Consumers' Attitude towards Digital Marketing

Dahiya, Rekha

doi:10.20968/rpm/2013/v11/i2/88697

Cited by 4 publications

(6 citation statements)

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“…Digital tools empower consumers to compare prices and find the best value. According to Dahiya (2013), 81% respondents of customers admit before buying any product they do search & research online and it influences their buying decisions. Digital marketing is significantly involved in each stage of consumer buying decision making process including information search, brand awareness, buying behaviour and post-purchase communication and evaluation.…”

Section: Introductionmentioning

confidence: 99%

Digital Marketing Communication and Consumer Buying Decision Process in Pandemic Standpoint (COVID-19): An Empirical Study of Bangladeshi Customers’ in Branded Cosmetics Perspective

Akter¹,

Sultana²

2020

OJBM

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The impact of digital buying during COVID-19 situation in Bangladesh creates a vast number of customers since staying at home availing products specially in aspects of branded cosmetics. A large number of customers really are ordering branded cosmetics through online in Bangladesh during pandemic (COVID-19). This study focuses the standpoint of digital marketing communication of branded cosmetics in Bangladeshi customers. The primary data was collected from Dhaka (Capital of Bangladesh) through online using convenient sampling and the sample size was 665. Chi-square along with hypothesis test was applied. The study reflects that digital channel of communication such as websites, social media, was used/followed through smart phones or computers during this pandemic while buying branded cosmetics in Bangladesh specially at Dhaka city. In buying decision process, starts from need recognition to post purchase behaviour were affected enormously. The outcome of the result shows digital marketing communication could trigger on every stage of buying decision behaviour with high involvement in buying branded cosmetics. This study also showed that customers have positive feelings towards digital platforms during this pandemic (COVID-19).

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Section: Introductionmentioning

confidence: 99%

Digital Marketing Communication and Consumer Buying Decision Process in Pandemic Standpoint (COVID-19): An Empirical Study of Bangladeshi Customers’ in Branded Cosmetics Perspective

Akter¹,

Sultana²

2020

OJBM

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“…Capabilities deal with variables like company's capabilities in terms of efforts in marketing, interactivity with consumers (Adikesavan, 2014), convincing ability to believe online shopping is safe (Kirkpatrick, 2012), maintaining websites (Kierzkowski et al (1996). Perception factors include variables like preferred source to get awareness (Kierzkowski et al, 1996), most benefitting online marketing offer over traditional marketing (Kaufman and Horton, 2014a, b) and most important daily or weekly source of information on brand awareness (Dahiya, 2013). Success factors include variables like security (Egan, 2007), ease of use (Adikesavan, 2014), wide range of choice, easy payment mechanism, quick delivery, access to global markets (Gay et al, 2007).…”

Section: Theoretical Foundationmentioning

confidence: 99%

“…Perception factors include variables like preferred source to get awareness (Kierzkowski et al. , 1996), most benefitting online marketing offer over traditional marketing (Kaufman and Horton, 2014a, b) and most important daily or weekly source of information on brand awareness (Dahiya, 2013). Success factors include variables like security (Egan, 2007), ease of use (Adikesavan, 2014), wide range of choice, easy payment mechanism, quick delivery, access to global markets (Gay et al.…”

Section: Theoretical Foundationmentioning

confidence: 99%

Success of digital marketing model for software development industry: validation of survey based results with case study analysis

Gupta

Singh

2023

BPMJ

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PurposeThe paper aims to clarify the validity of the digital marketing model for software IT professionals. It proposes a model of buying behavior practices followed in digital era and outlining all six critical factors that were considered for developing this model. So the main objective of the study is to validate the success of digital marketing model through a survey-based results and case study analysis and synthesize the results for the success of digital marketing model for software development industry.Design/methodology/approachThe paper opted for an exploratory study using the structured questionnaire. The data were collected using online platform. The present study covers the analysis of a survey of 406 IT professionals from software development industry to understand their buying behavior through digital marketing. Regression technique has been used to find the important predictors of the digital marketing model with its impact on the demographic variables.FindingsThe paper provides empirical insights about digital marketing model whose validity has been checked by synthesizing the results of both overall and case study. The results show that predictors elucidate Durbin–Watson in the acceptable range and are suitable for the model.Research limitations/implicationsData were collected during Covid period. So it was quite a challenging task and moreover sample size could not be increased due to this problem.Practical implicationThe paper includes implications for the development of digital marketing model for software IT professionals. Finally, this study will contribute to the further research for many prominent researchers who express their doubts about the state and future of digital marketing studies, characterized by contradictory and confusing empirical findings. A larger quantitative study on IT companies' digital marketing from different regions is recommended as a future line of research in order to encourage the unique globalized level model development.Social implicationsMany organizations use digital marketing successfully since with the great amount of awareness generated about the digitalization among the customers has propelled for its development.Originality/valueThis paper fulfills an identified need to study how IT professional's digital buying marketing practices need to be studied.

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“…Digital devices enable consumers to compare costs and find the most desirable value. Dahiya (2013) indicated that more than 80% of individuals depend on the information that is provided through the Internet for their purchasing decisions, which indicates that marketing activities via SMP have a great role in all CB.…”

Section: Marketing Via Social Media Platforms (Msmp)mentioning

confidence: 99%

Banking Services Marketing via Social Media Platforms and Its Impact on Consumer Behavior During COVID-19 Pandemic in Jordanian Banks: Mediating Role of Innovation Marketing

Roman

2021

IJFR

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This study aimed to know the impact of marketing via social media platforms (MSMP) during the Covid-19 pandemic on consumer behavior (CB) in Jordanian banks. In addition to knowing the role of innovation marketing (IM) in improving the ability of the impact of MSMP on CB during the Covid-19 pandemic. The study population consisted of all Jordanian banks. The process of distributing and retrieving the questionnaires was carried out electronically due to the COVID-19 pandemic and the ban imposed in Jordan. The study found an impact of MSMP during the COVID-19 pandemic in IM, Also, MSMP helps to innovate in the way social interactions occur between individuals and banks. The study also found an impact of MSMP on CB during the COVID-19 pandemic. The study also showed that there is an impact of IM in improving the impact of MSMP on CB. The study recommends the need to pay attention to MSMP as it adds very important elements to traditional marketing during the COVID-19 pandemic.

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Consumers' Attitude towards Digital Marketing

Cited by 4 publications

References 0 publications

Digital Marketing Communication and Consumer Buying Decision Process in Pandemic Standpoint (COVID-19): An Empirical Study of Bangladeshi Customers’ in Branded Cosmetics Perspective

Digital Marketing Communication and Consumer Buying Decision Process in Pandemic Standpoint (COVID-19): An Empirical Study of Bangladeshi Customers’ in Branded Cosmetics Perspective

Success of digital marketing model for software development industry: validation of survey based results with case study analysis

Banking Services Marketing via Social Media Platforms and Its Impact on Consumer Behavior During COVID-19 Pandemic in Jordanian Banks: Mediating Role of Innovation Marketing

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