IMPACT OF DIGITAL MARKETING ON CONSUMER BEHAVIOR: A STUDY
Abstract
Digital marketing is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising, and any other digital medium”. It has a wide spread application across sectors; however in the current context with proliferation digital and social media have gained enormous popularity and are integral parts of the decision making. Statistics reveal that we currently have over 350 million internet users in the country and about 80 % of the population is active through their smart phone devices. On the basis of user base and revenues for most global internet companies India is one of the largest markets. Taking consumers as sample the paper aims to study how digitalization can influence decision making among a certain Target group. The paper also aims to an attempt to reveal the factors influencing the online consumer’s behavior
References
Chaffey, D., & Smith, P. (2008). Emarketing Excellence: planning and optimizing your digital marketing. Routledge.
Fournier, Susan. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24 (4): 343-73.
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