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A STUDY ON IMPACT OF DIGITAL MARKETING IN CONSUMER PURCHASE DECISION
Authors
Hariharan S,Ashlin Nimo J R
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Keywords
The emergence of digital technology has significantly changed the marketing environment by providing companies with new channels for connecting and interacting with customers. This study looks into how different industries and demographic groups' customer purchasing decisions are affected by digital marketing tactics. The research uses a mixed-methods approach to provide a thorough understanding of how digital marketing effects consumer behavior throughout the purchasing process. It include
Abstract
The emergence of digital technology has significantly changed the marketing environment by providing companies with new channels for connecting and interacting with customers. This study looks into how different industries and demographic groups' customer purchasing decisions are affected by digital marketing tactics. The research uses a mixed-methods approach to provide a thorough understanding of how digital marketing effects consumer behavior throughout the purchasing process. It includes both quantitative surveys and qualitative interviews.The study's quantitative component employs a comprehensive online survey to investigate the efficacy of digital marketing strategies, including influencer marketing, email campaigns, social media advertising, and personalized recommendations, in stimulating consumer interest, product contemplation, and ultimately, purchase decisions. The survey also looks at how digital platforms might help with pre-purchase research.
The qualitative component, which includes in-depth interviews with customers from a range of industries and backgrounds, complements the quantitative data. Through in-depth discussions of customer motives, attitudes, and decision-making processes in response to digital marketing initiatives, these interviews provide insight into the behavioral and psychological elements that influence consumers' purchasing decisions.Through the integration of quantitative and qualitative analysis results, this study intends to offer useful insights to companies looking to improve customer engagement and optimize their digital marketing strategy. The research findings will deepen our understanding of how consumer behavior and digital marketing interact, allowing businesses to better target their marketing campaigns and ultimately enhance sales and customer loyalty in the digital era.
IJCRT's Publication Details
Unique Identification Number - IJCRT24A4727
Paper ID - 258026
Author type - Indian Author
Page Number(s) - p53-p60
Pubished in - Volume 12 | Issue 4 | April 2024
DOI (Digital Object Identifier) - http://doi.one/10.1729/Journal.39649
No Of Downloads - 71
Author Country - India, -, -, -, -, Science and Technology
Publisher Name - IJPUBLICATION | www.ijcrt.org | ISSN : 2320-2882
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Hariharan S,Ashlin Nimo J R, "A STUDY ON IMPACT OF DIGITAL MARKETING IN CONSUMER PURCHASE DECISION", International Journal of Creative Research Thoughts (IJCRT), ISSN:2320-2882, Volume.12, Issue 4, pp.p53-p60, April 2024, Available at :http://www.ijcrt.org/papers/IJCRT24A4727.pdf
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ISSN: 2320-2882 Impact Factor: 7.97 and ISSN APPROVED Journal Starting Year (ESTD) : 2013
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