DIGITAL MARKETING AND ITS EFFECT ON ONLINE CONSUMER BUYING BEHAVIOR
RAMESH M.
VIDHYA B.
The aim of the study is to find out the effect of digital marketing
on online consumer buying behavior at Vellore city, Tamil Nadu.
Analytical research design has been adopted for the study. Primary
data has been collected through structured questionnaire with
open and closed ended questions consisting of nominal, ordinal,
interval and ratio scale. Books, magazines, journals, thesis and
websites were referred to collect secondary data. Due to unknown
population, the data was collected by adopting judgment sampling
technique from 100 consumers. Analysis namely reliability test,
descriptive, chi-square, multiple regression and Kendell’s W test
were used to identify the effect of digital marketing on online
consumer buying behavior at Vellore city. The study found that there
is a significant effect of consumer perception on digital marketing,
and effectiveness of digital marketing on online consumer buying
behavior. It was also found that content marketing is the highly
preferred digital marketing channel, which induces the consumer to
take online buying decisions. Possible suggestions and conclusion
were also discussed.
INTRODUCTION
I
n this modern era, marketers use innovative strategies to magnetize
and retain a wide range of customers to buy their goods and services.
Digital marketing is the process of adopting internet based promotional
activities by the marketers, by utilizing electronic media to sell their goods
and services. It offers new opportunities for the marketers to interact
directly 24*7 with the customers. It also pavess the way for large, medium
and small scale businesses to market their products efficiently and to
have direct contact with the customers. In this tech world, it is difficult to
come across people without smart mobile phones and laptops. Majority
of people have an account on social media namely Facebook, Twitter,
Instagram, Whats App, LinkedIn, Snapshot, Skype to enhance their
Journal of Services Research, Volume 19, Number 2 (October 2019 - March 2020)
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