ROLE OF DIGITAL MARKETING ON CONSUMER PURCHASE INTENTION
Keywords:
DIGITAL MARKETING, CONSUMER, PURCHASE INTENTION, MEDIA NETWORKAbstract
Advanced promoting is one of the most prominent showcasing approaches organizations utilize explicitly through web-based media and e-mail advertising. On top of their convenience and power, online media and e-mail advertising have been observed to be exceptionally compelling in building client commitment. This component decides the commonness of clients' buy goal. For the most part, computerized showcasing instruments empower organizations to advance their items quickly, just as assemble client connections at lower costs, leading to expanded deals volume. Digital Marketing is another period of promotion in the 21st century. With the progression of time, it is noticed that organizations are moving from the conventional market to the advanced promoting, and the computerized market has caught a more extensive space of market in the metropolitan regions. Computerized advertising gives the purchasers all the more promptly accessible data, making it a more secure choice than conventional. However, it is a profoundly aggressive region, yet it utilizes computerized advancements, which decreases cost and helps grow business worldwide. With progression in innovation and a significant upswing in utilizing the web, computerized advertising can help organizations understand clients' conduct. This examination study portrays the effect of automatic promotion on buyer dynamics. Information has been gathered from different wellsprings of proof, including different books, sites, and diaries. The paper depicts the job of computerized showcasing in this advanced world and reasons that it is a powerful instrument in buyer dynamic which also works on the hierarchical efficiency and helps catch more ample space of the market. Hence advanced showcasing can affect the shopper dynamic, empowering the evaporating of the stock market from the severe world. One hundred twenty-two respondents were collected through a "standard questionnaire," created on a five-point interval scale.
Downloads
References
Gazley, A., Hunt, A., & McLaren, L. (2015). The effects of location-based services on consumer purchase intention at the point of purchase. European Journal of Marketing, 49(9/10), 1686-1708. https://doi. org/10.1108/EJM-01-2014-0012
Hühn, A. E., Khan, V. J., Ketelaar, P., van‘t Riet, J., Konig, R., Rozendaal, E., … Markopoulos, P. (2017). Does location congruence matter? A field study on the effects of location-based advertising on perceived ad intrusiveness, relevance &value. Computers in Human Behavior, 73(August), 659-668. https://doi. org/10.1016/j.chb.2017.03.003
Humbani, M., Kotzé, T., & Jordaan, Y. (2015). Predictors of consumer attitudes towards SMS advertising. Management Dynamics: Journal of the Southern African Institute for Management Scientists, 24(2), 2-19.
Dix, S., Jamieson, K., & Shimul, A. S. (2016). SMS advertising the Hallyu Way: Drivers, acceptance, and intention to receive. Asia Pacific Journal of Marketing and Logistics, 28(2), 366-380. https://doi. org/10.1108/APJML-09-2015-0146
Yoon, S., Kim, J., & Connolly, D. J. (2017). Understanding motivations and acceptance of location-based services. International Journal of Hospitality & Tourism Administration, 29(3), 1-23. https://doi.org/ 10.1080/15256480.2017.1305316
Gabrial, J. and Kolapo, S. (2015) online marketing and consumer purchase behavior: A case study of Nigerian firms. Vol. 3, No. 7, pp. 1-14.
Lodhi, S. and Shoaib, M. (2017). Impact of E-Marketing on Consumer Behaviour: a Case of Karachi, Pakistan. Journal of Business and Management. 19(1), pp. 90-101.
Alwan, A.A. 2018. Investigating the Impact of Social Media Advertising Features on Customer Purchase Intention. International Journal of Information Management 42 (October 1): 65–77.
Alwan, A.A. 2018. Investigating the Impact of Social Media Advertising Features on Customer Purchase Intention. International Journal of Information Management 42 (October 1): 65– 77.
Barger, V., J.W. Peltier, and D.E. Schultz. 2016. Social Media and Consumer Engagement: A Review and Research Agenda. Journal of Research in Interactive Marketing 10, no. 4 (October 10): 268–287.
Davvetas, V., C. Sichtmann, and A. Diamantopoulos. 2015. The Impact of Perceived Brand Globalness on Consumers' Willingness to Pay. International Journal of Research in Marketing 32, no. 4: 431–434.
Demiray, M., and S. Burnaz. 2019. Exploring the Impact of Brand Community Identification on Facebook: Firm-Directed and Self-Directed Drivers. Journal of Business Research 96 (March 1): 115–124.
Essamri, A., S. McKechnie, and H. Winklhofer. 2019. Co-Creating Corporate Brand Identity with Online Brand Communities: A Managerial Perspective. Journal of Business Research 96 (March 1): 366–375
Felix, R., P.A. Rauschnabel, and C. Hinsch. 2017. Elements of Strategic Social Media Marketing: A Holistic Framework. Journal of Business Research 70 (January): 118–
http://dx.doi.org/10.1016/j.jbusres.2016.05.001.
Fuller, C.M., M.J. Simmering, G. Atinc, Y. Atinc, and B.J. Babin. 2016. Standard Methods Variance Detection in Business Research. Journal of Business Research 69, no. 8 (August): 3192–3198. http://dx.doi.org/10.1016/j.jbusres.2015.12.008.
Godey, B., A. Manthiou, D. Pederzoli, J. Rokka, G. Aiello, R. Donvito, and R. Singh. 2016. Social Media Marketing Efforts of Luxury Brands: Influence on Brand Equity and Consumer Behavior. Journal of Business Research 69, no. 12 (December): 5833– 5841. http://dx.doi.org/10.1016/j.jbusres.2016.04.181.
Harrigan, P., U. Evers, M. Miles, and T. Daly. 2017. Customer Engagement with Tourism Social Media Brands. Tourism Management 59: 597–609.
Le, L.H., and G.H. Duong. 2020. Engagement in the Online Brand Community: Impacts of Cultural Traits. Journal of International Consumer Marketing 32, no. 2 (March 14): 146– 158.
Lindh, C., E. Rovira Nordman, S. Melén Hånell, A. Safari, and A. Hadjikhani. 2020. Digitalization and International Online Sales: Antecedents of Purchase Intent. Journal of International Consumer Marketing (February 10): 1–12.
Liu, Y., W.S. Tsai, and W. Tao. 2020. The Interplay Between Brand Globalness and Localness for Iconic Global and Local Brands in the Transitioning Chinese Market. Journal of International Consumer Marketing 32, no. 2 (March 14): 128–145.
Llonch-Andreu, J., M.Á. López-Lomelí, and J.E. Gómez-Villanueva. 2016. How Local/Global Is Your Brand? International Journal of Market Research 58, no. 6 (November): 795–813. http://journals.sagepub.com/doi/10.2501/IJMR-2016-046.
Mahrous, A.A., and A.K. Abdelmaaboud. 2017. Antecedents of Participation in Online Brand Communities and Their Purchasing Behavior Consequences. Service Business 11, no. 2 (June 1): 229–251
Singh, U. S., Saxena, A., Tandon, S., Fareeth, S. S., Pallathadka, H., & Thanavathi, C. (2020). Management Students’ Perception About Online Learning During Covid 19- Lockdown. International Journal of Management, 11(10), 2082–2090. https://doi.org/10.34218/IJM.11.10.2020.199.
Pallathadka, H. (2020). A Survey Of Undergraduate Students On Online Learning During Covid-19 Pandemic In The Indian State Of Manipur. European Journal of Molecular & Clinical Medicine, 07(08), 5914–5927.
Kumar, S., Pallathadka, H., Pallathadka, L. K., & Kumar, V. (2021). An Empirical Investigation On Consumer Behavior Concerning Online Shopping During Covid-19 In India. International Journal of Aquatic Science, 12(03), 3087–3096.
Kumar, S., Pallathadka, H., Kumar, V., & Pallathadka, L. K. (2021). Consumer Behavior Vis-À-Vis Online Shopping During COVID-19 : An Empirical Investigation through Digital Mode in India. Design Engineering Toronto, 2021(9), 1776–1784.
Kumar, V., Pallathadka, H., Sharma, S. K., Thakar, C. M., Singh, M., & Pallathadka, L.
K. (2021). Role of machine learning in green supply chain management and operations management. Materials Today: Proceedings, xxxx. https://doi.org/10.1016/j.matpr.2021.11.625
Pallathadka, H. (2020). A Study On Buyer Behavior In Green Marketing Products.
European Journal of Molecular & Clinical Medicine, 07(01), 4540–4548.
Pallathadka, H., & Pallathadka, L. K. (2022). Influence of Online Reviews on Consumer Goods Purchase Intent. Journal of Applied Science and Research, 10(2), 48–55.
of Marketing, 49(9/10), 1686-1708. https://doi.org/10.1108/EJM-01-2014-00
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
