Impact of Digital Marketing on Consumer Buying Behavior

Running head: BUSINESS RESEARCH
"A study of evaluating the impact of digital marketing on consumer buying behavior: A case
study of Woolworth's limited, Australia"

BUSINESS RESEARCH 2
Table of Contents
Topic identification and discussion.............................................................................................................3
Initial literature search.................................................................................................................................3
Statement of Research Problem...................................................................................................................5
Research Questions.....................................................................................................................................6
Team Charter...............................................................................................................................................7
References.................................................................................................................................................12

BUSINESS RESEARCH 3
Topic identification and discussion
In the existing times, digital marketing can be used to deal with the issues and helps to indirectly
interact to customers. Hence, it is evaluated that the digital channel can be significant
advertisement mode in order to connect to the consumers. It is a trend of one to one advertising.
Digital channel emphasizes on paying more attention with respect to consumers. Current
development is taken place in the retail sector when considering digital modes. Australian retail
market is one of the leading markets because of bulk of customers who comes in middle-income
group. It can be identified as that a company can reach at high amount of consumers in upcoming
times. Therefore, an investigation was performed for accessing digital channel advertisement as
well as, its effects on the business. The extensive and development activities of internet
technologies has transformed manner of interaction within community as it can effect on both
professional and personal life (Stephen, 2016).
Initial literature search
Define Key Terms and Features of Digital Marketing
According to De Pelsmacker Van Tilburg and Holthof (2018), digital marketing is a term that is
practiced with the purpose of marketing goods and services. This technology can be originated
through the internet that involvesmobile devices, smartphones, promotion, and digital display
signage is another method of digital media. It is effective for persuading consumer behavior and
to reach a high amount of consumers. In opposed to this, Arli Tjiptono and Porto (2015) stated
that digital marketing has an impact on consumer behavior is key marketing issue that can
disclose as well as recognize the new method in terms of restructuring the buying behavior of
consumers. It is effective for promoting the products to prospect customers. It facilitates a
significant manner for the corporation to endorse their brand as well as selling the product via the

BUSINESS RESEARCH 4
internet and digital technology. Consequently, it can be effective for attaining the objectives of
digital marketing.
In the view of Valos et al. (2016), there are different theories that assess the effects of digital
marketing in influencing the consumer buying behaviour. Along with this, social cognitive
theory illustrated that customer behaviour can be mutual as well as dynamic communication with
an appearance as well as individual attribution. It is also addressed that social environmental
factor assesses the purpose of the customer with respect to purchasing the products and services.
In contrast to this, Arli Tjiptono and Porto (2015) stated that economic model illustrated that
consumer purchasing behavior focuses on ideas that purchasing structure emphasizes the ways
for generating economic value, benefits as well as cost-effectiveness for goods.
To analyze the impact of Digital Marketing on consumer buying behaviour
According to Kizgin et al. (2018), online business makes competent to the corporation for
generating the advantageous for every opportunity in terms of interacting with customers. The
social networking techniques allow bulk of customers to targeted communication to ensure that
company’s information can be provided to targeted customers. Moreover, practices of social
media allow the interaction in terms of extending in both manners such as by creating
interactivity between customers as well as business that plays an essential role in persuading the
behavior of consumers.
In opposed to this, Ashman et al. (2015), digital media is KPIs (key performance indicator) for
this transformation. It can be used as a new communication tool. Along with this, this tool
emerges through creating technology as it is known as digital marketing. There are several
digital methods for understanding consumers like Facebook, Twitter, and Instagram. It is a