International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 6 Issue 4 July-August 2024 Submit your research before last 3 days of August to publish your research paper in the issue of July-August.
Submit Research Paper Join as a Reviewer

Plagiarism is checked by the leading plagiarism checker TurnItIn

Call for Paper

Volume 6 Issue 4
July-August 2024

Submit your research paper

Indexing Partners
Academia Advanced Sciences Index Bielefeld Academic Search Engine CiteSeer DRJI Google Scholar Independent Search Engine & Directory Network ISI (International Scientific Indexing) Issuu Mendeley Research Networks
RefSeek ResearcherId - Thomson Reuters ResearchGate Scirus Scribd Semantic Scholar UTeM - Universiti Teknikal Malaysia Melaka Wiki for Call for Papers WorldCat Zenodo

Catalysing Choices: The Impact of Digital Marketing on Purchase Behaviour

Author(s) Mohammad Saleem Rahmani, Ramen Kumar Sarma
Country India
Abstract Digital marketing has significantly affected consumer-purchasing behaviour, providing consumers with more options to study and acquire products and services. It has also made it easier for businesses to target specific audiences, allowing them to tailor their advertising to their interests and needs in the present investigation, first, it was tried to categorize the total respondents based on different demographic factors and then examine their relationship with the impact of digital marketing. The study found that digital marketing significantly influenced purchase decisions in 17.7% of respondents, while it moderately influenced 24.0%. Due to the implementation of the system, purchasing frequency increased by 45.5% while decreasing by 36.50%.These findings imply that digital marketing has a significant impact on consumer purchase behaviour as consumers can make purchases on the go without giving them much thought, potentially helping or hurting businesses depending on the product or service being sold. Changes in brand loyalty, store loyalty, and store loyalty were not observed.
Keywords Marketing, Digital Marketing, Consumer Behaviour.
Field Business Administration
Published In Volume 5, Issue 5, September-October 2023
Published On 2023-09-15
Cite This Catalysing Choices: The Impact of Digital Marketing on Purchase Behaviour - Mohammad Saleem Rahmani, Ramen Kumar Sarma - IJFMR Volume 5, Issue 5, September-October 2023. DOI 10.36948/ijfmr.2023.v05i05.6468
DOI https://doi.org/10.36948/ijfmr.2023.v05i05.6468
Short DOI https://doi.org/gsqr3m
View / Download PDF File

Share this


E-ISSN 2582-2160
CrossRef

CrossRef DOI is assigned to each research paper published in our journal.

IJFMR DOI prefix is
10.36948/ijfmr

Downloads
Research Paper Format Copyright Permission Form and Undertaking Form Cover Page Vol 6 Isu 4 Cover Page Vol 6 Isu 3 Cover Page Vol 6 Isu 2

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA Open Access

About IJFMR
Fees & Payment
Current Issue
Publication Archive 		Submit Research Paper
Track Submission Status
Publication Guidelines
Publication Ethics
Peer Review & Plagiarism 		Join as a Reviewer
Editors & Reviewers
Reviewer Referral Program
Get Reviewer Membership Certi. 		Website/Journal Policies
Usage Policy
Content Policies
Privacy Policy
Contact Us +91-9898-5948-55 editor@ijfmr.com