Digital Marketing & Consumer Behaviour: Literature Review & Hypotheses

This literature review examines the impact of digital marketing, particularly social media marketing, on consumer buying behavior. It discusses the increasing popularity of social media platforms and their influence on consumer decision-making. The review highlights the role of cost-effectiveness and information access in online buying, emphasizing how digital marketing reduces decision-making efforts and provides consumers with more product information. The research questions explore the relationship between digital marketing and social media, the impact of information contentment on purchasing behavior, and the effect of cost efficiency on consumer buying behavior. Hypotheses are formulated to test the influence of cost efficiency, information contentment, and digital shopping experience on consumer purchasing decisions. The review references several studies to support its analysis of consumer behavior in the context of digital marketing.

Running Head: DIGITAL MARKETING
IMPACT OF DIGITAL MARKETING ON CONSUMER
BUYING BEHAVIOUR
Student ID:
Name of the University
Authors Note

1DIGITAL MARKETING
Concise literature review
Digital marketing and social media marketing
Social media marketing is a major part of digital marketing that can also be illustrated
as the marketing of products and services (Wang et al. 2015). It is quite evident, that in the
existing years there has been a growing popularity of the social networking channels
provided with the growing use of social media platform. For instance, it has been seen that
there are almost a billion users who use it, from the beginning of the year 2004. Pappas
(2016) states that social networking channels are growingly taking up an increased number of
the consumer duration of spending time online. On the contrary, Stephen (2016) states that
increasing number of users are also using various online formats for communicating such as
Blogs, YouTube channels, integral for sharing different information about the product as well
as services and also to interact with the customers.
Consumer buying behaviour
Customers have a high tendency to participate in relational behaviour to obtain more
efficient in their activity of decision-making and to limit down information system of
processing while making a decision. However, Ioanăs and Stoica (2014) state that a consumer
starts feeling safe with the service offered and producer when the transaction is down in a
successful way. According to Akar and Nasir (2015), it is specifically when the customers are
able to trust the company that they can fulfil their demands and requirements for a sustainable
period. Based on this, the online buying behaviour of the customers has mainly emphasised
on the recognising factors that influence the desires of the customers to involve with the
process of internet shopping.
In the area of consumer behaviour research, there are some general theories of buying
behaviour that deviates the process that the customers use while buying. In this context,
Godey et al. (2016) state that online shopping process strengthens consumers by reducing

2DIGITAL MARKETING
their decision making efforts by providing them with options to select from a range of
screening and product comparison.
Cost-effectiveness
Individuals in this context argue that race will also play a crucial role on the internet
provided with the opportunity for the non-price data to be offers. Stephen (2016) states the
online buying reduce the process that is being usually charged on retail stores. Again wide
rate is being charged for the similar products than in the retailing stores. Moreover, when
they take an effort to deal with various expectations, the part of the cost related to the
customer choice is not always clear. As stated by Ashman et al. (2015), the customer relying
on digital marketing has more information about the products with an ease of search even
with the cost.
Research question and hypotheses
Research questions
1. What are digital marketing and its relationship with social media marketing?
2. What is the impact of information contentment on the customer behaviour of
purchasing?
3. What is the impact of the cost efficiency of digital marketing on the customer
behaviour of buying?
Hypothesis
H1: Cost efficiency has an influence on the consumer behaviour of buying
H2: Information contentment has an influence on the buying behaviour of the customer.
H3: Experience in digital shopping has an influence on the customer behaviour of purchasing

3DIGITAL MARKETING
Reference list
Akar, E. and Nasir, V.A., 2015. A review of literature on consumers' online purchase
intentions. Journal of Customer Behaviour, 14(3), pp.215-233.
Ashman, R., Solomon, M.R. and Wolny, J., 2015. An old model for a new age: Consumer
decision making in participatory digital culture. Journal of Customer Behaviour, 14(2),
pp.127-146.
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R.,
2016. Social media marketing efforts of luxury brands: Influence on brand equity and
consumer behaviour. Journal of business research, 69(12), pp.5833-5841.
Ioanăs, E. and Stoica, I., 2014. Social media and its impact on consumers
behaviour. International Journal of Economic Practices and Theories, 4(2), pp.295-303.
Pappas, N., 2016. Marketing strategies, perceived risks, and consumer trust in online buying
behaviour. Journal of Retailing and Consumer Services, 29, pp.92-103.
Stephen, A.T., 2016. The role of digital and social media marketing in consumer
behaviour. Current Opinion in Psychology, 10, pp.17-21.
Wang, R.J.H., Malthouse, E.C. and Krishnamurthi, L., 2015. On the go: How mobile
shopping affects customer purchase behavior. Journal of Retailing, 91(2), pp.217-234.