DOI: https://doi.org/10.9744/jmk.22.2.161-164

IMPACT ANALYSIS OF DIGITAL MARKETING: AN INDIAN PERSPECTIVE

Jeet Virendrabhai Madhani, Krunal Hareshkumar Rajyaguru

Abstract


The increasing use of digital media by consumers, companies utilizes digital marketing to outreach their market segments. The purpose of this study is to determine marketing strategies commonly utilized in digital communication and identify the preferred by consumers which influences decision making. Consumers have been identified as a driving force for online shopping. While there have been numerous studies about digital advertising, there has been little academic research focused on type of digital marketing strategies are preferred and influences their consumer’s behavior. A survey of 225 consumes indicated a preference for side panel ads and email ads; they do not like pop – up advertising. If provided a personal benefit like discount or reward they will write an online product review.

Keywords


Digital Marketing, Online advertising, Buyer’s behavior

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DOI: https://doi.org/10.9744/jmk.22.2.161-164



The Journal is published by Management Study Program, Faculty of Business and Economics, Petra Christian University. It available online supported by Directorate General of Higher Education - Ministry of Research, Technology and Higher Education of the Republic of Indonesia.

©All right reserved 2016.Jurnal Manajemen dan Kewirausahaan, ISSN: 1411-1438, e-ISSN: 2338-8234

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