The Impact of Digital Marketing on Exploratory Buying Behavior Tendencies (EBBT)

2020 ◽  
pp. 510-519
Author(s):  
K. K. Roshni ◽  
T. Shobana ◽  
R. Shruthi
Keyword(s):  
Digital Marketing ◽  
Buying Behavior ◽  
The Impact

Impact of Digital Marketing on Consumers' Impulsive Online Buying Tendencies With Intervening Effect of Gender and Education

2019 ◽  
Vol 15 (3) ◽  
pp. 44-59 ◽  
Author(s):  
MD Sarwar-A Alam ◽  
Daoping Wang ◽  
Abdul Waheed
Keyword(s):  
Positive Association ◽  
Digital Age ◽  
Digital Marketing ◽  
Buying Behavior ◽  
Gender And Education ◽  
Impulsive Buying ◽  
Effective Relationships ◽  
Online Shoppers ◽  
The Impact ◽  
Online Buying

We are living in the digital age where consumers have become more elegant, and their buying intention is radically transforming from traditional to online buying behavior. This study investigates the impact of digital marketing (DM) tools on consumers' online impulsive buying tendencies (OBIT), i.e., effective (AD) and cognitive tendencies (CD) with intervening role of the gender (GDR) and education-level (EL). Four hundred surveys were randomly distributed to online shoppers in Pakistan. SEM was applied to test the proposed relationships and findings revealed a positive association between DM and consumers' OBIT. The comprehensive examination affirmed the positive interrelationships of sub-dimensions of DM on consumers' OBIT, i.e., AD and CD. It is further revealed that GDR and EL did not moderate the relationships between DM and OBIT. This study furnishes insights on how advertisers can exploit such platforms to achieve OBIT and creating effective relationships in today's digital age. This study demonstrates certain directions for academicians and practitioners.

scholarly journals Advertising Media Impact in Consumer Buying Behavior

2019 ◽  
Vol 8 ◽  
pp. 54-56
Author(s):  
Ashmita Dahal Chhetri
Keyword(s):  
Consumer Behavior ◽  
Young Male ◽  
Electronic Media ◽  
Buying Behavior ◽  
Media Impact ◽  
High Degree ◽  
The Impact ◽  
Buying Behaviors ◽  
The Relationship ◽  
Better Than

Advertisements have been used for many years to influence the buying behaviors of the consumers. Advertisements are helpful in creating the awareness and perception among the customers of a product. This particular research was conducted on the 100 young male and female who use different brands of product to check the influence of advertisement on their buying behavior while creating the awareness and building the perceptions. Correlation, regression and other statistical tools were used to identify the relationship between these variables. The results revealed that the relationship between media and consumer behavior is positive. The adve1tising impact on sales and there is positive and high degree relationship between advertising and consumer behavior. The impact on advertising of a product of electronic media is better than non-electronic media.

scholarly journals Post-Industrial Tourism as a Driver of Sustainable Development

2021 ◽  
Vol 13 (15) ◽  
pp. 8145
Author(s):  
Aleksandra Kuzior ◽  
Oleksii Lyulyov ◽  
Tetyana Pimonenko ◽  
Aleksy Kwilinski ◽  
Dariusz Krawczyk
Keyword(s):  
Sustainable Development ◽  
Tourism Development ◽  
Tourism Industry ◽  
Digital Marketing ◽  
Gender And Education ◽  
Development Goals ◽  
The Difference ◽  
Post Industrial ◽  
The Impact ◽  
Industrial Tourism

The accepted Sustainable Development Goals aim at reorienting the tourism industry to sustainable tourism and enhancing post-industrial tourism. In this case, it is necessary to identify the statistically significant determinants which affect post-industrial tourism development. In this paper, we aim to analyse: (1) the impact of economic and environmental dimensions, and of digital marketing on supporting post-industrial tourism development and (2) the difference between attitude to post-industrial tourism on the gender, age, and education dimensions and digital channels on post-industrial tourism development. The data was collected from questioning 2334 respondents during April–November 2020. The study applied the following methods: frequencies, percentages, t-test, and one-way ANOVA and multiple regression analysis. The findings confirmed the statistically significant impact of the economic and environmental dimensions, as well as digital marketing on post-industrial tourism development. The results of the analysis justified that digital marketing was a catalysator of post-industrial tourism development. In addition, the findings confirmed that there is no difference in attitudes towards post-industrial tourism with respect to the dimensions of age, gender, and education.

IMPACT OF DIGITAL MARKETING: THE PRESENT SCENARIO IN TELANGANA STATE – AN EMPERICAL STUDY

2021 ◽  
Vol 8 (65) ◽  
pp. 15164-15172
Author(s):  
S. Pratap ◽  
Aziz Fatima
Keyword(s):  
Rural Areas ◽  
Urban Areas ◽  
Digital Marketing ◽  
Rural And Remote ◽  
Remote Areas ◽  
Wide Range ◽  
Rural And Remote Areas ◽  
Telangana State ◽  
The Impact ◽  
Made In

In present scenario of COVID-19, the effect of pandemic on Digital Marketing is visible not only in urban areas but also in rural areas. Customers are searching for various products and services through Google by which they can purchase wide range of products and services to fill their needs and desires at relatively low price. The freedom to select numerous products is available by browsing various websites. Hence this study focuses on Impact of digital marketing particularly in the selected rural areas of Telangana state. This state been formed recently but in the IT sector it is receiving much attention throughout the globe, as many MNC’s are establishing their operations in this state. Therefore, an attempt has been made in this study to find out how the Impact of digital marketing is trickling down in the rural and remote areas of newly formed Telangana state. Hence this study focuses the impact of digital marketing in the selected areas of Telangana state.

scholarly journals The Impact of the Introduction and Use of an Informational Website on Offline Customer Buying Behavior

2011 ◽  
Author(s):  
Erjen van Nierop ◽  
Peter S.H. Leeflang ◽  
Marije L. Teerling ◽  
Eelko K.R.E. Huizingh
Keyword(s):  
Buying Behavior ◽  
The Impact

scholarly journals The impact of Influencer marketing on consumer buying behavior in social networks

2019 ◽  
Author(s):  
Miglė Černikovaitė
Keyword(s):  
Social Networks ◽  
Research Area ◽  
Buying Behavior ◽  
Shared Information ◽  
The Impact ◽  
Conceptual Research ◽  
Practical Implications ◽  
Scientific Topic ◽  
Customer Satisfaction And Loyalty ◽  
Consumer Buying Behavior

Purpose – the purpose of the article is to analyze the impact effect of Influencers marketing on consumer buying behavior by determining which partnership opportunities are most relevant. Research methodology – the theoretical analysis of scientific literature and quantitative statistical analysis of empirical research results. Findings – the research in Lithuania has shown that before making a decision to purchase a product or a service, most respondents are actively seeking information in social networks by reading other costumers feedback. Moreover, the survey reveals that recommendations, comments, shared information about certain brands by Influencers are the most important factors in changing buying behavior. Research limitations – the main limitations of research may be the geographical research area – Lithuania and social networks (Facebook). Practical implications – understanding of Influencers impact on consumer buying behavior. Originality/Value – this scientific topic is rather new. Scientists, like Matsumura, Yamamoto, & Tomozawa (2008), investigated Influencers and Consumer Insights impact in the Blogosphere; Thakur, Srivastava (2015) presented a Conceptual research model of Influencers impact of Customer Satisfaction and Loyalty and etc. However, there is a lack of research investigating the impact of Influencer marketing on consumer buying behavior. This research aims to fill this gap in the Lithuanian case

scholarly journals Understanding Social Media Marketing activities in Western Balkans

2021 ◽  
Vol 72 (6) ◽  
pp. 869-893
Author(s):  
Visar Rrustemi ◽  
Gezim Jusufi
Keyword(s):  
Social Media ◽  
Empirical Research ◽  
Digital Marketing ◽  
Social Media Marketing ◽  
Probit Regression ◽  
Western Balkans ◽  
Online Consumers ◽  
Marketing Activities ◽  
Business Policies ◽  
The Impact

Digital marketing activities through social media are being developed extensively by firms in the Western Balkans region, therefore the purpose of this paper is to investigate the impact of social media marketing activities on increasing sales of SMEs in the Western Balkans, with special emphasis on those of Kosovo. Using a sample of 100 manufacturing SMEs, we have researched the impact of digital marketing activities which are carried out through social media, on increasing the sales or turnover of these SMEs. The achieved results were analyzed through probit regression. The results show that facebook is mostly used for business activities in these SMEs. Also, the analyzed SMEs give a lot of importance to the opinions and comments of consumers expressed on social media. They design their business policies based on the comments and opinions received from online consumers. This empirical research provides data on the implementation of social media marketing activities by SMEs in the Western Balkans region.

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