Content area
Full Text
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 adoptedfor 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
In this modem 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 network and to have a social interaction with people all across the world. They do have access to email, Google+ and YouTube and are aware of everything about the world. The various online retailers namely Amazon, Flipkart, Snapdeal, Bigbasket, Jabong, Myntra, Homeshop18 etc., are the major influencing factors who provides comfort, convenience, varieties and an easy way of shopping stationed at home.. These factors paved the route for such marketers to enter the digital marketing arena.
The various digital marketing channels used...