The effects of digital marketing on the buying behaviour of the consumers - Dissertation Example

Only on StudentShare

Extract of sample
The effects of digital marketing on the buying behaviour of the consumers

The research was conducted on the effects of digital marketing on the buying behaviour of the consumers. The research reveals that in today’s fast-paced technological environment, the digital media is playing a pivotal role in influencing the young adults of UAE. This is because the have now started purchasing online and thus are more knowledgeable about global markets. Today the consumer can make smart choices by instant comparison of prices and product features online and thus is not easily fooled. Moreover he is more aware of the prices and promotions that take place. Thus digital media has made the buyer savvier. The research was conducted on young adults having a mobile and familiar with Internet. A total of 1000 subjects were approached in Dubai, Abu Dhabi and Sharjah. However, only 884 of them gave valid responses. The research was conducted using the questionnaire as a research tool. The findings reveal that the consumers consider the online shopping and digital media as a parallel medium and traditional shopping and marketing is not entirely replaced and the results indicate that it may not be replaced in the near future. Though online buying has its advantages yet consumers hesitate because of security issues, inability to interact with the product before purchase and delivery time. Recommendations like making credit card shopping more secure, incorporating online marketing and purchase an essential part of the UAE culture, more online exclusive discounts should be given and lastly he media firms should increase awareness of digital media and marketing. ...Show more

Summary

The main purpose of the research is to find the answer to the question: how does digital marketing influence buying behaviour of consumers. In the case of this study, the subjects are young adults. Thus the research is primarily dealing with how the behaviour is affected. …
Author : dpollich
The effects of digital marketing on the buying behaviour of the consumers essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the dissertation on your topic
"The effects of digital marketing on the buying behaviour of the consumers"
with a personal 20% discount.
Grab the best paper

Related Essays

The Interactive Consumer: The Influence of User Generated Content and Social Media on Consumer Behaviour
This dissertation aims to examine closely how user-generated content and social media influences consumer behaviour in the age of ubiquitous computing. It presents important themes from the latest scholarly research and interviews with a group of consumers provide insights to build on understanding of the impact of social media and user-generated content on consumer behaviour.
70 pages (17500 words) Dissertation
How Greenwash commercials influence buying behaviour in luxury car market
The research conducted studied the impact of the Green marketing on the buying pattern of the customers. It also focused on the aspect of whether the Green marketing has been ethically conducted by the organizations. The research will study whether fair practise of Greenwash and the proper use of Greenwash commercials will indeed do much good for all.
11 pages (2750 words) Dissertation
Impulsive buying in luxury consumption among Chinese consumers ( table of contents )
Consumers derive both functional value and hedonic pleasure through such possessions. Thus, consumption is not just related to satisfaction of needs, but a means through consumers want to be known. While all societies have been developing and growing, affluence in China has increased phenomenally.
48 pages (12000 words) Dissertation
Celebrity Endorsement. Contribution Of Celebrity Endorsement To Achieving Marketing Communications Objectives In The Retail Clothing Industry: A Case Study On Topshop
Celebrity Endorsement Exploring the contribution of celebrity endorsement to achieving marketing communications objectives in the retail clothing industry: a case study on Topshop. Over much of the past decade and the half century prior to it, advertisers have been using celebrities to endorse their products, beginning with endorsements by Marilyn Monroe and Marlene Dietrich to the latest times.
64 pages (16000 words) Dissertation
Retail marketing of apple lnc
5 1.2 . Research Contexts, Scope and Limitations ……………………… 6 1.3. Statement of Research aims and objectives ………………………. 7 1.4. Structure of the dissertation ………………………………………. 8 Chapter 2 - APPLE INC: MARKET OVERVIEW.
36 pages (9000 words) Dissertation
Apple brand marketing campaigns positively impacts the consumers purchase intent to buy apple products
However, their study was subject to certain limitations. Hypotheses development Apple Inc. Characteristics: Mark From a buyer viewpoint the first component to referee the status of Report Apple labelled Inc. significant influence on buyer alternative has furthermore been established in the indicating and the publications on buyer behaviour.
10 pages (2500 words) Dissertation
How have Apple's Marketing activities allowed it to become the world's leading technology company
….. 6 Chapter 1 - INTRODUCTION ………………………………………… 7 Brief History of Apple Inc …………………………………… 8 Apple Inc: Company profile………………………….. 9 Market-Share Analysis ………………………………… 11 Apple Inc: Time Line of Major Events ……………….
39 pages (9750 words) Dissertation
An empirical study of the differences in consumer behavior in an e-commerce environment compared to the traditional commerce
Brdicka (1999) asserts that “the first reference on the influence of modern technology on the social issues appeared in works of some sociologists in the late sixties of the 20th Century.” Today, it is clear what the influence of modern technology is on social issues.
35 pages (8750 words) Dissertation
The impact of user genated content and social media networks in consumer behaviour
Scholars and researchers of consumer behaviour have determined a number of various kinds of consumers who are more expected to communicate information about a product or service, and who have a tendency as well to wield influence and pressure over other consumers.
8 pages (2000 words) Dissertation
The influence factors that affect to the Thai consumers' decision on online shopping
1-2; Hsu and Bayarsaikhan, 2012, p. 167). Specifically, internet has been used in among other means the aid to trade and shopping. From the ‘Nielsen Global Consumer Report June 2010’, online trading practices has had a great influence on shopping for goods and services (The Nielsen Company, 2010, p.
17 pages (4250 words) Dissertation
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT