A Study on Digital Marketing and its Impact on Consumer Purchase Decision

  • Akash Jain PGDM Student, International School of Management Excellence
  • Dr Raja Sankaran Professor, International School of Management Excellence
DOI: https://doi.org/10.34293/management.v9iS1.4867
Keywords: Customer Purchase Decision, Digital Marketing Channel, Social Media Marketing, Customer Loyalty

Abstract

Purpose: The study aims to examine the role of digital marketing in consumer purchase decisions and determine if consumers are aware of digital marketing and how digital channels affect their purchasing decisions.
Methodology/Approach: A total of 109 people responded to an online poll. Using SmartPLS, the conceptual model was tested and statistically assessed.
Research Limitations: This study explains that there is a knowledge gap since people in rural areas are still unaware of the benefits of digitization.

Published
2022-02-25
Statistics
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Issue
Vol 9 No S1-Feb (2022): Contemporary Issues in Management
Section
Articles

Copyright (c) 2022 Akash Jain, Dr Raja Sankaran


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