The role of sensory marketing in mobile devices on the purchasing decision of the consumer in the clothing sector in Palestine


Sensory marketing, consumer behavior, purchasing behavior, mobile applications, e-commerce, selling through mobiles devices, augmented reality

How to Cite

Tarayra, E. H., Shahin, G. O., Qafesha, I. E., Sharabati, M. A. and Fallah, S. A. (2022) “The role of sensory marketing in mobile devices on the purchasing decision of the consumer in the clothing sector in Palestine”, International Journal of Business Ethics and Governance, 5(1), pp. 1-21. Available at: (Accessed: 9December2023).


Buying clothes online faces difficulties and problems in the form of abstinence to buy online for reasons attributed to fear and distrust. The research aims to find solutions to these problems by identifying their causes and suggesting a model supported by virtual reality technologies and mobile applications within the context of sensory marketing in a manner that is appropriate for the clothing sector and mobile devices.  The study built on previous studies, and targeted Palestinian consumers in the clothing sector using two tools to collect data, namely, a questionnaire and a focus group. The descriptive and deductive approach was adopted in analyzing data and drawing conclusions.  Results showed the positive role of virtual reality in increasing consumer's trust in online stores and helped consumers to overcome their fears of item's picture not matching the real product, in addition to reducing returns and other factors.  This model would serve as a starting point for further expansion and generalization worldwide at a later time.The study recommends the adoption of virtual reality in online selling applications and implementing the proposed model.



Bentz, B. (2016). Relevance Raises Response: How to Engage and Acquire with Mobile Marketing. SkillBites, LLC.

Biswas, D., Labrecque, L. I., Lehmann, D. R., & Markos, E. (2014). Making choices while smelling, tasting, and listening: the role of sensory (Dis) similarity when sequentially sampling products. Journal of Marketing, 78(1), 112-126.

Bruhn, M., Schoenmueller, V., & Schäfer, D. B. (2012). Are social media replacing traditional media in terms of brand equity creation?. Management research review, 35(9), 770–790.

Cho, Ch.H., Kang, J,.Cheon, H.J. (2006). Online Shopping Hesitation. CyberPsychology& Behavior, 9(3), 261–274.

Dacko, S.G. (2017). Enabling smart retail settings via mobile augmented reality shopping apps. Technological Forecasting and Social Change, 124, 243–256.

Dennis, C., Kim, J., Forsythe, S. (2009). Adoption of sensory enabling technology for online apparel shopping. European Journal of Marketing, 43(9/10), 1101–1120.

Fiore, A. M., Kim, J., & Lee, H.-H. (2005). Effect of image interactivity technology on consumer responses toward the online retailer. Journal of Interactive Marketing, 19(3), 38–53.

Gupton, N. (2017) What’s The Difference Between AR, VR, And MR.

Hair, J., Anderson, R., Tatham, R. and Black, W. (1998): Multivariate data analysis. 5th Edition Prentice Hall.New Jersey

Haque, A., Sadeghzadeh, J., &Khatibi, A. (2006). Identifying Potentiality Online Sales In Malaysia: A Study On Customer Relationships Online Shopping. Journal of Applied Business Research (JABR), 22(4).

Huang, T.L., & Liao, S.L. (2017). Creating e-shopping multisensory flow experience through augmented-reality interactive technology. Internet Research, 27(2), 449–475.

Hultén, B. (2020). Sensory Marketing: An IntroductionSAGE Publications.

Kemp, S. (2021) Digital 2021: Palestine. Datareportal.

Krishna, Aradhna, Luca Cian, and Tatiana Sokolova. "The power of sensory marketing in advertising." Current Opinion in Psychology 10 (2016): 142-147.

Martin, C.G., &Oruklu, E. (2012) Human Friendly Interface Design for Virtual Fitting Room Applications on Android Based Mobile Devices. Journal of Signal and Information Processing, 2012, 3, 481-49.

Moreira, A., Fortes, N,. & Santiago, R. (2017) Influence of sensory stimuli on brand experience, brand equity and purchase intention, Journal of Business Economics and Management, 18:1, 68-83,

N, Ramya., & Dr. SA, Mohamed Ali.(2016)Factors affecting consumer buying behaviorInternational Journal of Applied Research 2016; 2(10): 76-80

Petit, O., Velasco, C., & Spence, C. (2019) Digital Sensory Marketing: Integrating New Technologies Into Multisensory Online Experience, Journal of Interactive Marketing (45) 42– 61.

Rodas-Areiza, J.A., & Montoya-Restrepo, L.A. (2018) Methodological proposal for the analysis and measurement of sensory marketing integrated to the consumer experience85(207), 54-59.

Rodríguez-Torrico, P., San-Martín, S., & José-Cabezudo, R.S. (2019) What Drives M-Shoppers to Continue Using Mobile Devices to Buy?. Journal of Marketing Theory and Practice, 27:1, 83-102.

Saeed, M.S., Alsiari, M.M., &Batool, I. (2016) Investigating the Sensorial Marketing Methods in UK Clothing Retail Sector. International Journal of Economics and Business Management.

Sivanesan, R .(2017). A Study on Problems Faced by Customers in Online Shopping with Special Reference to Kanyakumari District. International Journal of Research in Management & Business Studies.

Smink, A. R., Frowijn, S., van Reijmersdal, E. A., van Noort, G., & Neijens, P. C. (2019). Try online before you buy: How does shopping with augmented reality affect brand responses and personal data disclosure. Electronic Commerce Research and Applications, 35, 100854.

Wang, Y. (2017, March). Marketing Strategy Research for the Clothing Category on Mobile Terminal of E-commerce Platform. In 2017 7th International Conference on Education, Management, Computer and Society (EMCS 2017) (pp. 1406-1411). Atlantis Press.

Watson, A., Alexander, B., &Salavati, L. (2018). The impact of experiential augmented reality applications on fashion purchase intention. International Journal of Retail & Distribution Management.

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Copyright (c) 2022 Array


Download data is not yet available.