Year: 2023
Type: article
Study design: Observational Study
Abstract: This study investigates the relationship between digital marketing and consumer behavior, with especial focus on online shopping. The research addresses the impact of various social and economic variables including price, place, product, age, demographic, and culture on online purchasing behavior. We employed a survey research design to collect primary data from over 300 respondents and secondary data from newspapers, websites, magazines, and journals. Descriptive as well as inferential statistics were employed to analyze the data, including Cronbach Alpha to test the reliability of the scales used by the researcher, regression and correlation analysis to check the hypotheses and relationships of the variables. It is a quantitative study, where analysis depicts that youth plays a significant role in shaping the market through their preferences and trends, and thus digital marketers need to adopt creative and attention-grabbing promotional activities to target the demographics. The study concludes that there is a strong association among digital marketing, consumer buying behavior and related study variables, and policymakers need to pay attention to some essential factors to help businesses survive in this contemporary competitive business market. The findings of the study also provide basis for understanding the drivers that regulate consumers’ attitudes towards digital marketing and their perceptions regarding ease of use. Conclusively, study presents important future recommendations.
Author: Muhammad Shah
Institution: National Defence University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4378529951