Influence of Digital Marketing on Consumer Buying Behaviour for Electronic Products: An Empirical Study of Indian Urban Consumers

Abstract

Digital Marketing is the marketing through internet connected devices. Digital marketing is the marketing that connects the marketers and consumers on virtual platforms. Over a period of time consumers have started paying more attention to the digital promotions. Digital connect is of many types such as search engine marketing, affiliate marketing, content marketing etc. The digital platforms do not directly sell the product but they engage the customer into useful solutions and then lead him or her to make action. This paper studies the influence of various digital marketing components on the consumer buying behavior towards electronic products. The present study is descriptive in nature. The sample size of the study is 500 respondents who were selected on the basis of judgment sampling. The data was collected with the help of a structured questionnaire. The data was analyzed with the help of factor analysis and regression. It was found from the study that five out of the six constructs of digital marketing influences the consumer buying behaviour significantly.