet
Users concentrating on electronic commerce and a online-laboratory that can help gauge
customer reactions to new strategies and products which will ultimately help the online
shoppers to meet the challenges (Nagra et al., 2014).
Social networking sites have a vast target marketplace and audiences. They mainly get
information about products and services promoted through various social networking sites like
Twitter, YouTube, and Facebook (Omar & Atteya, 2020).

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