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Analysing How E-Commerce Entrepreneurs Employ Remarketing Strategies to Impact Consumer Brand Affinity, Cart Abandonment, and Purchase Behaviour

Author

Listed:
  • Naveen Kumar R
  • Janani M
  • A John William

Abstract

Purpose: Remarketing is a strong tool in online marketing that helps reconnect with possible customers and boosts the chances of them buying something. The research looks into the effects of five remarketing tactics: Email, Display, Social Media, Search Engine, and Video, on how people behave when shopping online. Design/Methodology/Approach: Findings: The study finds that these strategies really affect how much people like a brand, accounting for 86.2% of the change, and how well businesses can get back customers who left their carts, accounting for 38.4% of the change. Brand attachment means how emotionally connected people feel to a brand, and each strategy is important for making this connection stronger. The research also shows that these strategies help solve the problem of cart abandonment, which is when people leave their online shopping without buying anything. These tactics are good at bringing back customers who left, which leads to more sales and potential money for businesses. Practical Implications: The results support the idea that Email, Display, Social Media, Search Engine, and Video remarketing significantly affect how much people like a brand and how well businesses can recover from cart abandonment, turning abandoned items into sales. Originality/Value: The study proves that these strategies make a positive difference in how people act.

Suggested Citation

  • Naveen Kumar R & Janani M & A John William, 2025. "Analysing How E-Commerce Entrepreneurs Employ Remarketing Strategies to Impact Consumer Brand Affinity, Cart Abandonment, and Purchase Behaviour," International Journal of Finance, Insurance and Risk Management, International Journal of Finance, Insurance and Risk Management, vol. 15(2), pages 86-103.
    • Handle: RePEc:ers:ijfirm:v:15:y:2025:i:2:p:86-103
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    References listed on IDEAS

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    Keywords

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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