Impact of Digital Marketing on Consumer Buying Behaviour

Running Head: DIGITAL MARKETING
IMPACT OF DIGITAL MARKETING ON CONSUMER
BUYING BEHAVIOUR
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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