A Study on Digital Marketing and Its Impact on Online Purchase
Author : Dr. Chandrashekara K
Abstract :
The term "marketing" is used to describe the company's efforts to increase demand for its goods and services. Companies rely on marketing to find buyers for their wares. The term "digital marketing" is used to describe the promotion of goods and services using digital channels. Use of digital devices in advertising includes, but is not limited to, cell phones, computers, laptops, tablets, and other similar devices. Electronic channels including as email, websites, online forums and newsgroups, interactive television, mobile communications, etc. are used in digital marketing, which is a subset of direct marketing. The marketing is changing rapidly, the system of marketing moving towards digital. Company has to understand the new era of marketing system and make similar changes in the business operations. The present study focuses on the evolving research topic i.e. digital marketing and impact of online purchase. The impact of digital marketing plays an important and significant role for the business organizations.
The study will help reader to understand the significance of having online web presence, and the importance of digital marketing. The objectives defined for this research includes, to Identify the factors of consumer brand perception which influences online purchase intentions, to identify the factors of consumer buying behaviour which influences online purchase intentions and to examine the relationship between different constructs influencing the online purchase intentions of the consumer. For this purpose, convenient random sampling technique will be used, and the data will be collected through well-designed questionnaires. It contains questions based on demographic profile of the respondents and also how digital marketing is impacting the businesses and the questions to check the perception of consumers toward digital marketing or advertising.
Keywords :
Digital marketing, iimpact, online purchase, electronic channels and consumer behaviour.
