Digital Marketing Strategies and Analytics

This assignment delves into the dynamic world of digital marketing, examining its influence on consumer behavior and exploring effective strategies across various platforms. It emphasizes the role of social media, data analytics, and multi-channel marketing approaches in shaping modern marketing practices. The assignment requires students to analyze scholarly articles and industry trends to understand the evolving landscape of digital marketing.

Running head: DISSERTATION
The Impact of Digital Marketing on Consumer Buying Behavior

DISSERTATION 2
Table of Contents
Chapter 1: Introduction....................................................................................................................4
Research background...................................................................................................................5
Research Objectives.....................................................................................................................6
Research Question.......................................................................................................................6
Purpose and rationale of the study...............................................................................................7
Organizational structure of study.................................................................................................7
Chapter 2: Literature review............................................................................................................9
Define Key Terms and Features of Digital Marketing................................................................9
Critical review of relevant theories/models...............................................................................10
Critical review of recent and past empirical studies..................................................................12
Impact of digital marketing on the purchasing behavior of consumer......................................13
Important factors that influence consumer behavior.................................................................16
Determine consumer buying attitudes towards other consumer feedback from online.............22
Conceptual Framework..............................................................................................................22
Hypotheses Definition...............................................................................................................23
Summary....................................................................................................................................23
Chapter 3: Research Methodology................................................................................................24
Introduction................................................................................................................................24
Research Onion Framework......................................................................................................24
Research Philosophy..................................................................................................................25
Research Approach....................................................................................................................26
Research Design........................................................................................................................27

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Research Strategy......................................................................................................................29
Data Collection Method.............................................................................................................30
Sampling Method.......................................................................................................................31
Ethical Consideration.................................................................................................................33
Limitations.................................................................................................................................35
Data Analysis Method...............................................................................................................36
Conclusion of RM......................................................................................................................38
Chapter Four: Data Analysis.........................................................................................................39
4.1 Introduction..........................................................................................................................39
4.2 Demographic Profile of the Respondents............................................................................39
4.3 Reliability and Validity........................................................................................................45
4.4 Sample Adequacy................................................................................................................47
4.5 Multicollinearity..................................................................................................................48
4.6 Correlation Analysis............................................................................................................48
4.7 Regression Analysis.............................................................................................................49
4.8 Tests for Objective 1............................................................................................................50
4.9 Tests for Objective 2............................................................................................................55
4.10 Tests for Objective 3..........................................................................................................60
4.11 Tests for Objective 4..........................................................................................................65
5.0 Conclusion and Recommendation...........................................................................................69
5.1 Conclusion...........................................................................................................................69
5.3 Recommendations................................................................................................................72
Survey through Questionnaire...................................................................................................74
References......................................................................................................................................80

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Chapter 1: Introduction
The purpose of this research is to assess the impact of digital marketing on consumer behavior.
Under 21st century, the digital marketing is perceived by consumers from another point of view
of digital marketing progression and the digital media development. Further, online and e-stores
have to transform several consumers into prospective customers. The essential segment of digital
marketing has an impact on buying process of customers (Armstrong, et. al., 2015).
In acurrent business era, theconsumer is greatly impacted by digital marketing. There is a large
number of user in digital media which has influenced many corporations to interact with
potential customers and assess their needs in significant e-communication atmosphere.
Furthermore, thebehavior of shoppers and consumers are impacted by different psychosocial
qualities. These are payment method, company image, buying inspiration, statistical variable,
company branding links with digital marketing, user-friendliness of theonline portal message and
digital interaction kind of e-stores (Stephen, 2016). This research emphasizes the impact of
digital marketing on the consumer buying behavior.
In thecurrentscenario, the online atmosphere is perceived by customers from a new viewpoint in
a commercial manner. Further, development and origin of online stores have moved forward
customers into end users. The essential role of social media has changed the mode of
communication between consumers and marketers. Along with this, informational society factor
may affect the product evaluations and decision procedure of consumers (Keller, 2016). It is
analyzed that social media facilitates a new mechanism to obtain product data via peer
message.Social media gives power to theconsumer to persuade the other customers via review of
products and services.Customers are also persuaded by different psychological characteristics
such as purchase motivation, income, ademographic variable like disposable income, sex and

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age, and presence of brand and company, online and physical stores, and workplace payment
mode. Under this research, thereader can understand the impact of social media on consumer
buying behavior (Arli, et. al., 2015).
Research background
From the study of Lamberton and Stephen, 2016), it is analyzed that social media marketing has
an essential impact on the buying behavior of consumers. Since, digital technology provides
power to consumers to assess the features of products with unfavorable and favorable reviews.
Another research depicts the key characteristics of consumer buying intention by digital
marketing medium. It is also assessed that there are different factors which may impact on the
consumer buying behavior with respect to optimum price, brand loyalty, characteristics of
theproduct and its quality and features.
Digital marketing is practices of thechannel which is used to arrive at the target market. There is
adifferent channel of social media such as amultimedia advertisement, e-marketing, interactive
marketing, and online search engine advertisement. Digital marketing is used as a new form of
marketing activities and facilitates new opportunities for thecorporation to deal with themarket.
Marketing practices can be conducted through adigital medium as it makes able the advertisers to
directly interact with targeted customers in a rapid speedin spite of geographical areas (Poncin
and Mimoun, 2014).
In thecurrent scenario, digital marketing is dealing with challenges and indirectly communicate
with the consumers. Therefore, it can be stated that digital channel is effective advertisement
channelto link with customers as it is atrend with respect to direct and one to one marketing.
Digital channel is emphasizing on paying more attention towards customers. A recent
development has taken place in themobile market while considering digital channels. Indian

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mobile market is one of leading market due to a large number of middle-income consumers
(Hudson and Thal, 2013). It is estimated that company can reach the millions of customers in
theupcoming period. Therefore, research was conducted to access digital channel advertisement
and its impact on business. The development and extensive practices of internet technologies
may have changed the way of communication within society as it may impact on both personal
and professional life.
Along with this, digital media is akey performance indicator for this change. It is emerging as
new communication tools. New communication techniques emerge via developing technology as
it is called digital marketing. There are different digital channels to intellect with customers such
as Twitter, Facebook, Instagram and another social network. It is anonline and virtual way to
communicate with customers like microblogs, websites, and search engines (Mohan, et. al.,
2013). This new communication tool is different from traditional communication tools such as
printed, visual and audio communication techniques.
Research Objectives
The main aim of this research is to assess the impact of digital marketing on consumer behavior.
Following research objectives are used for accomplishing the main aim of this research:
 To assess the factors which may influence the consumer purchasing behavior?
 To evaluates the attitude of consumers with respect to consumer feedback from online
 To identify digital marketing to enhance the brand awareness and communication among
people
 To investigate the innovative ideas regarding digital marketing to the world
Research Question
 What is theimpact of digital marketing on the purchasing behavior of consumer?

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 Which factors can affect the consumer purchasing behavior?
 How can digital marketing make changes amid consumers at the time of purchasing
decision?
 What can motivate the buying behavior of customer?
Purpose and rationale of the study
The research issue is theimpact of digital marketing on the consumer behavior which is highly
influenced by consumer sentiments. The key purpose of this report is to find the character of
consumer behavior and external environment factors which entails media and social marketing
factors. This research is beneficial to understand the family members, thecircle of friends and
working piers is highly affected by digital marketing. It is also significant to make acomparison
between ideas and information with each other (Dennis, et. al., 2014).
Although, there isa high number of digital users yet digital marketingis still polarizedfor
thecompanyto capitalize their business. Moreover, it can be stated that adopting digital marketing
strategy is effective to gain the business productivity and enhance the innovative advertising.
This project is also effective to gain knowledge about the impact of digital marketing on
consumer behavior. It is analyzed that digital technology enables the company to acquire
appropriate information which is effective to purchase and make afeasible buying decision
(Schivinski, and Dabrowski, 2016).
Organizational structure of study
For attaining the research study in a methodological way, the following research is used:
Introduction
It is the initial chapter of aresearch study in which researcher has discussed thetopic of research,
thebackground of information, aim, and objectives of research, thesignificance of research, and
research question. This is used to make a knowledge base and well-defined understanding about

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research matter. This first chapter also facilitates depth knowledge regarding research limitation
which could be faced by a researcher to complete the research in a specified time period. Thus,
the information of this chapter is beneficial for a researcher to assess the direction of study and
discover the research concern effectively (Eastman, et. al., 2014).
Literature Review
This is second chapter of research which demonstrates the literature review and performed to
discover the research concern by applying different theories and concepts. The researcher can
enable to analyze the current knowledge associated with research issue. It also assessed that to
what extent, theresearcher can explore the information till the date. For this assessment, different
journals and articles are accessed as it aids to make conceptual comprehension associated with
research concern. It is beneficial for theresearcher to assess the knowledge gap and builds the
base for implementing primary research techniques (Leeflang, et. al., 2014).
Research Methodology
Research methodology chapter discusses the different techniques, methods, and modes to
complete the research in systematical and ethical manner. Along with this, different purpose,
research design, strategies, sampling, data gathering technique, approaches, and data analysis
methods are explained by aresearcher in this research. These are also justified by a researcher to
make sure the reliability and validity of theresult. Under this, research methods are justified as
per the research objectives and topics (Dehghani, and Tumer, 2015). It is essential to attain valid
conclusion and reach aspecified result.
Data Analysis and Findings
Under this research part, researcher analyses the gathered facts and figures. It facilitates an
effective platform for theresearcher for classifying the pooled information and assessed them in
against each objective. This chapter also aids the researcher to organize and assess the
information logically by exercising the appropriate data analysis technique. By using this,
theresearcher will enable to collect the data in a methodological manner and getting appropriate
results (Jin, and Phua, 2014).
Conclusion and Recommendation

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It is thelast chapter in which researcher make able to summarize the researcher study as per the
findings and discussions. It is also effective to make theassociationbetween research objectives
and findings as aresearcher can reach areliable and valid conclusion. It also facilitates suggestion
associated digital marketing strategy to influence the consumer behavior. In the end, this chapter
is effective to evaluate practical implication for leading prospect researcher for their research
study (East, et. al., 2016).
Chapter 2: Literature review
Define Key Terms and Features of Digital Marketing
Fulgoni (2014) stated that digital marketing is a term which can be used with the intention of
marketing the products and services. This technology is derived from theinternet which
incorporates the smartphones, mobility device, digital display signage and promotion and
another mode of digital media. It is beneficial to influence the consumer behavior and to reach a
large number of customers. Existing evident recommends that impact o digital marketing on
consumer behavior is thekey issue of marketing which may disclose and recognize the new way
of restructuring the consumer purchasing behavior. It is also beneficial to endorse the product to
potential customers. It provides effective ways for thecompany to promote their brand and
selling the products through theinternet and digital technology. As a result, it could be beneficial
to meet digital marketing objectives.
In support of this, Dai et al. (2014) stated that there are several stores of digital marketing which
can be accessed from anywhere. People can access the digital shopping stores and also they can
access the stores as per their convenience and anytime. Consumer buying behavior is highly
affected by digital marketing because it provides facilities to gather the information before and
after purchasing. Thus, thecompany can predict the satisfactory and dissatisfactory statement of
consumers. It can also assess the different factor of digital marketing which may affect the
purchasing purpose and behavior of customers.

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Critical review of relevant theories/models
Pantano andPriporas (2016) evaluated that there are certain theories which determine the impact
of digital marketing on consumer buying behavior. Social cognitive theory defined that
consumer behavior is dynamic and mutual communication with personal attribution and
expression. It also stated that social environmental factor determines the intention of consumers
towards buying of products and services.
On the other hand,Ioanăs and Stoica (2014) demonstrated that another theory of consumer
behavior evaluated that consumer buying intention has afavorableimpact on existing choice of
purchasing. Consumerbelievesthat digital marketing will have thedesired effect in terms of
offering incremental saving, great deal, and promotion as well as higher social validation.
Further, it can be evaluated that digital marketing is used to motivate the buying process of
consumers.
In support to this,Siamagka et al. (2015) stated that digital marketing such as virtual group and
web-based marketing can change the buyer’s behavior, order as well as companies with
borderless admittance to information. It provides better long-range informal interaction and
facilitates a way for consumer association behavior capability. A large number of consumer
utilizes a certain online communication way to convey such as interpersonal company message
in the inbox and webpage journals. Another wayis to share the views and reviews about the
products and branding. Customers can contact with other purchasers who are perceived as more
target information or used as sources for data. Furthermore, brand loyalty has animpact on the
consumer conduct from securing the data to post negative and positive reviews about buying and
unsatisfactory practices regarding the brand and organization.

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In the view ofGraca et al. (2015), digital marketing facilitates the chance to theorganization to
connect with prospective customers, and also expand the feeling of stickiness with purchasers
and produce anextremely imperative connection with prospect shoppers. Another theory of
digital marketing trust defines that there is different advertiser’s trust that connects the consumer
trust with the products and also forces to prefer products in theconcerned field.
Lysonski and Durvasula (2013) suggested that there is various model regarding consumer buying
behavior which defines the link between digital marketing and buying process of customers.
These are atraditional model and Contemporary model. The traditional model includes the
learning, economic and sociological model. Along with this, thecontemporary model comprises
the Howard-Sheth Model.
In this way, theeconomic model determines that consumer buying behavior emphasizes the ideas
that buying structure focuses on how to create benefits, economic value and cost-effectiveness
for the products. Another model is learning model in which consumer buying behavior
emphasizes on the idea that customer’s purchasing is affected by theneed for satisfaction and
learning. Moreover, customers have greater tendency to purchase the products that will attain the
desires and needs without conflict. Along with this,Pantan and Viassone (2015) exhibited that
sociological model defines that consumer buying behavior emphasizes on the idea that behavior
of consumer is highly affected by society such as online review, facebook, social media, and
digital medium. Consumer purchasing behavior is not only persuaded by digital media but also
influenced by family, friend, member’s culture and society that they are linked.
In contrast to this,Garaus et al. (2017) evaluated that Howard-Sheth Model is apopular model of
consumer buying behavior. This model utilizes the concept to stimulate the responses and
defines the consumer purchasing preferences over aperiod of time. This model entails different

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components such as output variable, input variable, exogenous, and hypothetical and constructs
variables.
Critical review of recent and past empirical studies
Past research of Andrews and Shimp (2017) shows that the company can measure the
unfavorable information by using the consumer’s post, and various reviews which will have
asubstantial impact on the consumer state of mind. It is found that people and consumer
expression have anessential requirement for obsessive securities as well as they highly demand
inclusive items to purchase. The link between brand and buyer is significant for thecorporation
as it should be conscious of the customers.
In support to this, Marchand et al. (2017) evaluated that in the digital era, there are several
consumers who utilize digital marketing in their routine practices with the intention of different
reasons and manners. Further, high amount of customers have to need to keep theconstant link
and update with relatives, peers, friends, and partners. Digital marketing is effective to hold the
relation between online customers. Along with this, it is beneficial to maintain the contact with
other person and providing social support and closeness.
From the social perspectives, digital marketing has animpact on the utilization of buyers and also
effect on the objective of online buying. In thecurrent scenario, web and internet based business
can succeed through digital marketing. In this way, thecompany should deliver the added value
customers as it delivers the power to effectively interact with prospective customers. In the
context of online networking, it is stated that organization can directly interconnect with the end
users. It is also analyzed that digital marketing has asignificant impact on the consumer practices
and recognition, and acquiring the critical points to make distinctive business (Godey, et. al.,
2016).

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Impact of digital marketing on the purchasing behavior of consumer
According to Erkan and Evans (2016), marketing approaches have changed over the earlier era.
The internet has animpact on several industries however very few industries do not want to make
atransformation in their marketing strategies. In the earlier period, marketers use knocking the
door and cold calling marketing strategy as it was aneffective way to reacha large number of
people. However, in thecurrent business scenario, marketers use real-time marketing campaign
for endorsing their products and services.
Evolving consumer behavior in Digital Age
In support of this, Ashman et al. (2015) stated that the consumer behavior may change because
consumers expect a personalized and constant experience. Further, consumers desire a modified
messaging from the brand. Marketers must make alink with the customers at the right time and
place. It should also entail the marketing in local areas. It is analyzed that modern consumers are
not loyal customers as they find varieties of products. Modern companies now integrate their
modern as per the customer’s needs and requirements.
Helm and Özergin (2015) stated that in therecent scenario, consumers focus on posts purchasing
experience. For satisfying the customer’s need towards product or services, thecompany should
provide post-purchase assistance. In addition, convenience should be considered by thecompany
to meet the customer’s desires and to actually forecast them by involving the post-transaction
period. There are different tools which can be used by companies to deliver the customer’s
expectation such as machine translation, social intelligence and customer analytics. The key
modification in consumer behavior is that customers increasingly avert from anything they
observe as marketing. Further, consumers have thetechnical ability as they are annoyed with
respect to irrelevant message or content. There are high numbers of Smartphone users who have
set up ad blockers. These numbers are increasing rapidly.

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In opposed to this, Wang et al. (2016) opined that company focuses on asmall set of individuals
who have thehigh extent of trustworthiness in particular industry as it can easily influence the
buying decision of consumers. Along with this, customers spend their more time towards social
media platforms to take buying decision. Their decision can be reflected by communicating with
other influencers and friends. In against, leading marketers adapt various strategies to extend
their network for customers and placing effective tactics like storytelling and word-of-mouth.
Marketers should capture the expected requirements of customers. In this way, marketers can
integrate the experience and marketing with each customer. It is analyzed that marketers should
focus on building along-term relationship with customers rather than focusing on quick selling.
Since, customers expect to get authentic products and acertain extent of personalization in
buying the bulk products along with upscale items.
As per the view ofSchiffman et al. (2013), customers become more demanding and outspoken
regarding their preference and choices of products. In case, companies are not satisfied with any
products and services then thecompany can confront the different issues due to getting anegative
opinion on social media platforms. Moreover, each buying decision should be evaluated,
researched, ranked and crowdsourced to make sure that it is the best judgment as it could be
beneficial to influence the buying decision of consumers.
In favored to this, Donnelly et al. (2015) stated that consumer behavior is dynamic and
expanding in thedigital era. Therefore, there is need to maintain the taste of consumers, influence
their behavior, and adopt imminent trends as it could be beneficial to stay the relevancy and
visibility of brands and engaging the customer towards brands. It is analyzed that a large number
of urban people has their online presence. Besides this, there are ahigh amount of customers who
use theinternet to buy the products or services.

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Pride and Ferrell (2016) evaluated that in thecurrent global business scenario, digital plays vital
role in each aspect of marketing. It is beneficial to create awareness among customer, engaging
customers, developing products and acquiring customers towards their brands. At the same time,
it can be stated that mobile screen is highly exercised by people but it is dynamically changing
the route of media and interact with others. Moreover, rural people are also using mobile
technology due to low penetration of computers. It is used as amedium to access the internet.
This method enables the company to reacha large number of customers and also aids to increase
traction. Consequently, it is beneficial to raise thereturn on investment and building toevoke in
the mind of customers.
Empowered consumers
According to Wolny and Charoensuksai (2014), consumers are more empowered and
enlightened in thecurrent scenario. Consumers are using more digital content as compared to
another method. A high amount of companies exist at the fingertips of customers. Since,
consumers have turned into more demanding. Along with this, a consumer always knows that
what they desire, how they desire it and from whom they desire. Consumers can immediately
access and expectations regarding their brand experience by using the digital media. Since, it is
easy to navigate and personalized way for consumers. There is alarge option that provides right
to customers to just click facilities to share their brand experience. Consumers take buying
decision on the basis of promotion as it is aneffective medium that can be used by thecompany to
buildtrust with customers towards their brand.
In support of this, Hudson et al. (2016) stated that recommendation from recognized people can
create five times more trust as compared to brand marketing. Therefore, thecompany should use

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celebrities, sports person and other recognized person to endorse their brand as it would be
beneficial to influence the consumer buying decision.
In contrast to this,Rehman et al. (2014) evaluated that customers are spendingmore time on
surfing the social media sites and takes adecision regarding thepurchase. Along with this,
consumers can also influence with their friends and other people. The digital media has made
quite hasty and impatient to consumers because they find immediate gratifications. Consumers
also want immediate responses and services hence company should provide real-time virtual
dialogue to customers regarding brands. Moreover, thecompany should deliver fast services
rather than delay in services as it can persuade the consumer buying behavior.
Important factors that influence consumer behavior
According to Ryan (2016), there are different factors which may affect the consumer behavior
such as cultural, psychological, behavioral and social factors. Culture plays aprime role to assess
the consumer behavior. In this way, culture is thecritical belief of human behavior which entails
the human culture, the roles that society plays, and societal behavior and its custom tradition and
value. Therefore, culture needs should be highly assessed because it is a key factor which may
influence the consumer behavior.
Along with this, Holmes et al. (2013) stated that sub-culture us the set of individual who
contributes the same customs, values, and traditions. Hence, thecompany should focus on the
religions, nation, racial group, and set of individual who belongs to the same geographic area as
it would be beneficial to positively influence the consumer behavior.Moreover, it is analyzed that
society can also be called social class. The company should focus on thesocial class which can
be targeted as generally purchasing pattern of society is quite similar to other people. It should

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also not only focuses on the income of people but also focuses on the social class or group of
consumers.
In contrast to this,Severi et al. (2014) stated that there are different social factors which may
affect the consumer behavior. Under the social factors, reference group has great potential to
influence the consumer behavior. Its impact could be different from one product and brand to
another. This group entails the opinion of leader. Along with this, the attitude of theconsumeris
not only impacted by the personalities and motivations but also influenced by families and their
members who have two or more people together due to blood relationship and marriage.
Along with this, Fetscherin et al. (2014) demonstrated that people who belong to thediverse
organization, club members and group and family play avital role to maintain status. These
functions can influence the consumer behavior as customer thinks to spend accordingly. Personal
factors can also affect the behavior of theconsumer. There isa number of personal subfactors
which may affect the consumer behaviors. In this way, it is evaluated that age of customers and
his life cycle is two significant sub-factors in personal factor. According to their age and life
cycle, customers purchasing decision and motive of purchase changes. Therefore, it can be stated
that this phase does not influence the consumer behavior.
In the view of Lucassen and Jansen (2014), theoccupation of a customer has animpact on the
products buying decision of theconsumer. The occupation group has more than average interest
to buy different products and services which is offered by thecompany. Hence, it can be
suggested that company should produce the separate products in thecontext of adifferent
occupational set of individuals.
In opposed to this, Strauss (2016)stated that financial and economic condition has animpact on
the consumer buying behavior. Since,each product has bought and sold by using the money. In

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case, theeconomic condition of a customer is not good or constant then it will impact on the
purchasing power. In case, theconsumer is suffering from losses then it will definitely impact on
the purchasing decision of consumers.
In support of this, Winer and Neslin (2014) stated that people belong from different sub-cultures,
cultures, social class, different living styles, and occupation. In this way, it can be stated that
lifestyle can influence the opinions, interest, and activities of customers. There are certain
lifestyles which may affect the consumer purchasing behavior. It is also stated that each
individual has adistinct personality as their distinctiveness of personality and physiology may
affect the consumer buying decision. Therefore, purchase of products and services may differ
from person to person.
Shukla (2014) stated that psychological factor may affect the consumer behavior. In this way,
motivation is akey factor which activates the needs and requirement of consumers. Motivation is
effective to meet the inside desires and wants of customers. It is also beneficial to explain the
needs and goals of customers. Motivation directs and leads the customers with respect to specific
goals. These goals can be associated with psychological requirements, social needs; security
needs, self-actualization needs, and esteem needs.
In support of this,Verhoef et al. (2015) evaluated that perception is observing the people and
circumstances around the world and then taking the feasible decision. Each individual perceives
the globe and circumstances distinctly. The decision-makingcapabilities, as well as competencies
of each person, are different hence they perceive differently to the situation. Therefore,
thecompany should focus on theperception of consumers to influence the behavior of consumers.
Lu et al. (2014) exhibited that learning and experience is a key factor which is used by customers
to buy the products and services. Learning is the research regarding products and services before

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taking the consumer buying decision. Learning and self-understanding could be created through
online and groups. Furthermore, it can be stated that experience is taking a message from earlier
practices about products and services. Thus, learning and experience both play avital role to
influence the behavior of consumers as it can affect the purchasing decision.
In contrast to this, Han andYoon (2015) stated that attitude is a positive and adverse emotional
situation and feelings of consumers. It is atendency to react towards certain behavior and actions.
In this way, people have positive belief about the products due to its specification. Thus, it can be
opined that beliefs and attitude are significant and should be emphasized by thecompany to
understand the consumer behavior.
As per the Armstrong et al. (2014), effective design of web page can affect the online buying
decision of consumers. It is stated that homepage presentation is a key predecessor which can
affect the customer satisfaction. The other predecessors are technological distinctiveness, product
and information characteristics and logic support. It could be also aneffective factor to provide
thehigh extent of customer satisfaction.
Brettel et al. (2015) stated that commercial web page is a key factor which may affect the
consumer buying behavior. Furthermore, high daily hit-rate is powerfully persuaded by a number
of updates on websites. The company should make a large number of links to other websites as it
would be beneficial to attract visitors. A corporation can also offer feedback section for its
customer as it will lead to generating more revenues.
How digital is Changing Consumer Behavior
According to ShahinSharifi and Rahim Esfidani (2014), the digital age has continued to change
the social trends which lead to directly influence the consumer demands and behaviors. The
transformation in consumer behavior could be hard to recognize but brands should be as per

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customer’s need. Further, thecompany should need to change and adapt the services of customers
accordingly. The digital consumer is key perspective to unsettle existing rivalry and new entrants
in any industry. The dynamic consumer buying behavior can discourage the brands and
demonstrates different challenges like anincrease in unfavorable publicity. There is a different
opportunity that contains risk such as theopportunity to engage the customers who are
demonstrating the overall brand value of products or services rather than seeing theprice tag.
In opposed to this, De Mooij (2015) determined that customers compare all brands they consume
rather than comparing with other brands. There is no matter the industry or project. Consumers
not only compare the products but also compare the different elements of the products like
quality, service and overall customer satisfaction. Brands should not focus on their direct
competitors however, it can emphasize on how they could be better as compared to leading
brands. In modern business practices, fashion brands can merge with supermarket chains and
insurance corporations. In this way, thebrand should offer fantastic facility and meet the
predetermined standards.
In the view ofSotiriadis and Van Zyl (2013), digital media is aneasier way for the customers to
complain regarding bad facilities. It is complex for brands to meet the needs and requirements of
customers. In addition, customer focuses on the ease of service as digital media is
aneffectiveplatform for them. Customers can also complain about digital media and share their
good or bad experience. The companyshould accept the facts that consumers have no tolerance
power regarding the products hence it should act in accordance with customers to retain them.
In opposed to this, Kent et al. (2018) stated that customers have the competencies to destroy and
create the brands through social media. At the same time, word of mouth is also akey strategy to
influence the customers. Customers also reflected by the views of family and friends, however,

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in thecurrent scenario, customers take support with social media such as likes and testimonials.
Brand reputation can fall and improve overnight by customers as it is depending on the
interaction with customers.
As per the view of Wedel and Kannan (2016), customers want worth for paying the goods and
services as they easily not accepting the cheap products and services. At the same time,
customers do not easily accept the poor standard regarding customer service and overpricing.
Customers should think in the perspective of customers because customers can freely switch to
other brands. This could be also beneficial to create loyalty among customers. It is also analyzed
that customers demand more of superior products or services and also happy to pay for it.
In contrast to this,Montaguti et al. (2015) opined that customers do not want to use tradition
information medium as they have used hence they make alink with others on different digital
based channels. Therefore, thecompany should focus on displaying the information of their
brands on digital channels and try to converse with customers. They can also response personally
with respect to comment and opinion of customers. It is complex for certain brands to run with
digital development. It is also unable tomake conversation with customers and endorses their
products through thedigital channel.
Determine consumer buying attitudes towards other consumer feedback from online
As per the view ofCharlesworth (2014), consumers are analternative internet based search for
atraditional method of searching data in which communications with stranger exists. The eWOM
network is used by thecompany to reach the bulk of customer. It is also cost-effective and builds
the multiple communication capabilities within an organization. Marketers and companies have
control on the communication medium and messages which will be transferred to consumers.

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In support of this, Labrecque et al. (2013), it is most powerful, critical and assertive tool for
thecompany as it takes control of the data regarding brands, products, and corporations.
Customers create values for themselves as they are direct stakeholders. The customer review
about products and services is more reliable as compared to other gathered information from
themarket. The dynamic behavior of consumers may affect the business environment. This can
be threats to the companies or provide the opportunities for it. For avoiding the threats to
revenue, companies are liable to build monitoring capacities and prompt reacting in diverse
review ways.
Conceptual Framework
In the view of Moser (2015), the daily shopping may lead the company to extend the things. For
example, cut down thecost of products and services, and thefree halting spot is scrutinizing to
extent of products and services. The non-aiding goals are more associated with social quality like
thebrand name of the store. The standard shopping is demonstrating the customer’s behavior to
purchase the necessities goods and services. The online web publication has more than five
magnificent rationales of conspiracy. The first rationale defines that both little and wide
companies can run their business with minimum cost. The second rationale is that there will be
no need of authorizing the limit and advancing the space, in contrast, to print and convey media.
The third rationale is site can accessby anyone from anywhere in the world as shopping
experience tendto be feasible rapidly and delicately.
Hypotheses Definition
The researcherhas used two hypothesesto get emphasize on theimpact of digital marketing on
consumer behavior. Followings are thehypothesis of this research:

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Hypotheses (H1): The digital marketing will positively build the trust among consumers towards
the products and services
Hypotheses (H2): The digital marketing will build the liaison between customers and companies
Summary
From the above discussion, it can be concluded that digital marketing has apositive impact on the
consumer buying behavior. It is also summarized that there are different factors which may
affect the consumer buying behavior such as social, cultural, behavioral and psychological
factors. It can be also concluded that digital marketing can make alteration during thepurchasing
decision. It is also evaluated that there is adifferent strategy that can be used by a company to
motivate the consumer buying decision.

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Chapter 3: Research Methodology
Introduction
This chapter facilitates the depth knowledge regarding techniques, methods, and tool to do the
research in a methodological manner. This is beneficial for theresearcher to get support with
respect to gathering facts and figures from different respondents and sources for complete the
research project in a specified time period. Research methodology is amethodological assessment
of different method that is particularly implementing in research areas. This research entails the
research approaches, philosophies, strategies, purpose as well as data gathering techniques.
These techniques are beneficial to gather required data to accomplish the research aims and
objectives (Cummins, et al., 2014). This chapter entails a feasible approaches, strategies, and
design for the research with comprehensible justification.
Research Onion Framework
The research methodology chapter involves different methods, strategies, and approaches that
are used by a researcher to pool the correct data for completing the objectives of research in an
effective way. Further, research onion framework is used by a researcher to generate in-depth
knowledge regarding techniques and modes of research. This framework is also established by
Saunders to create the precise comprehension of research tools (Constantinides, 2014). As a
result, it is significant to enhance the research quality in areliable and valid way.
Figure 1: Research Onion Framework

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(Source: Hutter, et al. 2013).
As per the above chart, it can be stated that research is implemented research onion framework
due to thesupportivematerial assessing feasible modes and tools. It also develops comprehension
associated with research tools and techniques in a methodological manner. The research can be
conducted in thefollowing manner by using the onion structure:
Research Philosophy
In thedissertation, research philosophy creates the knowledge and understanding of researcher
regarding research problem. The choice of feasible research philosophy instructs the research to
address the methods of gathering, analyzing and using research process. Research philosophy
can be classified into different parts such as interpretivism, positivism, and realism research
philosophy. In such way, positivism philosophy develops the factual understanding on the basis
of statistical information and data. In contrast to this, realism philosophy highly relies on reality,
and belief of human which is existed in the atmosphere (Hutter, et al. 2013).Besides this,
interpretivism philosophy aids the researcher to build depth knowledge regarding research
problems. In this way, a researcher gathers perception and opinion of respondents.

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For conducting this research, positivism philosophy is used by researcher due to generating the
hypothesis. This philosophy offers the highly structured methodology such as generating
ahypothesis, proving and evaluating the result as per generalization. It also aided the researcher
to reach valid conclusion associated with theimpact of digital marketing on consumer behavior
(Cao and Li, 2015). In opposition to this, both realism and interpretivism research philosophy is
not be used by researcher because it allows the researcher to access the perception and opinion of
respondents.
Research Approach
In this dissertation, the appropriate choice of research approach is significant to validate the
chosen research method and designs. This approach also allows the researcher to demonstrate the
information in a methodological manner. There are different kinds of research approaches like
inductive and deductive approach which allows the researcher to rationalize the implementation
of specific data gathering and analyzing technique for research (Inversini, and Masiero, 2014).
Thus, it is significant for researchers to obtain depth understanding and practices regarding these
techniques in a dissertation. Deductive approach is feasible due to its relevancy with positivism
philosophy whereas inductive approach is appropriate due to its relevancy with interpretivism
research philosophy. Thus, the deductive approachis used to develop the hypothesis associated
with research problem via using the different theories. However, the inductive approach depicts
the resilience because there is no need to build hypothesis associated with theresearch topic.
For this dissertation, adeductive approach is used over inductive approach because this approach
allows the research to increase objective understanding regarding research problem. Thus, it
facilitates the researcher to improve the validity and reliability of research outcomes. Along with
this, it is effective to develop the hypothesis to respond the research questions (Kim and Lennon,

DISSERTATION 27
2013). In contrast to this, inductive approach is not beused by the researcher because there is no
need to make theories regarding research issues.
Research Design
It is another part of research methodology which is significant to accomplish the research
objectives in a comprehensible manner. There are different techniques which can be used by a
researcher to complete the research. These methods are quantitative, qualitative and missed
research methods. Qualitative research design is based on subjective nature and builds the
understanding of researcher in detail. It also relies on the views, languages, and beliefs.
Qualitative research is a wider mechanical strategy that incorporates different research
techniques (Wolny and Mueller, 2013). The key purpose of qualitative research can be differed
due to disciplinary backgrounds like psychologist seeks to collect depth knowledge of consumer
attitudes and the cause that affects such behavior. This method also assessed the how and why of
decision making instead of going on where, when, what and who. It is astrong point in terms of
assessing consumer buying behavior and understanding digital marketing strategy. This research
is effective for amarket researcher, social researcher, and company. Along with this, qualitative
research design entails different ways like questionnaire, interview, focus group and observations
(Amos, et. al., 2014).
In this way, it can be stated that participant’sobservation is significant for pooling information as
per the naturally occurring responses of consumers in their usual situation. Along with this,
thein-depth interview could be best possible alternatives for pooling the personal perspectives,
experiences, and histories of individual especially, when sensitive information is being explored.
It is analyzed that focus group is effective to demonstrate the data on the basis of cultural norms

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of a set of people and creating awider outline of research issue about subcultural and cultural
groups (Schramm-Klein, et. al., 2015).
In contrast to this, quantitative research design entails the level of proceedings as per the facts
and figures. Under this designing tool, the question is start with how often, and how many. It is a
scientific model to resolve the complicated data. As well as, mixed research design is aneffective
mode for theresearcher as it entails the characteristics of both quantitative and qualitative
research design (Akbar and James, 2014).
Quantitative research is a methodological empirical research of pooled phenomena. It is
demonstrated through mathematical, computational and statistical manner. The key objectives of
thequantitative research are to develop and employ methodological theories, model and
associated with research issues. The procedure of assessment is vital for conducting quantitative
research as it facilitates the fundamental link amid mathematical appearance and empirical
observation of quantitative associations. Further, quantitative information is any facts that are in
a numerical way like percentage and statistics. The researcher assesses the data by using
statistics and anticipates the numbers (Adomavicius, et al., 2015). It is also beneficial to obtain
anunbiased outcome that could be comprehensive to thelarger population. The main aim of
obtaining quantitative researcher is to assess the association amid independent variable and
dependable variable within a population. This research design could be described and
experimental. A descriptive study develops only relationships between variables along with
experimental research define the causality (Bakshi, and Gupta, 2013).
For this research, mix research design is chosen by theresearcher to complete the research in a
specified time period. Since, this research design incorporates the characteristics of both
qualitative and quantitative. In this way, quantitative research design is effective to determine the

DISSERTATION 29
responses of respondents. Along with this, qualitative research design is beneficial to assess the
relationship between digital marketing and consumer behavior. This research design also
facilitates the researcher to avoid the barriers and limitation of research that arose at the time of
research (Roggeveen, et. al., 2016). Since, this design is relied upon framing theoretical concept
as well as increases the practical knowledge regarding theimpact of digital marketing on
consumer behavior.
Research Strategy
The research strategy is a methodological way of gathering data which make sure the existence
of facts as well as figures to attain the research objectives. This research methodology aids the
researcher to assess the research issue appropriately. It permits the researcher to identify the
certain data gathering ways to obtain the reliable and valid outcome. There are different
strategies which could be used by theresearcher to complete the research in an effective way.
These are experiments, context, literature review, survey, grounded theory, and cross-sectional
studies.
For this dissertation, aliterature review is used by a researcher because it demonstrated the view
of different authors regarding the impact of digital marketing on consumer behavior (Fang, et al.,
2015). The impact of digital marketing on consumer behavior incorporates the different concepts
and logic that are beneficial to obtain the accurate outcomes. This strategy also facilitated the
researcher to assess each concept regarding research issue. It is beneficial to get the positive
research outcome. Moreover, literature review strategy enables the researcher to analyze the
impact of impact of digital marketing over the consumer behavior. This strategy also relies on
exploratory nature as it allows the researcher to improve the digital marketing strategies to
persuade the customers towards their brands (Plotkina, and Munzel, 2016).

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Under this research, survey through questionnaire is practiced by theresearcher for gathering the
opinion and views of research respondents about the impact of digital marketing on consumer
behavior. Online Monkey Survey method is beneficial for theresearcher to gather the information
as it aids to decline the unfairness in work and improves research quality by gathering feasible
information. Although, online money survey is time and cost consuming yet it provides more
feasible results and allows the researcher to improve the authenticity of research outcomes
(Kusumawati, et. al., 2014).
Along with this, there are different sources of data gathering like journals, articles, books,
internet, and report of acorporation which could be exercised by a researcher to develop a
comprehensive understanding regarding research issues. These sources are also significant to
save the time and expenses of gathering the required facts and figures relevant to the research
issue. However, online monkey survey method is significant to information gathering despite the
time and cost consuming as it offers feasible and comprehensible result to the researcher
(Perreault Jr, et. al., 2013).
Data Collection Method
Under the research study, data gathering process is defined as pooling the data in a
methodological manner from different sources to accomplish the goals and objectives of
theresearch. The feasible data gathering process allows the researchers to build understanding
regarding research topic. It is beneficial to reach the conclusion with respect to research issues.
There is acertain method of pooling the information such as primary and secondary. In this
manner, primary data is a fresh data which is gathered first time by theresearcher. There are
different sources of gathering the primary data named group discussion, action research,
interview, survey, questionnaire, and case study (Davis, et. al., 2014).

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In contrast to this, secondary information can also be gathered through other agencies and
researchers to accomplish the research objective. Secondary data is published information that
can be straightforwardly accessed through researcher to accomplish the research aim and
objectives. The secondary data gathering techniques entail different sources like websites,
journals, governmental reports, books, newspapers, articles, and magazines (Singh, et. al., 2014).
For conducting the dissertation on theimpact of digital marketing on consumer behavior, both
data collection method is used by theresearcher. In this case, primary data technique is beneficial
to develop a direct communication with the people and to get the beliefs regarding research
topic. In opposed to this, the secondary data gathering technique is beneficial to create depth and
theoretical knowledge regarding research problem. Because, this method allows the researcher to
gather the information from several sources like journals, books, websites, and articles. Hence, it
is effective to enhance the validity and accuracy of theresult of research (Drechsler, et. al., 2017).
Under the primary data gathering techniques, online monkey survey is used by theresearcher to
pool the reliable and valid data. This method aids the researcher to pool the views of chosen
respondents regarding the impact of digital marketing.
Sampling Method
Sampling strategy is defined as the selecting the feasible respondents for the dissertation to
response the research questionnaire. Thus, it is beneficial to meet the research objectives in a
comprehensible manner. Sampling can be defined as a particular principle which is implemented
to choose respondents of thepopulation for the research study. It is analyzed that collecting
interest of large population directing is complex hence statistical sampling is used to collect
samples from larger populations. It is also evaluated that researcher have no choice due to
thelarger size of targeted population (Khare, 2015).However, astudy on a number of cases within

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the population depicts the whole population situation and to reach the specific conclusion
regarding population.
There are different kinds of sampling strategies like non-probability and probability sampling
strategy. These techniques aid the researcher to choose the feasible observation from adifferent
population. Under this, probability sampling strategy is a sampling method which is
implemented in terms of using random sampling techniques. Under this sampling method, each
individual has equal opportunities to respond the answer. In this sampling, each member of
thepopulation has a known and non-zero possibility of participating in the research study
(Hudson, and Hudson, 2013).
Along with this, randomization and chance is the center of probability sampling methods. In
contrast to this, non-probability sampling strategy is another sampling technique in which
participants have selected on the basis of skills, and convenience of theresearcher. Non-
probability sampling is also called non-random sampling in which all members do not have equal
chances to make respond in the research study. It is contrary to probability sampling methods.
Since, in acertain research study, random probability sampling is not required due to time and
cost constraints. In this situation, sample group members have selected as per the personal
judgment and accessibility of the researcher. Hence, the majority of non-probability sampling
techniques entail an element of subjective decision (Fulgoni, 2015). Thus, non-probability
sampling is beneficial for anexploratorystudy of apilot survey. Although, there is anissue
associated with sample size in non-probability sampling, it broadly reflects on research-specific
factors in each situation.
For this dissertation, probability sampling strategies with simple random sampling technique
areused by theresearcher to choose the respondents for online monkey survey. Simple random

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sampling is also called random sampling which is purest and uncomplicated probability sampling
technique. It is asignificant technique for selecting a sample of populations due to different
intentions. Under the simple random sampling technique, each member of thepopulation is
equally likely to be selected as acomponent of thesample (Akbar, and James, 2014). The
rationale behind simple random sampling is that it removes biases from theselection process and
result in delegate samples. For applying the simple random sampling, size of more than hundred
populations is required for research. Therefore, 200 customers are selected by aresearcher from
thedifferent geographical location of Australia such as Melbourne, Brisbane, and Sydney. This is
beneficial to get the opinion and views of respondents associated with research issues (Mooney,
and Slobodian, 2016).
Ethical Consideration
Under this research study, ethics means completing the each and every task of research in an
ethical way. In this way, theresearcher should follow the guidelines of theuniversity and maintain
the privacy of respondents. It also aids the researcher to conduct the ethical practices to meet the
research objectives methodologically. The researcher has faced different ethical barriers like
breaches of thecopyright act, plagiarism, and distribution of data with respect to thesecondary
collection of information.These issues should be avoided by the researcher to offer the credit to
the authors in terms of references and giving in-text in each paragraph (Ryan, 2016).
In contrast to this, theresearcher has practiced the specific languages to interpret the gathered
information. As a result, it would be beneficial to avoid the similarities. The researcher has taken
theprevious appointment from chosen respondents in order to gather primary information
regarding research problem. By using this, researcher enables to gather the information from the
respondents in depth. It aided the researcher to keep the reliability of facts and figures (Leeflang,

DISSERTATION 34
et. al., 2014). The researcher has also created the policies to keep confidentiality of respondents
and to ensure them that their personal data will not be shared during and after completing the
research. It is also stated that ethical consideration is a significant aspect of research that is used
by theresearcher to enhance the validity and reliability of research and its results. Since, there are
chances of occurring ethical problem regarding secrecy of research facts and figures, plagiarism
and data of participants (Chaffey, et. al., 2013).
To avoid the ethical issues, theresearcher has used secondary data from several resources like
books, articles, websites, and journals. These sources are practiced by aresearcher in context of
references and in-text. These resources are cited carefully as it is beneficial to eliminate the
copyrighting issues. It could be also effective to avoid the plagiarism and manipulation of
information. Along with this, theresearcher has written this research report in their own
languages with appropriate in-texting as it enhances the quality of research outcome (Tiago, et.
al., 2014).
The following things are considered in research ethics:
3.7.1. Informed consent
Participants are free to understand the research purpose before participating. It is considered by a
researcher to eliminate deceits. Further, on the first page of thequestionnaire, researcher educates
the respondents regarding the research aim and objectives. It makes aware the respondents that
researcher is to be done with academic purpose. The respondents were sure that the information
they deliver will only serve as the key information set for the research purpose (Royle, and
Laing, 2014).
3.7.2. Confidentiality

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For obtaining authentic responses from respondents, they were advised to fill the names of
participants in the questionnaire. But, the participants were sure that they would not be
recognized for their response because researcher makes confidentiality of pooled data (Stone and
Woodcock, 2014).
3.7.3. Pressure
It is analyzed that researcher was not pressurized because researcher takes consent earlier the
research. The researcher has not forced the participants and also not provided incentives for
attaining the research questionnaire within a specified time period. The researcher has
approached participants in a friendly way. But, research should ensure that physical relationship
does not affect the responses of participants (Järvinen and Karjaluoto, 2015).
Limitations
Followings are different research limitation that has created complexities to complete the
research:
Time constraint
The researcher has aspecific time period to conduct the cross-sectional study. Since,
theresearcher has to attend the classes and completes the almost 2 to 3-coursework during the
research period. This factor also shows that researcher has delayed gathering the information
regarding research (Wilson, et. al., 2012).
Fund
The researcher was adequate by finance since the researcher is a research scholar with low
income hence they do not have anadequate amount to spend on travel in different areas
ofMalaysia as well as conduct online money survey to pool the views from hundreds of
respondents about research issue (Chaffey and Ellis-Chadwick, 2012).

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Ethnocentrism
As an outsider in Malaysia, it was complex for theresearcher to obtain the responses from
Malaysian because some participants feel uncomfortable to communicate with outsiders, some
were felt unsecured along with they have observed that researcher has used rude or uncultured
practices (Fahy, and Jobber, 2012).
Data Analysis Method
After gathering the information, it is required for theresearcher to assess them to get the reliable
and valid result associated with aresearch problem. In this way, adifferent method of data
analysis is used by aresearcher named statistical analysis, content or thematic analysis, disclosure
and conversational analysis. It is beneficial to analysis the pooled data in a feasible manner
(Taken Smith, 2012).
For conducting this research, statistical data analysis is used by theresearcher. By using this, the
researcher is able to demonstrate the descriptive statistics of information such as regression
correlation, and cross-tabulation. It is also beneficial to interpret the reason behind the responses
of respondents. Along with this, a researcher has used both MS-excel and SPSS software to
demonstrate the data in thegraphical and tabular way. It is beneficial to build knowledge
regarding responses and findings of research issue (Lamberton and Stephen, 2016).
3.6.1. Software
IBM SPSS 20.0 version is selected by a researcher for statistical assessment as compared to
AMOS, and E-views. Since, SPSS is used to easily import the information and provides full
access to set of statistical analysis. It also facilitates elasticpivot tables which are straightforward
for working and analyzing frequencies (East, et. al., 2016). Cesareo and Pastore (2014)

DISSERTATION 37
It also provides descriptive statistics with effortlessness and demonstrates the facts by various
charts and graph mechanically. This tool is beneficial to save time and gain the reliability and
validity in outcomes. It also supports to build comprehension of statistical outcome.
3.6.2. Outputs
This tool is used to pool the fair data from targeted population regarding impact of digital
marketing on consumer buying behavior. This research was conducted through developing
different questionnaire. The given test is performed by a researcher:
3.6.2.1. Descriptive Analysis
Descriptive analysis is defined as a group of statistical coefficient which concludes a specified
data set. It demonstrates the facts regarding entire population and samples. The determination is
exercised to discuss the data set which assesses the central tendency, dispersion and variation.
The sample regarding this research is managed by a researcher and reviewing through
descriptive statistics. Furthermore, responses of respondents are summarized via measuring the
standard deviation of gathered data.
3.6.2.2. Reliability and Validity
Reliability shows the extent of reliability and consistency in dimension. Therefore, to measure
the reliability of this research, inter-item correlation and Cronbach's Alpha is used. In this way,
Cronbach's Alpha assesses the internal consistency amid items and it is an appropriate parameter
to measure the internal reliability of a scale. The Cronbach's Alpha measures through scale in
which 0 is denoted as no internal reliability and 1 is denoted as higher internal reliability, 0.70
depicts the acceptable for new resources and 1 is entailed as perfect correlation. Along with this,
inter-item correlation demonstrates the extent at which items are correlated with each other. For
the same subscale of items, inter-item correlation comes amid 0.30 to 0.70. In contrast to this,

DISSERTATION 38
below 0.30 ranges depicts the little similarity with the fundamental construct. Further, higher
than 0.70 shows the over-redundancy.
3.6.2.3. Normality
Normality is a numerical assessment which assesses the allocation of information. This study
uses kurtosis statistics and skewness for measuring the peakedness (kurtosis) and symmetry
(skewness) of data allocation.
3.6.2.4. Regression
Regression analysis is a theoretical technique for assessing the functional association between
variables. With the intention of research, multi-linear regression is used to test and estimate the
causal effects between variables. For this, researcher is used statistical data to get reliable and
valid outcome.
3.6.2.5. Correlation
Correlation analysis is exercised to assess the strength and degree at which two or more variables
are associated. There are large numbers of statistical techniques which can be used to measure
the correlation coefficient such as Kendall’s Tau, Spearman’s Rho and Pearson’s product-
moment. But, for the purpose of this study, Pearson’s correlation is a bivariate statistic which
measures how strongly two variables are associated with one another.
Conclusion of RM
As per the above interpretation, it can be concluded that adequate determination of research
methodology authorizes the researcher to meet the research aim and objectives. Researcher uses
approaches, philosophies, design, strategies, and data collection associated with theimpact of
digital marketing on consumer buying behavior. It also aids the researcher to collect the adequate

DISSERTATION 39
data about the best digital marketing strategy. It can be summarized that researcher can enable to
conduct the research in an ethical and substantial manner.
Chapter Four: Data Analysis
4.1 Introduction
In this chapter critical analysis of the data will be computed from the data obtained by the
responses of the respondents. As a result, the statistical mean, multicollinearity, frequency
analysis, standard deviations, correlation and regression analysis will be conducted from the data
collected from the respondents.
4.2 Demographic Profile of the Respondents
In order to run the data analysis, at first the demographic factor of the respondents is to be
assessed. The demographic factors include the age, gender, educational qualification, occupation
and the income level of the respondents. According to the analysis from the data of 300
respondents, it can be seen that the data has been collected almost in equal proportion from all
the age groups. The proportion of respondents from the age groups is quite close to each other.
The highest proportion comes from people who are of the age 49 years or even older. 22 percent
of the respondents belong to the age group of 49 years or older. The second highest proportion of
respondents belongs to the age group of 29 to 39 years. 20 percent of the total number of
respondents belongs to that group. 19.7 percent of the respondents belong to each of the age
groups of 17 years or even younger and also to the age group of 18-29 years. Finally, 18.7
percent of the respondents belong to the age group of 39-49 years. This is shown graphically
with the help of a pie chart in figure 4.1.
Table 4.1: Number of respondents of each of the Demographic Factors
Age Gender Education Occupation Income
N Valid 300 300 300 300 300
Missing 0 0 0 0 0
Table 4.2: Frequency table for Age

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Frequency Percent Valid Percent Cumulative Percent
Valid
17 or younger 59 19.7 19.7 19.7
18-29 59 19.7 19.7 39.3
29-39 60 20.0 20.0 59.3
39-49 56 18.7 18.7 78.0
49 or older 66 22.0 22.0 100.0
Total 300 100.0 100.0
Figure 4.1: Pie chart showing the proportion of respondents in different age groups
The second demographic factor that has been considered is the gender of the respondents.
It can be seen clearly from figure 4.2 that the numbers of female respondents are higher than the
number of male respondents. Out of the 300 responses collected, 54.7 percent of the responses
came from female respondents and 45.3 percent of the responses came from the ale respondents.
Table 4.3: Frequency table for Gender
Frequency Percent Valid Percent Cumulative Percent
Valid Masculine 136 45.3 45.3 45.3
Feminine 164 54.7 54.7 100.0

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Total 300 100.0 100.0
Figure 4.2: Pie chart showing the proportion of respondents in different gender
The third demographic factor that has been discussed is the educational qualification of
the respondents. Most of the respondents whose responses have been recorded are graduate
followed by postgraduate and then others. The least number of responses have been recorded
from the undergraduate students. Out of the 300 collected responses, it has been seen that 87 of
the have completed till graduation, 80 of them are postgraduate students, 60 of them are
undergraduate and 73 of the have pursued some other educational degree or diploma.
Table 4.4: Frequency table for Education
Frequency Percent Valid Percent Cumulative Percent
Valid Undergraduate 60 20.0 20.0 20.0

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Graduate 87 29.0 29.0 49.0
Postgraduate 80 26.7 26.7 75.7
Others 73 24.3 24.3 100.0
Total 300 100.0 100.0
Figure 4.2: Bar chart showing the educational qualifications of the number of respondents
The fourth demographic factor that has been discussed is the occupation of the
respondents. Most of the respondents whose responses have been recorded are retired followed
by self-employed and housewives. The proportion of retired persons in the sample are 24 percent
followed by 20.7 percent of self-employed people and 20 percent of housewives. Students
comprise 19 percent of the sample and the least proportion of people included in the sample are
the professionals who comprise of 49 percent of the sample. The impact of digital marketing has

DISSERTATION 43
affected people from all types of occupations and thus. The responses from each of the
respondents are equally helpful.
Table 4.4: Frequency table for Occupation of the respondents
Frequency Percent Valid Percent Cumulative Percent
Valid
Student 57 19.0 19.0 19.0
Professional 49 16.3 16.3 35.3
Self-Employ 62 20.7 20.7 56.0
Housewife 60 20.0 20.0 76.0
Retired 72 24.0 24.0 100.0
Total 300 100.0 100.0
Figure 4.3: Pie chart showing the occupation of the number of respondents
The fifth demographic factor that has been discussed is the income of the respondents.
Most of the respondents whose responses have been recorded earns around 3000 – 5000 dollars a
month, followed by the earnings of 1000 – 3000 dollars and then 8000 – 10,000 dollars. The
proportion of persons in the sample who earn around 3000 – 5000 dollars are 22.3 percent
followed by 21.3 percent of people earning between 1000 – 3000 dollars and 20 percent of

DISSERTATION 44
people earning between 8000 – 10000 dollars. People earning above 10000 dollars comprise
almost 18.3 percent of the sample. The least proportion of people included in the sample are the
people earning between 5000 – 8000 dollars who comprise of 18 percent of the sample. The
impact of digital marketing has affected people from all types of income groups and thus,the
responses from each of the respondents are equally useful.
Table 4.5: Frequency table for Income of the respondents
Frequency Percent Valid Percent Cumulative Percent
Valid
100-3000 64 21.3 21.3 21.3
3000-5000 67 22.3 22.3 43.7
5000-8000 54 18.0 18.0 61.7
8000-10000 60 20.0 20.0 81.7
10000 and above 55 18.3 18.3 100.0
Total 300 100.0 100.0
Figure 4.4: Pie chart showing the Income of the number of respondents

DISSERTATION 45
4.3 Reliability and Validity
It has been known from previous studies that a questionnaire that has been prepared
freshly and not used in any studies before the present study is always considered as invalid.
Thus, it is important to run a reliability and validity test in order to test the validity of the
questionnaire prepared. The questions provided in this questionnaire has been extracted from
previous studies but all the questions were not extracted from one particular study. A lot of
studies were consulted to make this questionnaire. Thus, this questionnaire will be regarded as a
newly developed questionnaire and thus, reliability and validity test has to be conducted.
A reliable questionnaire gives us the idea of how much accurate our data is going to be. If
a measuring instrument or a questionnaire is perfectly reliable then it would have a perfect
positive correlation. We theorize the measurement with the help of random errors. Some of our
measurements have errors that make them lower than the true score. But others have the error
which increase the true score. Therefore, random error will not affect the mean of measurement
but it will increase the variance. Reliability is the proportion of variance in the measurement
scores that is due to the differences in the true scores due to the random errors. Validity is the
measure of manipulation. It measures the difference between real scenarios and the data which is
coming up with the help of some manipulation.
It may be expensive or inconvenient to administer a test twice. Also, practical effects or
other changes between time 1 and time 2 might invalidate test-retest estimation and alternate
approach is to correlate scores on one random half of the items on the test with scores of other
halves. This is like computing an alternate form estimate of reliability after producing two
alternate halves from a single test.
A problem with the split-half method is that the reliability estimate obtained using one
pair of random halves is likely to differ from the other half. One solution of this problem is to the
Spearman-Brown corrected split half reliability coefficient for every one of the possible split
halves and then find the mean of these coefficients. This mean is known as the Cronbach’s alpha.
However, for the purpose of this research, Cronbach’s alpha will be employed because it
is the most popular method for measuring internal consistency reliability of a group of items.
Cronbach’s alpha coefficient is a correlation coefficient that produces value ranging from zero to

DISSERTATION 46
one. Cronbach’s alpha values will be high when the correlations between the respective questionnaire
items are high. In social science, values at or above 0.7 are desirable but values well above 0.9 may
not be desirable as the scale is likely to be too narrow in focus. However, when the Cronbach’s alpha
coefficient is equal to or greater than 0.9, then the survey is considered excellent, greater than 0.8 is
good, greater than 0.7 is acceptable, greater than 0.6 is questionable, greater 0.5 is Poor, and less than
0.5 is Unacceptable.
Thus, from table 4.6, it can be seen that the questionnaire with 17 questions has the value of
Cronbach’s alpha statistic as 0.810 which is higher than 0.7. This indicates that the consistency
between the questions is quite high and the correlations between the questions are also high. Thus, it
can be said that the questionnaire selected for this study is quite reliable and can be accepted for the
research purpose.
Table 4.6: Reliability Statistics
Cronbach's Alpha N of Items
.810 17
Source: SPSS Generated
Again, table 4.7 shows the Cronbach’s Alpha statistics for the dependent and the independent
variables that has been considered in this research. The independent variable here is Digital
marketing which has a reliability statistic of 0.7. On the other hand, the dependent variables such as
purchasing behavior has a reliability statistic of 0.839, consumer attitude has a reliability statistic of
0.156 and innovation ideas has a reliability of 0.857. Thus, the variables can be considered suitable
for the research purpose.
Table 4.7: Reliability Statistics for Each Variable
Variables Number of Items Cronbach’s Alpha
Purchasing Behavior 4 0.839
Consumer Attitude 4 0.156
Digital Marketing 5 0.700
Innovation of Ideas 4 0.857
Source: SPSS Generated

DISSERTATION 47
4.4 Sample Adequacy
A larger sample size has to be considered in order to receive more appropriate estimates of the
population. Thus, it can be said the sample size is not a sufficient indicator of sample adequacy.
Some studies have described that the communalities pay a much more importance in sample size.
They have also established that if the communalities are higher than 0.5, a smaller sample size do
not affect the estimates. Here, all the communalities are more than 0.5 except consumer attitude.
Thus, a sample size of 300 has been considered less than which is considered as a small sample.
Table 4.8: Communalities
Initial Extraction
Purchasing_Behavior 1.000 .802
Consumer_Attitude 1.000 .009
Digital_Marketing 1.000 .617
Innovation_of_Ideas 1.000 .778
Extraction Method: Principal Component Analysis.
Source: SPSS Generated
Another measure to test sample adequacy is the Kaiser-Meyer-Olkin (KMO) test. The
KMO measure is used to assess the adequacy of the sample for an entire matrix. Correlations and
partial correlations are used to estimate the sample adequacy using this measure. The value of the
KMO measure as observed from table 4.9 is higher than 0.6. Thus, the sample size is acceptable
for this test. This also indicates that the factor analysis is satisfactory and can be proceeded with.
Table 4.9: KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .677
Bartlett's Test of Sphericity
Approx. Chi-Square 348.423
df 6
Sig. .000
Source: SPSS Generated
The Bartlett’s test of Sphericity indicates the relationship between the variables
considered here. Factor analysis will be proceeded with only if there is relationship between the
variables. The significance value in this case is found to be 0.000 (Table 4.9) which is less than
the 95 percent level of significance (0.05). Thus, there is relationship between the variables.

DISSERTATION 48
4.5 Multicollinearity
The phenomenon in which there is a dependence between the independent variables
considered to predict a variable in a multiple regression model is known as multicollinearity. In
the presence of multicollinearity, small changes in the predictor variables will result in a massive
change in the predicted variable (Dormann et al. 2013). Thus, with a higher level of
multicollinearity, the regression model becomes unstable. According to Becker et al. (2015), the
problem of multicollinearity arises only in sample data and not in the population. Thus, in this
study, to check for the presence of multicollinearity, variance inflation test (VIF) and Tolerance
test has been considered. If the VIF of a variable is higher than 10, the variable will be
considered to have multicollinearity and will be dropped from the study. Again by considering
the tolerance test, a tolerance value close to zero indicates multicollinearity and close to one
indicates less multicollinearity (Yoo et al. 2014). From table 4.10, it can be seen that the VIF
values are between 2.174 and 1.002. Thus, the problem of multicollinearity does not exist for this
model.
Table 4.10: Coefficients for Multicollinearity Test
Model Collinearity Statistics
Tolerance VIF
1
Purchasing_Behavior .460 2.172
Consumer_Attitude .998 1.002
Innovation_of_Ideas .460 2.174
a. Dependent Variable: Digital_Marketing
Source: SPSS Generated
4.6 Correlation Analysis
The relationship between two variables is expressed with the help of correlation analysis.
According to (Kenett et al. 2015), correlation is defined as the analysis of the covariation
between the two variables. The nature and strength of the relationship can also be estimated from
the correlation analysis. The value of the correlation coefficient higher than 0.7 indicates a strong
positive relationship and less than -0.7 indicates a strong negative relationship. The value of the
correlation coefficient lies between -1 and 1. The closer the value is towards zero, it indicates no
correlation (Cramér 2016).

DISSERTATION 49
From the correlation table given in table 4.11, it can be seen that digital marketing has a
moderately strong and positive correlation with purchasing behavior and innovation of ideas (r =
0.546 and 0.511 respectively). There is very little negative association or almost no association
between digital marketing and consumer attitude.
Table 4.11: Correlations
Purchasing_Beh
avior
Consumer_Attitu
de
Digital_Marketin
g
Innovation_of_Id
eas
Purchasing_Behavior
Pearson Correlation 1 -.029 .546** .735**
Sig. (2-tailed) .614 .000 .000
N 300 300 300 300
Consumer_Attitude
Pearson Correlation -.029 1 -.071 -.040
Sig. (2-tailed) .614 .222 .486
N 300 300 300 300
Digital_Marketing
Pearson Correlation .546** -.071 1 .511**
Sig. (2-tailed) .000 .222 .000
N 300 300 300 300
Innovation_of_Ideas
Pearson Correlation .735** -.040 .511** 1
Sig. (2-tailed) .000 .486 .000
N 300 300 300 300
**. Correlation is significant at the 0.01 level (2-tailed).
Source: SPSS Generated
4.7 Regression Analysis
Regression analysis is one of the most important techniques in statistics. This is used to
do predictions in some variables. With the help of the correlation analysis, the nature of the
association can be understood only. The prediction of the variables due to this association cannot
be obtained from correlation. Regression is required for this purpose. The nature of the
relationships can be understood with the help of regression analysis (Chatterjee and Hadi 2015).
Regression is widely used in statistics for the purpose of prediction because it provides a simple
method to establish a functional relationship between independent and dependent variables.
Table 4.12: Regression Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .572a .327 .321 .737
a. Predictors: (Constant), Innovation_of_Ideas, Consumer_Attitude, Purchasing_Behavior

DISSERTATION 50
Source: SPSS Generated
Table 4.12 shows the summary of the regression model. The R Square value shows that
32.7 percent of the variability in the dependent variable (digital marketing) can be explained by
the independent variables (purchasing behavior, consumer attitude and innovation of ideas).
Table 4.13: Regression Coefficientsa
Model Unstandardized Coefficients Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.702 .216 7.888 .000
Purchasing_Behavior .350 .066 .371 5.280 .000
Consumer_Attitude -.049 .047 -.050 -1.055 .293
Innovation_of_Ideas .217 .065 .237 3.369 .001
a. Dependent Variable: Digital_Marketing
Source: SPSS Generated
The table 4.13, the regression coefficients table contains information of the standardized
and the unstandardized coefficients, t test and the significance value. For the purpose of this
study, the significance value will be considered. If the significance value is less than 0.05, the
variable will be considered significant, otherwise insignificant. It can be seen that purchasing
behavior and innovation of ideas are significant in predicting digital marketing. Consumer
attitude is not significant for the prediction.
4.8 Tests for Objective 1
After completion of the analysis with the demographic factors of the respondents, the
responses given by the respondents have to be analyzed. This analysis will be conducted to
satisfy the research objectives. The first research objective that has been set is to assess the
factors influencing the consumer purchasing behavior. To assess the importance of the factors,
four factors have been taken into consideration. The first factor is the psychological factor. Here,
1 has been denoted as strongly agree, 2 has been denoted as agree, 3 has been denoted as neutral,
4 has been denoted as disagree and 5 has been denoted as strongly disagree. It can be seen that
the percentage of respondents who agree and strongly agree to the fact that psychological factors
are responsible for buying products and services are 26 percent. 26.7 percent of the people are
neutral about the fact. On the other hand, 47.3 percent of the people disagree and strongly
disagree to the fact that psychological factors are responsible for buying products and services.

DISSERTATION 51
This indicates that more percentage people lean to the disagreement of the fact that psychological
factors are responsible for buying products and services. Hence, from here, it can be said that
psychological factors are not responsible for buying products and services.
Table 4.14: Psychological_Factor
Frequency Percent Valid Percent Cumulative Percent
Valid
Strongly Agree 31 10.3 10.3 10.3
Agree 47 15.7 15.7 26.0
Neutral 80 26.7 26.7 52.7
Disagree 103 34.3 34.3 87.0
Strongly Disagree 39 13.0 13.0 100.0
Total 300 100.0 100.0
Figure 4.5: Bar chart showing the effect of psychological factors on purchasing behavior
The second factor is the social factor. Here, 1 has been denoted as strongly agree, 2 has
been denoted as agree, 3 has been denoted as neutral, 4 has been denoted as disagree and 5 has
been denoted as strongly disagree. It can be seen that the percentage of respondents who agree
and strongly agree to the fact that social factors are responsible for buying products and services

DISSERTATION 52
are 21 percent. 26 percent of the people are neutral about the fact. On the other hand, 53 percent
of the people disagree and strongly disagree to the fact that social factors are responsible for
buying products and services. This indicates that more percentage people lean to the
disagreement of the fact that social factors are not responsible for buying products and services.
Hence, from here, it can be said that social factors are not responsible for buying products and
services.
Table 4.15: Social_Factor
Frequency Percent Valid Percent Cumulative Percent
Valid
Strongly Agree 22 7.3 7.3 7.3
Agree 41 13.7 13.7 21.0
Neutral 78 26.0 26.0 47.0
Disagree 124 41.3 41.3 88.3
Strongly Disagree 35 11.7 11.7 100.0
Total 300 100.0 100.0
Figure 4.6: Bar chart showing the effect of social factors on purchasing behavior

DISSERTATION 53
The third factor is the effect of commercial web page on the purchase behavior of the
products and services. Here, 1 has been denoted as strongly agree, 2 has been denoted as agree, 3
has been denoted as neutral, 4 has been denoted as disagree and 5 has been denoted as strongly
disagree. It can be seen that the percentage of respondents who agree and strongly agree to the
fact that commercial web pages are responsible for buying products and services are 18 percent.
32.7 percent of the people are neutral about the fact. On the other hand, 49.4 percent of the
people disagree and strongly disagree to the fact that commercial web pages are responsible for
buying products and services. This indicates that more percentage people lean to the
disagreement of the fact thatcommercial web pages are responsible for buying products and
services. Hence, from here, it can be said that commercial web pagescannot be considered as
responsible for buying products and services.
Table 4.16: Commercial_Web_Page
Frequency Percent Valid Percent Cumulative Percent
Valid
Strongly Agree 17 5.7 5.7 5.7
Agree 37 12.3 12.3 18.0
Neutral 98 32.7 32.7 50.7
Disagree 110 36.7 36.7 87.3
Strongly Disagree 38 12.7 12.7 100.0
Total 300 100.0 100.0

DISSERTATION 54
Figure 4.7: Bar chart showing the effect of commercial web page on purchasing behavior
The fourth factor is the effect of learning and experience on the purchase behavior of the
products and services. Here, 1 has been denoted as strongly agree, 2 has been denoted as agree, 3
has been denoted as neutral, 4 has been denoted as disagree and 5 has been denoted as strongly
disagree. It can be seen that the percentage of respondents who agree and strongly agree to the
fact that commercial web pages are responsible for buying products and services are 22.3
percent. 27.3 percent of the people are neutral about the fact. On the other hand, 50.3 percent of
the people disagree and strongly disagree to the fact that commercial web pages are responsible
for buying products and services. This indicates that more percentage people lean to the
disagreement of the fact thatlearning and experience are responsible for buying products and
services. Hence, from here, it can be said that learning and experiencecannot be considered as
responsible for buying products and services.
Table 4.17: Learning_and_Experience
Frequency Percent Valid Percent Cumulative Percent
Valid Strongly Agree 24 8.0 8.0 8.0
Agree 43 14.3 14.3 22.3
Neutral 82 27.3 27.3 49.7
Disagree 106 35.3 35.3 85.0

DISSERTATION 55
Strongly Disagree 45 15.0 15.0 100.0
Total 300 100.0 100.0
Figure 4.8: Bar chart showing the effect of learning and experience on purchasing behavior
Thus, from all the analyzes and discussions above, it can be stated very clearly that the
factor that is of most influence for the purchasing behavior of the consumers is the social factor.
The first objective has been met here.
4.9 Tests for Objective 2
The second objective that has to be assessed is the attitude of consumers with respect to
consumer feedback from online. To assess this objective, the first factor that has to be assessed is
the attitude of the persons towards online advertising. Here, 1 has been denoted as internet adds
are less likely to purchase products, 2 has been denoted as do not like internet ads as it diverts
attention, 3 has been denoted as attention not paid for internet advertisements, 4 has been
denoted as advertisements are inappropriate and 5 has been denoted as demonstration of
deceptive facts and figures. Most of the respondents have opted for the option 2 and option 4.
21.7 percent of the respondents have agreed to the fact that internet ads divert attention and are

DISSERTATION 56
inappropriate for them. 21 percent of the respondents have agreed that they do not pay much
attention towards online advertisements.
Table 4.18: Internet_Advertisement
Frequency Percent Valid Percent Cumulative Percent
Valid
1 57 19.0 19.0 19.0
2 65 21.7 21.7 40.7
3 63 21.0 21.0 61.7
4 65 21.7 21.7 83.3
5 50 16.7 16.7 100.0
Total 300 100.0 100.0
Figure 4.9: Bar chart showing the effect of internet Advertisement on attitude of people
The second factor that has been considered to assess the attitudes of the consumers is the
most recent online purchase. Here, 1 has been denoted as Flight or Rail Tickets, 2 has been
denoted as movie or concert tickets, 3 has been denoted as Electronic equipments such as
mobiles, cameras, laptops, computers etc., 4 has been denoted as apparels and accessories and 5
has been denoted as cosmetics. It has been observed that most of the people have purchased
apparels and accessories online followed by cosmetics. Thus, it can be said that people do not

DISSERTATION 57
prefer buying important stuffs such as flight or rail tickets, movie or concert tickets or electronic
equipment. The key reasons for shopping online have been identified as hatred towards going to
shops and availability of extensive information. People do get a lot of options and can shop
freely and check the products at their convenient time, at any time possible. The deciding factor
for shopping at a particular shop depends mostly on the recommendations of friends and user
reviews.
Table 4.19: Current_Online_Purchase
Frequency Percent Valid Percent Cumulative Percent
Valid
1 56 18.7 18.7 18.7
2 51 17.0 17.0 35.7
3 51 17.0 17.0 52.7
4 72 24.0 24.0 76.7
5 70 23.3 23.3 100.0
Total 300 100.0 100.0
Figure 4.10: Bar Chart showing the most current online purchase

DISSERTATION 58
The third factor that has been used to assess the attitudes of the consumers is the key
reason for shopping online. Here, 1 has been denoted as hatred towards going to shops, 2 has
been denoted as availability of extensive information, 3 has been denoted as product reviews, 4
has been denoted as convenience or services and 5 has been denoted as sales and offers. It has
been observed that most of the people have hate going to the shops. 23 percent of the people hate
going to the shops and this is the highest percentage as obtained from the collected data. This is
followed by availability of extensive information. 21 percent of the people have agreed to this
factor. 19.7 percent of the people have said that they shop online because of the convenience or
service. 19.3 percent of the people shop online because they get to know the product reviews and
can decide about the product quality and characteristics from the user reviews. Only 17 percent
of the people shop online for the sales and offers. Thus, from this discussion, it can be said
clearly that the key reason to shop online has been identified as the hatred towards visiting the
shops.
Table 4.20: Key_Reason_Shopping_Online
Frequency Percent Valid Percent Cumulative Percent
Valid
1 69 23.0 23.0 23.0
2 63 21.0 21.0 44.0
3 58 19.3 19.3 63.3
4 59 19.7 19.7 83.0
5 51 17.0 17.0 100.0
Total 300 100.0 100.0

DISSERTATION 59
Figure 4.11: Bar Chart showing the key reasons for shopping online
The fourth factor that has been used to assess the attitudes of the consumers is the person
who is given more importance for their reviews to make a decision about shopping at a particular
shop. Here, 1 has been denoted as friends, 2 has been denoted as family, 3 has been denoted as
user reviews and 4 has been denoted as no one. It has been observed from the results of the
analysis that most of the importance is given to the reviews of friends and the user reviews in
order to shop at a particular store. 24.3 percent of the people do not pay attention to anyone. 23
percent of the people pay attention to the reviews given by their family members. Thus, the
attention is given to the reviews given by the users and the friends of the respondents. Thus, this
is the most important factor.
Table 4.21: Pay_Attention_To_Whom
Frequency Percent Valid Percent Cumulative Percent
Valid 1 79 26.3 26.3 26.3
2 69 23.0 23.0 49.3
3 79 26.3 26.3 75.7
4 73 24.3 24.3 100.0

DISSERTATION 60
Total 300 100.0 100.0
Figure 4.12: Bar Chart showing the review of the person payed most attention to
Thus, it can be said that for online marketing, a consumer does not need online
advertisement as it irritates the consumer and makes them lose their interest in marketing.
Nowadays people are opting more for cosmetics, apparels and accessories and they shop as they
hate to visit the shops. They also consider user reviews as helpful. Thus, objective two has been
met here.
4.10 Tests for Objective 3
The third research objective that has been set is to identify digital marketing and to
enhance the brand awareness and communication among people. To achieve this objective, the
five factors have been taken into consideration. The first factor is the visits paid to the social
media sites. Here, 1 has been denoted as Pinterest, 2 has been denoted as no social media
accounts, 3 has been denoted as Facebook, 4 has been denoted as LinkedIn and 5 has been
denoted as twitter. It can be seen that most of the people access LinkedIn as the most important
social media site followed by the use of Facebook and twitter. 36.7 percent of the people mostly

DISSERTATION 61
access LinkedIn followed by 30.7 percent and 16.3 percent of the people who mostly have access
to facebook and twitter respectively. Thus, the platforms such as LinkedIn, Facebook and Twitter
should be used mostly for digital marketing as these are mostly accessed by people.
Table 4.22: Frequent_Social_Media
Frequency Percent Valid Percent Cumulative Percent
Valid
1 13 4.3 4.3 4.3
2 36 12.0 12.0 16.3
3 92 30.7 30.7 47.0
4 110 36.7 36.7 83.7
5 49 16.3 16.3 100.0
Total 300 100.0 100.0
Figure 4.13: Bar Graph showing the Social media site accessed most frequently
The second factor that has been considered to meet objective 3 is the amount of time
spent on the internet. Here, 1 has been denoted as daily and multiple times a day, 2 has been
denoted as weekly 4 to 6 times, 3 has been denoted as once a week and 4 has been denoted as
less than a month. 26.7 percent of the people spend daily and multiple times a day on the internet

DISSERTATION 62
and this is the highest percentage of people. Thus, people are spending most of their times on the
internet nowadays.
Table 4.23: Time_Using_Internet
Frequency Percent Valid Percent Cumulative Percent
Valid
1 80 26.7 26.7 26.7
2 67 22.3 22.3 49.0
3 78 26.0 26.0 75.0
4 75 25.0 25.0 100.0
Total 300 100.0 100.0
Figure 4.14: Bar graph showing the time spent on the internet
The third factor that has been considered to meet objective 3 is the causes of using the
internet. Here, 1 has been denoted as Email, 2 has been denoted as Information, 3 has been
denoted as Entertainment, 4 has been denoted as E-commerce and 5 has been denoted as chat. It
has been observed that most of the people use internet for E-commerce. 43.3 percent of the
people have opted for E-commerce. This trend is followed by Entertainment and Chat with a
percentage of 23.3 and 16.7 respectively. Very little percentage opted for email and information.
Thus, digital marketing can be enhanced as people use internet more for shopping and
entertainment and less for any constructive purposes.

DISSERTATION 63
Table 4.24: Causes_Using_Internet
Frequency Percent Valid Percent Cumulative Percent
Valid
1 14 4.7 4.7 4.7
2 36 12.0 12.0 16.7
3 70 23.3 23.3 40.0
4 130 43.3 43.3 83.3
5 50 16.7 16.7 100.0
Total 300 100.0 100.0
Figure 4.15: Bar Graph showing the causes of using the Internet
The next factor that is been considered is the frequency of purchasing products online.
Here, 1 has been denoted as not at all often, 2 has been denoted as slightly often, 3 has been
denoted as moderately often, 4 has been denoted as quite often and 5 has been denoted as
extremely often. It has been observed that most of the people purchase products quite often. This
includes 38 percent of the people and 20 percent of the people purchase products online
extremely often. Thus most of the people buy products online quite frequently. Thus, online
marketing and digital marketing is quite a hit.
Table 4.25: Frequency_of_Purchase
Frequency Percent Valid Percent Cumulative Percent
Valid 1 12 4.0 4.0 4.0

DISSERTATION 64
2 42 14.0 14.0 18.0
3 72 24.0 24.0 42.0
4 114 38.0 38.0 80.0
5 60 20.0 20.0 100.0
Total 300 100.0 100.0
Figure 4.16: Bar Chart showing the frequency of online purchase of products
The last factor for digital marketing considered here is which type of advertisement can
be trusted on the most. Here, 1 has been denoted as TV, 2 has been denoted as Radio, 3 has been
denoted as Newspaper, 4 has been denoted as Internet and 5 has been denoted as Mobile Ads.
According to 40.3 percent of the people, the most trusted form of advertisement is the internet.
Thus, digital marketing is supported by most of the people. Hence, all these discussions satisfy
the objective 3.
Table 4.26: Trusted_Advertisement
Frequency Percent Valid Percent Cumulative Percent
Valid 1 13 4.3 4.3 4.3
2 38 12.7 12.7 17.0
3 71 23.7 23.7 40.7
4 121 40.3 40.3 81.0
5 57 19.0 19.0 100.0

DISSERTATION 65
Total 300 100.0 100.0
Figure 4.17: Bar Chart showing the most trusted advertisement
4.11 Tests for Objective 4
The fourth research objective that has been set is to investigate and innovate ideas regarding
digital marketing to the world. To assess the importance of the factors, four factors have been
taken into consideration. The first factor is that,whether digital marketing provides effective
ways to buy particular brand and products through the internet and digital technology. Here, 1
has been denoted as strongly disagree, 2 has been denoted as disagree, 3 has been denoted as
neutral, 4 has been denoted as agree and 5 has been denoted as strongly agree. It can be seen that
the percentage of respondents who agree and strongly agree to the fact are 48 percent. 28.7
percent of the people are neutral about the fact. On the other hand, 23.3 percent of the people
disagree and strongly disagree to the fact. This indicates that more percentage people lean to the
agreement of the fact. Hence, from here, it can be said that digital marketing provides effective
ways to buy particular brand and products through the internet and digital technology.
Table 4.27: Provides_Effective_Ways
Frequency Percent Valid Percent Cumulative Percent
Valid 1 19 6.3 6.3 6.3

DISSERTATION 66
2 51 17.0 17.0 23.3
3 86 28.7 28.7 52.0
4 108 36.0 36.0 88.0
5 36 12.0 12.0 100.0
Total 300 100.0 100.0
Figure 4.18: Bar Graph showing the responses of people on digital marketing providing
effective ways in buying the products
The second factor is that,whether digital marketing supports customers to gather the information
before and after purchasing. Here, 1 has been denoted as strongly disagree, 2 has been denoted as
disagree, 3 has been denoted as neutral, 4 has been denoted as agree and 5 has been denoted as
strongly agree. It can be seen that the percentage of respondents who agree and strongly agree to
the fact are 47.6 percent. 29.7 percent of the people are neutral about the fact. On the other hand,
22.7 percent of the people disagree and strongly disagree to the fact. This indicates that more
percentage people lean to the agreement of the fact. Hence, from here, it can be said that digital
marketing supports customers to gather the information before and after purchasing.
Table 4.28: Supports_Customers_Gather_Information
Frequency Percent Valid Percent Cumulative Percent
Valid 1 28 9.3 9.3 9.3
2 40 13.3 13.3 22.7

DISSERTATION 67
3 89 29.7 29.7 52.3
4 103 34.3 34.3 86.7
5 40 13.3 13.3 100.0
Total 300 100.0 100.0
Figure 4.19: Bar Graph showing the responses of people on supporting customers to gather
information before and after purchasing
The third factor is that,whether customer review about products and services is more reliable as
compared to other gathered information from market. Here, 1 has been denoted as strongly
disagree, 2 has been denoted as disagree, 3 has been denoted as neutral, 4 has been denoted as
agree and 5 has been denoted as strongly agree. It can be seen that the percentage of respondents
who agree and strongly agree to the fact are 57.3 percent. 22.7 percent of the people are neutral
about the fact. On the other hand, 20 percent of the people disagree and strongly disagree to the
fact. This indicates that more percentage people lean to the agreement of the fact. Hence, from
here, it can be said that customer review about products and services is more reliable as
compared to other gathered information from market.
Table 4.29: Customer_Review_Reliability
Frequency Percent Valid Percent Cumulative Percent
Valid 1 18 6.0 6.0 6.0
2 42 14.0 14.0 20.0

DISSERTATION 68
3 68 22.7 22.7 42.7
4 130 43.3 43.3 86.0
5 42 14.0 14.0 100.0
Total 300 100.0 100.0
Figure 4.20: Bar Graph showing the responses of people on the reliability of Customer
Review
The fourth factor is that,whether digital media is easier way for a person to complain regarding
bad services. Here, 1 has been denoted as strongly disagree, 2 has been denoted as disagree, 3
has been denoted as neutral, 4 has been denoted as agree and 5 has been denoted as strongly
agree. It can be seen that the percentage of respondents who agree and strongly agree to the fact
are 50.3 percent. 29.3 percent of the people are neutral about the fact. On the other hand, 20.3
percent of the people disagree and strongly disagree to the fact. This indicates that more
percentage people lean to the agreement of the fact. Hence, from here, it can be said that digital
media is easier way for a person to complain regarding bad services.Thus, from all the above
discussions, objective 4 has been met.
Table 4.30: Easy_Way_to_Complain
Frequency Percent Valid Percent Cumulative Percent
Valid 1 23 7.7 7.7 7.7
2 38 12.7 12.7 20.3

DISSERTATION 69
3 88 29.3 29.3 49.7
4 96 32.0 32.0 81.7
5 55 18.3 18.3 100.0
Total 300 100.0 100.0
Figure 4.21: Bar Graph showing the responses of people on Complain using Digital Media
5.0 Conclusion and Recommendation
5.1 Conclusion
Assessing the impact of digital marketing on consumer behavior was the main purpose of
this research. In the 21st Century, the society has progressed and digital marketing has become
one of the most important accesses by consumers. Hence, its impact is important to assess. The
retail landscape of the world has changed over the past few years due to digital technology.
Indications have been received that these changes will be continued. This statement can be
supported from the analysis of the survey questionnaire, from which it was evident that the
degree of involvement of people with this digitalization is immense. This digitalization has
changed the sensation of shopping for people. Retail thus has become hugely dependent on the
influences of the social media and technology.

DISSERTATION 70
A forward looking and responsive retailer is able to satisfy customers in the new
environment with more emphasis on flawless digital experience. There are extensive tools that
are available to the retailers for the betterment of digital marketing. These tools include
designing a website that is responsive, will give custom alert and will have a persuasive content
strategy. The flawless integration of the tools of digital marketing has been implied for the online
shopping experience and this is expected to attract the attention of the new shoppers towards a
specific brand and thus the companies can gain more royalty than they used to gain from their
existing customers.
Hence, it can be said that that the purchasing behavior and the purchasing power of the
youth on different products have a huge influence on the buying behaviours of a person or a
family. It has been observed that the young people are more comfortable with this digital
marketing and online shopping. Thus, it is very important for each of the marketers to understand
the youth psychology. This will help them to be successful marketers in the near future. A major
portion of the market segment is formed by the young generation people. The aged people are
found not to be that much comfortable with the digitalization of the market. The economy of the
countries is revolutionized by the digital marketing and some of the marketing sections have also
been revolutionized by the digital marketing. The market has been relived from various threats
and challenges in a competitive market. If the buying behaviours are changed, it is much easier
for the youths to adopt the new system and technologies. It takes a lot of time and understanding
for the older people to adopt with the system. The ease in adoption makes the marketers
understand whether this change can be made or not. On the other hand, changes are necessary for
the growth of a company. Thus, adopting digitization, implementing new techniques, developing
websites will help further to flourish in the business.
Objective 1: To assess the factors that may influence the consumer purchasing behavior
Factors such as psychological factors, social factors, commercial web page and learning
and experience have been identified as the factors that can influence the purchasing behavior of
the consumers. All the four factors have been observed as important on the matter of influencing
consumer behavior. The most important of these factors was the social factor. The social factor
had the most influence towards the purchasing behavior of the consumer. According to the
theory provided by Park and Kim (2013), social factor has a much dominant impact on the

DISSERTATION 71
purchasing behavior of people. The places to which the people belong, the area in which they
live and how the society behaves influences a person to take decisions more than their
psychology, their education (Moser 2015). This supports the results obtained from the analysis.
Objective 2: To evaluate the attitude of consumers with respect to consumer feedback from
online
To assess the objective of evaluating the attitude of consumers with respect to the
feedback from online, several factors have to be assessed. The first factor is the reaction of the
consumers towards online advertisement. It has been observed that most of the people are quite
irritated by the online advertisement. They make people less likely to buy products and diverts
their attention from what they are doing. Thus, internet advertisement is not preferred by most
people and hence is not that good an idea (Keller 2016). The idea is not received well by the
consumers. People prefer to buy apparels, accessories and cosmetics more than serious things
such as electronic equipments, movie, concert, and flight or rail tickets. There must be trust
issues with the internet shopping. Most of the people prefer shopping online as they hate to visit
the shops and also due to the availability of extensive information. People pay more attention to
the user reviews and reviews from friends in order to make a decision for buying from a
particular shop or product. Ashley and Tuten (2015) also supports the results obtained from
assessing the factors for this objective.
Objective 3: To identify digital marketing to enhance the brand awareness and
communication among people
To assess the objective of identifying digital marketing to enhance the brand awareness
and communication among people, some of the following factors have been discussed. The
mostly used social media site has been identified as LinkedIn. Facebook is also a very common
form of social media. People spend daily and multiple times a day on the internet. Nowadays,
almost everyone is a regular user of social medias and blogs (Armstrong et al. 2015). LinkedIn
among them has the most of the popularity as it can be used for connecting to people as well as
can be handled for professional use (Levy and Givil 2015).
Objective 4: To investigate the innovative ideas regarding digital marketing to the world

DISSERTATION 72
To assess the fourth objective, it has been observed that according to the consumers also,
digital marketing provides effective ways in order to buy the particular brand and products
through the internet and digital technology. It has also been observed that the consumers agree
mostly to the fact that digital marketing supports customers to gather the information before and
after purchasing (Nambisan et al. 2017). Customer review about products and services is more
reliable as compared to other gathered information from market. Digital media has also been
identified as an easier way for the consumers to complain regarding bad services. These factors
have been agreed by the consumers and the factors are also important theoretically as discussed
before (Oldham and Da Silva 2015).
5.3 Recommendations
While analyzing the study themes, it is important for the businesses to consider the
factors of digital marketing affecting the consumer purchasing process. It is important for the
businesses to understand the profile of the consumers and the shifts in their behaviors. Different
consumers have different characteristics and their interests are nowadays shifted towards
digitalization. This helps them to make more informed decisions. The access to digitalization is
gradually becoming easier and more convenient. Thus the consumers make their decisions with
the help of the channels and do not rely on the businesses. Hence, it is extremely important for
the businesses to understand the nature of the consumers.
It can also be recommended that the businesses should be available in the digital space
and must be represented in various digital channels. People will come to know about the
businesses from these digital channels only as internet surfing is very common as obtained from
the results. Thus, a company not available on the digital space will not be able to provide
necessary information to the consumers. Thus, the company will not be able to flourish.
It is also important for the business to understand the factors that are responsible for the
decision making processes of the consumers. The products of the businesses must be designed in
such a way that when the consumers will visit the digital environment, they will be able to view
the products as a solution to their needs. The products must be appealing to the consumers.

DISSERTATION 73
The businesses must provide accurate and up-to-date information to the consumers. This
information must be of easy access to the consumers. Hence, it is important to identify the
correct channel to digitalization.
Each of the businesses must have a wide variety of products as in this competitive
market, most of the consumers are not loyal to any brand. Purchasing depends on the quality and
price of the products. Thus, if a business does not have variety, there is a very high probability
that the business will lose its existing consumers. Thus, in order to flourish the business, this is a
very important matter that has to be kept in mind.
When a consumer makes a decision about a purchase, the consumer will be purchasing
the product. Thus, the process of purchase has to be smooth. Otherwise, the business is most
likely to lose a consumer. The delivery of the product also must be done within the estimated
time provided by the companies.
Though the results of the analysis support the theories provided by the peer critics and
their researches, the sample size considered for this research is not sufficient to predict any
conclusions about the whole population of the country. Thus, further research can be conducted
by increasing the sample size in order to make the population prediction more accurate. There
can be any kinds of contradictions with the theories provided by other researchers. Moreover, the
recommendations have to be considered and necessary researches has to be conducted to
implement for the betterment of the organizations.

DISSERTATION 74
Survey through Questionnaire
Demographic factors
1. What is your age?
 17 or younger []
 18-29[]
 29-39[]
 39-49[]
 49 or older []
2. Are you male or female?
 Masculine []
 Feminine []
3. What is your educational qualification?
 Undergraduate []
 Graduate[]
 Postgraduate[]
 Others[]
Objective 1: To assess the factors which may influence the consumer purchasing behavior?
4. Do you agree that psychological factor may affect your behavior to purchase the
particular products and services?
 Strongly Agree [ ]
 Agree [ ]
 Neutral [ ]
 Disagree [ ]
 Strongly Disagree [ ]

DISSERTATION 75
5. Do you agree that social factor may influence your purchasing behavior of products and
services?
 Strongly Agree [ ]
 Agree [ ]
 Neutral [ ]
 Disagree [ ]
 Strongly Disagree [ ]
6. Commercial web page is a key factor which may affect you to make buying decision
regarding product and services.
 Strongly Agree [ ]
 Agree [ ]
 Neutral [ ]
 Disagree [ ]
 Strongly Disagree [ ]
7. In your opinion, learning and experience is a key factor which is used by customers to
buy the products and services?
 Strongly Agree [ ]
 Agree [ ]
 Neutral [ ]
 Disagree [ ]
 Strongly Disagree [ ]
Objective 2: To evaluates the attitude of consumers with respect to consumer feedback
from online

DISSERTATION 76
8. How often have you accessed Internet Advertisement and what is your attitude towards
Online Advertising?
 Internet ads are less likely to make me purchase the product []
 I do not like to access the internet advertisement as it diverts me from my work []
 Usually, I pay no attention to online advertisement []
 Advertisements on the internet are not appropriate for me []
 Online advertisement demonstrate deceptive facts and figures []
9. What has been your most current online purchase?
 Flight / Rail Tickets []
 Movie / Concert Tickets []
 Electronic Equipment (mobile, camera, laptops, computers) []
 Apparels and Accessories []
 Cosmetics []
10. What is akey reason for shopping online?
 Hate going to shops []
 Availability of extensive information []
 Product reviews []
 Convenience / Service []
 Sales / Offers []
11. Who are you more likely to pay attention to when deciding whether or not to shop at a
particular shop?
 Friends []
 Family []

DISSERTATION 77
 User Reviews []
 No one []
Objective 3: To identify digital marketing to enhance the brand awareness and
communication among people
12. Which social media sites do you mostly access?
 Twitter []
 Facebook []
 Pinterest []
 LinkedIn []
 I do not have an account on any social media site []
13. How much timesdo you use internet to get data?
 Daily and multiple times in a day []
 Weekly 4 to 6 times []
 Once a week []
 Less than a month []
14. What are the main causes for using theInternet?
 Email []
 Information []
 Entertainment []
 E-commerce []
 Chat []
15. How often do you buy products online?
 Extremely often []
 Quite often []

DISSERTATION 78
 Moderately often []
 Slightly often []
 Not at all often []
16. Which kind of Advertisement do you mostly faith?
 TV []
 Radio []
 Newspaper []
 Internet []
 Mobile Ads []
Objective 4: To investigate the innovative ideas regarding digital marketing to the world
17. Do you agree that thedigital marketing provides effective ways to buy the particular
brand and products through theinternet and digital technology?
 Strongly Agree [ ]
 Agree [ ]
 Neutral [ ]
 Disagree [ ]
 Strongly Disagree [ ]
18. Do you agree this statement that digital marketing supports customers to gather the
information before and after purchasing?
 Strongly Agree [ ]
 Agree [ ]
 Neutral [ ]
 Disagree [ ]

DISSERTATION 79
 Strongly Disagree [ ]
19. Do you agree that the customer review about products and services is more reliable as
compared to other gathered information from market?
 Strongly Agree [ ]
 Agree [ ]
 Neutral [ ]
 Disagree [ ]
 Strongly Disagree [ ]
20. In your opinion, digital media is easier way for you to complain regarding bad services.
 Strongly Agree [ ]
 Agree [ ]
 Neutral [ ]
 Disagree [ ]
 Strongly Disagree [ ]

DISSERTATION 80
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