Impulse purchases during emergency situations: exploring permission marketing and the role of blockchain
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Date
2022-04
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Publisher
Emerald
Abstract
The paper explores how consumer behavior for purchasing impulse products changed in the complex and disruptive (emergency) situation of the COVID-19 pandemic when the customer is shopping in-home and not visiting the offline stores in an emerging economy context. This paper further explores how digital transformations like the use of blockchain technology can aid offline/omnichannel retailers in reviving sales via permission marketing for impulse products.
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Keywords
Management, Impulse buying, Blockchain, Consumer trust, Digital transformation, Permission marketing