Journal of Contemporary Issues in Business and Government


Print ISSN: 2204-1990

Online ISSN: 1323-6903

Volume26, Issue2

A Study On Impact Of Digital Marketing In Customer Purchase In Chennai

Journal of Contemporary Issues in Business and Government, 2020, Volume 26, Issue 2, Pages 967-973
10.47750/cibg.2020.26.02.136

Abstract

The aim of this paper is to study digital marketing in consumer purchase decisions and to find out as to whether the consumers are aware of digital marketing and the digital channels influence in their purchase decision. The study is carried out through surveys from101 respondents. The results of the survey are analyzed using Regression .The findings revealed that customers are aware of digital marketing and shopping goods through digital channels in their purchase behaviour. The study is performed in a particular need to learn to meet global customers where they spend most of their time on the internet. So digital marketing helps you create brand awareness through channels such as social media ,e-mail,website,search engines to get the clear picture about the impact of digital marketing on customer purchase decisions.
Keywords:
Main Subjects:

  1. A.C.Gomathi, S.R.Xavier Rajarathinam, A.Mohammed Sadiqc, Rajeshkumar, 2020. Anticancer activity of silver nanoparticles synthesized using aqueous fruit shell extract of Tamarindus indica on MCF-7 human breast cancer cell line. J. Drug Deliv. Sci. Technol. 55.
  2. Afzal, S., Khan, J.R., 2015. Impact of online and conventional advertisement on consumer buying behaviour of branded garments. Asian Journal of Management Sciences & Education 4, 125–135.
  3. Buttle, F., 1996. Relationship Marketing: Theory and Practice. SAGE.
  4. Chaffey, D., 2009. E-business and E-commerce Management: Strategy. Implementation and Practice.
  5. Chaffey, D., Mayer, R., Johnston, K., Ellis-Chadwick, F.E., 2003. Business-to-business Internet marketing. Internet marketing: strategy, implementation and practice.
  6. Çizmeci, F., Ercan, T., 2015. The Effect of Digital Marketing Communication Tools in the Creation Brand Awareness By Housing Companies. Megaron 10.
  7. Danda, A.K., Ravi, P., 2011. Effectiveness of postoperative antibiotics in orthognathic surgery: a meta-analysis. J. Oral Maxillofac. Surg. 69, 2650–2656.
  8. Danda, A.K., S, R., Chinnaswami, R., 2009. Comparison of gap arthroplasty with and without a temporalis muscle flap for the treatment of ankylosis. J. Oral Maxillofac. Surg. 67, 1425–1431.
  9. Dua, K., Wadhwa, R., Singhvi, G., Rapalli, V., Shukla, S.D., Shastri, M.D., Gupta, G., Satija, S., Mehta, M., Khurana, N., Awasthi, R., Maurya, P.K., Thangavelu, L., S, R., Tambuwala, M.M., Collet, T., Hansbro, P.M., Chellappan, D.K., 2019. The potential of siRNA based drug delivery in respiratory disorders: Recent advances and progress. Drug Dev. Res. 80, 714–730.
  10. Edelman, B., Brandi, W., 2015. Risk, Information, and Incentives in Online Affiliate Marketing. J. Mark. Res. 52, 1–12.
  11. Ezhilarasan, D., Apoorva, V.S., Ashok Vardhan, N., 2019. Syzygium cumini extract induced reactive oxygen species-mediated apoptosis in human oral squamous carcinoma cells. J. Oral Pathol. Med. 48, 115–121.
  12. Glyman, E.R., Atiyeh, K., Almughrabi, M.J., 2016. Consumer price protection service. US Patent App. 14.
  13. Godin, S., 1995. e-marketing: Reaping profits on the information highway.
  14. Kaini, B.R., Werner, R.A., 1998. A market oriented approach to horticulture production. In: Proceedings of the National Workshop on Market Oriented Production Approach.
  15. Krishnan, R., Chary, K.V., 2015. A rare case modafinil dependence. J. Pharmacol. Pharmacother. 6, 49–50.
  16. Manivannan, I., Ranganathan, S., Gopalakannan, S. et al., 2018. Mechanical Properties and Tribological Behavior of Al6061–SiC–Gr Self-Lubricating Hybrid Nanocomposites. Trans Indian Inst Met 71, 1897–1911.
  17. Narayanan, V., Kannan, R., Sreekumar, K., 2009. Retromandibular approach for reduction and fixation of mandibular condylar fractures: a clinical experience. Int. J. Oral Maxillofac. Surg. 38, 835–839.
  18. Narayanan, V., Ramadorai, A., Ravi, P., Nirvikalpa, N., 2012. Transmasseteric anterior parotid approach for condylar fractures: experience of 129 cases. Br. J. Oral Maxillofac. Surg. 50, 420–424.
  19. Neelakantan, P., John, S., Anand, S., Sureshbabu, N., Subbarao, C., 2011. Fluoride release from a new glass-ionomer cement. Oper. Dent. 36, 80–85.
  20. Neelakantan, P., Sharma, S., 2015. Pain after single-visit root canal treatment with two single-file systems based on different kinematics--a prospective randomized multicenter clinical study. Clin. Oral Investig. 19, 2211–2217.
  21. Neelakantan, P., Subbarao, C., Sharma, S., Subbarao, C.V., Garcia-Godoy, F., Gutmann, J.L., 2013. Effectiveness of curcumin against Enterococcus faecalis biofilm. Acta Odontol. Scand. 71, 1453–1457.
  22. Panchal, V., Jeevanandan, G., Subramanian, E.M.G., 2019. Comparison of post-operative pain after root canal instrumentation with hand K-files, H-files and rotary Kedo-S files in primary teeth: a randomised clinical trial. Eur. Arch. Paediatr. Dent. 20, 467–472.
  23. Prasanna, N., Subbarao, C.V., Gutmann, J.L., 2011. The efficacy of pre-operative oral medication of lornoxicam and diclofenac potassium on the success of inferior alveolar nerve block in patients with irreversible pulpitis: a double-blind, randomised controlled clinical trial. Int. Endod. J. 44, 330–336.
  24. Priya S, R., Krishnan, C., S, J.R., Das}, J., 2009. Growth and characterization of NLO active lithium sulphate monohydrate single crystals. Crystal research and technology 44, 1272–76`.
  25. Rajeshkumar, S., Menon, S., Venkat Kumar, S., Tambuwala, M.M., Bakshi, H.A., Mehta, M., Satija, S., Gupta, G., Chellappan, D.K., Thangavelu, L., Dua, K., 2019. Antibacterial and antioxidant potential of biosynthesized copper nanoparticles mediated through Cissus arnotiana plant extract. J. Photochem. Photobiol. B 197, 111531.
  26. Ramadurai, N., Gurunathan, D., Samuel, A.V., Subramanian, E., Rodrigues, S.J.L., 2019. Effectiveness of 2% Articaine as an anesthetic agent in children: randomized controlled trial. Clin. Oral Investig. 23, 3543–3550.
  27. Ramakrishnan, M., Dhanalakshmi, R., Subramanian, E.M.G., 2019. Survival rate of different fixed posterior space maintainers used in Paediatric Dentistry - A systematic review. Saudi Dent J 31, 165–172.
  28. Ramesh, A., Varghese, S.S., Doraiswamy, J.N., Malaiappan, S., 2016. Herbs as an antioxidant arsenal for periodontal diseases. J Intercult Ethnopharmacol 5, 92–96.
  29. Saura, J.R., Palos-Sanchez, P.R., Correia, M.B., 2019. Digital Marketing Strategies Based on the E-Business Model: Literature Review and Future Directions. In: Organizational Transformation and Managing Innovation in the Fourth Industrial Revolution. IGI Global, pp. 86–103.
  30. Ul Haq, Z., 2012. Attitude toward SMS Advertising: A Survey with Reference to Indian Consumers. Journal of Internet Commerce 11, 271–290.
  31. Umit Kucuk, S., Krishnamurthy, S., 2007. An analysis of consumer power on the Internet. Technovation 27, 47–56.
  32. Venugopalan, S., Ariga, P., Aggarwal, P., Viswanath, A., 2014. Magnetically retained silicone facial prosthesis. Niger. J. Clin. Pract. 17, 260–264.
  33. Woodside, A.G., Wilson, E.J., Milner, P., 1992. Buying and marketing CPA services. Industrial Marketing Management 21, 265–272.
  34. Zhang, J., Di Benedetto, C.A., Hoenig, S., 2009. Product Development Strategy, Product Innovation Performance, and the Mediating Role of Knowledge Utilization: Evidence from Subsidiaries in China. Journal of International Marketing 17, 42–58.

 

  • Article View: 420
  • PDF Download: 199
Journal Information

Publisher: Society of Business and management

Email:  chiefeditor.cibg@gmail.com