The Influence of Digital Marketing on Consumer Buying Behaviour

This report investigates the influence of digital marketing on consumer buying behavior, addressing the research problem of how digital and social media marketing impact consumers' decision-making processes. It reviews literature on digital marketing's role in creating demand and utilizing digital channels, highlighting the increasing use of mobile devices for shopping. The research questions focus on how digital marketing activities impact consumer buying decisions and how to implement effective strategies. A hypothesis is presented, and a questionnaire is designed to collect primary data from marketers regarding their digital marketing strategies, use of omnichannel marketing, challenges faced, preferred social media channels, and ethical considerations. The report references key studies on digital marketing, consumer behavior, and the impact of online reviews.

Research Project
HOW DOES DIGITAL MARKETING INFLUENCE CONSUMER BUYING BEHAVIOUR

Research Problems
 Mahalaxmi and Ranjith (2016) mentioned that human
interactions have significantly changed because of the engagement on
the social platforms. It has also been identified that the speedy growth
of web platforms created impact on the behaviour changes in terms of
activities, habitants as well as interaction. Thus, this behavioural
changes of the consumers may require the businesses to reform their
marketing approaches, strategies in the digital space. Therefore, it is
highly necessary to understand how digital as well as social media
marketing influence consumers’ buying decision processes.

Literature review related to the research problems
 Digital marketing and consumers: A study conducted by Stephen (2016), indicates that digital
marketing is the creation of demand for products or services as well as the demand created need to
be transformed into sales and then revenue. On the other side, Zhu and Zhang (2010) mentioned that
digital marketing is referred to the action or approach of using digital channel to market a particular
brand, products or service. The process may include digital marketing channels, email marketing,
online advertising, affiliate marketing, pay per click advertising and social media marketing. In
addition, when it comes to consumers in the field of digital media marketing, Hudson and Thal
(2013) mentioned that consumers in this digital era are the audience who embraced the digital
advances and adapted to the trend; thereby, digital marketing can certainly influence consumer’s
purchasing process.

Shopping and related activities are the significant use of digital technology
 Mahalaxmi and Ranjith (2016) mentioned that within a few
years, the use of mobile devices for shopping activities has increased
significantly. This study reveals that almost 53% of consumers have
mentioned that they have visited the retailer website on their mobile
phone in the last six months. The finding of the study indicate that it is
highly necessary for the business to follow such trend as well as
implement new tools and strategies to the respond to the growing
needs.


Research Questions
 How do digital marketing activities impact
consumers’ buying decision?
 How can digital marketing strategies be
implemented to approach the target audiences?

Hypothesis
 H0-Digital marketing do not have impact on consumer’s buying behaviour
 H1- Digital marketing do not have impact on consumer’s buying behaviour

Questionnaire
 As this is an experimental study, use data needs to be collected for performing the analysis and addressing the
research Questions. The following questionnaire has been developed to collect the primary data from the marketers.
1. What digital marketing strategies are being applied to influence the consumers?
2. Does the brand use Omni channel marketing to keep the balance of sales and profits both in offline and online
marketing?
3. Does your brand face any digital marketing challenge?
4. Which social media marketing channels are mostly suitable and responsive to marketing approach?
5. How does your brand manage the ethical framework in digital marketing activities?

References
 Mahalaxmi, K.R. and Ranjith, P., 2016. A Study on Impact of Digital Marketing in Customer Purchase Decision
in Trichy. International Journal for Innovative Research in Science & Technology, 10, pp.332-338.
 Stephen, A.T., 2016. The role of digital and social media marketing in consumer behavior. Current Opinion in
Psychology, 10, pp.17-21.
 Zhu, F. and Zhang, X., 2010. Impact of online consumer reviews on sales: The moderating role of product and
consumer characteristics. Journal of marketing, 74(2), pp.133-148.
 Hudson, S. and Thal, K., 2013. The impact of social media on the consumer decision process: Implications for
tourism marketing. Journal of Travel & Tourism Marketing, 30(1-2), pp.156-160.