- DOI: 10.29121/granthaalayah.v11.i9.2023.5308
- Corpus ID: 263323147
EXPLORING THE INFLUENCE OF DIGITAL MARKETING ON CONSUMER BEHAVIOR AND LOYALTY
- Shams Mukhtar , Chandra Mohan A. , Deepti Chandra
- Published in International journal of… 30 September 2023
- Business, Computer Science
- International Journal of Research -GRANTHAALAYAH
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| Title: | Impact of Digital Marketing on buying behaviour of consumers in Bangalore |
| Researcher: | Bhat, Mehraj Ud Din |
| Guide(s): | |
| Keywords: | Bangalore consumer behavior Digital Marketing Economics and Business Management Marketing Social Sciences |
| University: | University of Mysore |
| Completed Date: | 2020 |
| Abstract: | newline |
| Pagination: | |
| URI: | |
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AN EMPIRICAL ANALYSIS ON EFFECT OF DIGITAL MARKETING ON CONSUMER BUYING BEHAVIOUR
The main purpose of this study was to analyse the effect of digital marketing on consumer buying. The study was guided by the specific objectives; to examine the various digital media platforms in Nigeria that could influence consumer behaviour, identify the categories of products that consumers buy on digital media platforms and to analyse the influence of digital marketing on consumer behaviour. A survey research design was adopted, and primary data were collected through questionnaires administered to 460 respondents. Secondary data were collected from newspapers, Journals, magazines and websites. Descriptive analysis was used to analyse the data collected. Data was presented and described using frequency distributions and percentages. The findings of the survey reveal that that digital marketing has a profound effect on consumer buying behaviour. Hypothesis test revealed that there are various digital media platforms being patronised in Nigeria that influences consumer behaviour, Nigerian consumers buy different categories of products on digital media platforms and digital marketing influences consumer decision making process. Further survey reveals that digital media channels and platforms which directly influence consumer behaviour and buying decision process include Facebook, Twitter, YouTube, Google, Instagram, Websites/ Blogs, Multimedia Advertising, Emails, LinkedIn. The study recommends that companies should adopt strategies to utilize the digital universe and technology, maximize brand awareness through digital platforms to remain competitive in today’s business environment. Businesses are also encouraged to carry out in-depth market research, to enable them gain deep insights on the influence of digital marketing on consumer behaviour and decision-making process.
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Moreover, Mukhtar et al. (2023) explores the influence of digital marketing on consumer behavior and loyalty, emphasizing the significance of social media platforms and personalized marketing ...
ifies the role of digital marketing in promoting the brands to the customers. Consumer buying behaviours becomes subjective to the digital outreach of the brands and the accessibility that is awarded to. their levels of sat-isfaction (Chen & Lin, 2019, 11).1.3 Scope of the StudyThe development of dig.
patterns will change the consumer behaviors for good. Hence the impact. f the media is greater than the content of the media. He further divides the. edia's content into two categories, 'Hot' and 'cool'. 'Cool' media requires the viewer to con. trate and participate in understanding its message. This can.
In South Africa, digital marketing is developing at a rapid pace. By 2018, it was estimated that digital marketing was 35% of all marketing activities while the global average was 10% (Statista, 2019). The growth in digital marketing is supported by the increase in the number of people gaining access to the internet.
Understanding the impact of digital marketing on consumer behaviour in the Internet era is the main goal of this research. It demonstrates that, provided the content is of sufficient quality and relevance, advertising on social ... spurred the development of novel theories of consumer behaviour. Thanks to digital platforms, consumers have ...
During the Covid-19 pandemic, not only the needs and buying behavior of customers have been changing partly, but also internet and social media have contributed to changing it (Yogesh, Citation 2021).It was consumers who were spending more time buying online that digital marketing thrives during the pandemic (Coresight Research, Citation 2020). ...
The phrase 'digital marketing' typically d enotes the practice of promoting. products or services using electronic means. Digital advertising and marketin g. serve th e purpose not only expan ding ...
No part of this dissertation was previously presented for another certificate, degree or diploma at this or any other institution. ... Digital marketing Influences Consumer Decision making Process Table 4.4 Influence of Digital Marketing on Consumer Behaviour Digital marketing/ advertising has the potential of affecting your behaviour Frequency ...
The outcomes show that endorsements from peers and social media platforms significantly impact consumers when making online purchases, and discounts, rewards, and coupons motivate consumers to review online. Enterprises have embraced digital marketing as a strategic response to the growing number of consumers on the internet, with the aim of improving their performance. This study aims to deal ...
Introduction Using the internet, social media, mobile apps, and other digital communication technologies has become a part of billions of people's daily lives. For instance, the present number of ...
While not a mature field yet, the body of knowledge of content marketing has grown over the last 12 years since the first scholarly paper about content marketing by Rowley (2008).Although some confusion about content marketing remains, more recent studies across different disciplines have focused on how content marketing influences online consumer behavior and the mechanisms used to achieve ...
the broader landscape of digital marketing. 2 COMMISSIONERThe prospective commissioner for the thesis project "Impact of Digital Marketing on Consumer's Purchasing Behaviour, A Case Study of Corporate. tation Bangladesh" is the firm Corporate Station Bangladesh. The commissioner of the thesis is Washi.
eWOM, tourists' behavior, and their use of social media and mobile applications. This study will also contribute academically by identifying some gaps in existing research and providing both plans for future research and probable road-mapping for decision-makers. Keywords: Mobile apps, Digital marketing, Consumer behavior, eWOM, Social media. 1.
CERTIFICATE This is to certify that the dissertation report titled "Study of the impact of digital marketing on consumer behaviour", is a bonafide work carried out by Mr. Harsh Srivastava of MBA 2017-19 and submitted to Delhi School of Management, Delhi Technological University, Bawana Road, Delhi-42 in partial
transformation from traditional concepts to digital marketing as nowadays. After the history and definition of digital marketing are clearly explained, its main channels and characteristics will be introduced. Finally, digital marketing's benefits and limitations will also be described to make the whole picture complete. 1.1.1.
Dr.P.Rama Krishna / IMPACT OF DIGITAL MARK ETING ON CONSUMER PERCEPTION AND BU YING BEHAVIOUR. www.neuroquantolo gy.com. eISSN 130 3-5150. 5725. 5725. for getting in front of the intended audience ...
Impact of Digital Marketing on buying behaviour of consumers in Bangalore: Researcher: Bhat, Mehraj Ud Din: Guide(s): Jaffer, Naseer Mohamed: Keywords: Bangalore consumer behavior Digital Marketing Economics and Business Management Marketing Social Sciences: University: University of Mysore: Completed Date: 2020: Abstract: newline: Pagination ...
No part of this dissertation was previously presented for another certificate, degree or diploma at this or any other institution. ... Digital marketing Influences Consumer Decision making Process Table 4.4 Influence of Digital Marketing on Consumer Behaviour Digital marketing/ advertising has the potential of affecting your behaviour Frequency ...
This dissertation was written as a part of the MSc in e-Business & Digital Marketing at. the International Hellenic University. The title of this dissertation is The Impact of Digital. Advertising on the Marketing of Consumers Products for the company AB Vassilopoulos. Specifically this paper is separated in two parts, the first part is a ...
Impact of digital marketing on consumer behaviour among generation Z in Klang Valley ... Jia Jun (2023) Impact of digital marketing on consumer behaviour among generation Z in Klang Valley. Final Year Project, UTAR. Preview. PDF Download (1417Kb) | Preview. Item Type: Final Year Project / Dissertation / Thesis (Final Year Project) Subjects: H ...
Keywords —Consumer behavior, digital marketing, effectiveness, brand awareness. I. INTRODUCTION. Digital marketing is a product or services that using digital. channels to reach consumers. Their ...
Digital marketing, Consumer buying behavior, Social media, online display ad, Website: Issue Date: May-2019: Publisher: St. Mary's University: Abstract: The study had examined the effect of digital marketing on consumer buying behavior in the case of Coca-Cola Ethiopia. The sample populations of the study were consumer of Coca-Cola in Addis Ababa.
Introduction. Approximately two years prior to this writing, we decided to launch an IJA special issue entitled: "How Digital Innovation has Changed Marketing: The Good, the Bad, the Ugly." The development of information and communication technologies, new media channels, and new formats are driving evolutions in advertising, or more generally, in marketing and marketing communication.