IMPACT OF DIGITAL MARKETING CHANNELS ON CONSUMER BEHAVIOR

Author Name: 1. Taushiqul Alam

Volume/Issue: 04/06

Country: China

DOI NO.: 08.2020-25662434 DOI Link: https://doi-ds.org/doilink/11.2023-43739167/UIJIR

Affiliation:

1. Master’s Student, Department of Economics and International Trade, University of Science and Technology Beijing, Beijing, China.

ABSTRACT

The advent of digital marketing platforms has brought about a significant transformation in the manner in which firms engage with and exert influence over consumers. Nevertheless, the degree to which they influence consumer buying behavior continues to be a subject of academic discourse. The present study employed a questionnaire-based methodology to investigate the exposure of 150 participants to digital marketing and its subsequent influence on their purchase behavior. The empirical findings indicate that exposure to digital marketing has a notable and favorable influence on client purchasing behavior. The findings indicate that respondents who were exposed to digital marketing exhibited a higher propensity to engage in purchasing behavior compared to those who did not have such exposure.Moreover, the research discovered that distinct digital marketing channels possess diverse levels of impact on customer buying behavior. The digital marketing channel that exerted the greatest influence was social media marketing, with email marketing following closely behind. The aforementioned differentiation implies that organizations ought to strategically deploy their resources and endeavors towards the most efficacious channels, contingent upon their intended audience and marketing goals

Key words: Digital Marketing, Consumer Behavior, Ecommerce, Online Business