Digital Marketing Impact on Consumer Decision-Making Process

Hamdani, Nizar Alam; Muladi, Rio; Maulani, Galih Abdul Fatah

doi:10.2991/aebmr.k.220701.031

Cited by 3 publications

(3 citation statements)

References 13 publications

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“…(9) Government of India motivates people to digitize the documents and use digital platforms and UPI payments. (10) Invention of digital marketing has helped marketers during pandemic to reach the customers.…”

Section: Resultsmentioning

confidence: 99%

A Study on the Evolution of Digital Marketing

Dsouza

Panakaje

2023

IJCSBE

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Objective: Digital marketing in the growing world has paved the way for many small-scale businesses to reach every corner of the geographic locations that they could not reach physically. The study focuses on the digital marketing usefulness based on past trends, in forecasting the near future trends in emerging markets when it comes to evolution of digital marketing, the effect of COVID-19 on digital marketing, comparison of past, present and scope for future businessmen to analyse the market to launch digital platform. SWOT analysis is also an integral part of this study as an attempt to dive in depth of positive and negative sides of digital marketing. Methodology: The study on the systematic Evolution of digital marketing is studied depending on the secondary sources with an intention to dive in depth of emergence and evolution of digital marketing. The semi-systematic review is done by studying different reports and articles published from Google Scholar, ResearchGate, SSRN and other such publication websites. Findings: The study on the evolution of digital marketing has come out with the common ground that digital marketing of products, services, businesses and any other things would see an increasingly greater demand in upcoming years. Due to emergence of high-speed internet, electronic gadgets, standard of living has paved the way for people to buy products that make them feel on par with their peers. The intense feeling or want that makes people to find pleasure in buying expensive products has led for the growth of digital marketing. Moreover, the study has been an evidence by itself how rural areas have revolutionized from lack of internet and network to modern way of internet and electronic gadget usages. COVID-19 is found as another reason in this study for the booming of digital marketing. Practical Implications: This study on Evolution of digital marketing would help students, researchers, readers to learn various reasons for the causes for evolution of digital marketing, the base COVID-19 has formed for the dependency of people on internet and electronic gadgets and also the impact digital marketing has on businesses due to which they have gone digital from traditional approach of marketing. Originality/Value: This study is purely a secondary study which would give out understanding of digital marketing, its benefits, the future scope, various strengths, weaknesses, opportunities and Traits for the marketers. The main limitation of the study as this is a secondary study, the study could be better analysed by conducting face-to-face interviews with the involved people like sellers, buyers, patients recovered from COVID-19 virus as they would be in a better position to contribute to the study with their real-life situations. Paper type: Case Study

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Section: Resultsmentioning

confidence: 99%

A Study on the Evolution of Digital Marketing

Dsouza

Panakaje

2023

IJCSBE

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“…Digital marketing has significantly altered consumer decision-making processes. A study focusing on the Aerostreet shoe brand revealed that digital marketing strategies substantially influence consumer purchasing decisions, underscoring the growing reliance on technology in business transactions (Hamdani et al, 2022). This shift highlights the need for businesses to adapt their marketing strategies to the digital landscape.…”

Section: Digital Marketing and Consumer Decision-makingmentioning

confidence: 99%

Strategic Management in the Digital Age: A Review of Decision-Making Frameworks

Choori,

Kazemi

2023

IJIMOB

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Objective: This article aims to critically review and synthesize the evolution of strategic management frameworks in the digital age, focusing on how these frameworks have adapted to the challenges and opportunities presented by digital technologies. Method: The review employs a narrative approach to review scholarly articles and industry reports. It categorizes decision-making frameworks into groups such as IT governance mechanisms, digital transformation strategies, and predictive models. Each framework is examined in detail regarding its application, strengths, weaknesses, and real-world examples. Comparative analysis is used to assess the suitability of these frameworks across different business contexts, and emerging trends are identified. The method also involves analyzing challenges in implementation and predicting future developments in strategic management frameworks. Results: The findings reveal that strategic management in the digital age is characterized by a shift towards more innovative, technology-driven approaches. Key trends include the integration of AI and machine learning, an increased focus on sustainability and ESG factors, and the importance of agility and flexibility in decision-making. Challenges in implementation range from aligning technological capabilities with strategic objectives to managing cognitive biases and ensuring cybersecurity. Future predictions suggest a continued evolution of these frameworks, with a greater emphasis on data-driven insights, sustainability, and technological integration. Conclusion: The review concludes that evolving strategic management practices are crucial for businesses to navigate the complexities of the digital age effectively. Organizations must embrace technological advancements, integrate sustainability into their core strategies, and maintain agility and flexibility in their decision-making processes.

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“…The digital sphere serves as a primary arena where consumers interact, research, and make purchasing decisions [ 12 , 14 ]. In this environment, comprehending consumer behaviour becomes pivotal for businesses aiming to thrive and succeed [ 15 ]. Insights into how individuals navigate online platforms, their preferences, motivations, and decision-making processes are crucial for developing effective marketing strategies, enhancing user experiences, and tailoring products or services to meet specific consumer needs [ 16 ].…”

Section: Introductionmentioning

confidence: 99%