A Research Paper on Digital Marketing Communication and Consumer Buying Decision Process: An Empirical Study in the Indian Passenger Car Market

Dahiya, Rekha; Gayatri,

doi:10.1080/08911762.2017.1365991

Cited by 68 publications

(48 citation statements)

References 54 publications

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“…Hence, digitalization of marketing fuels the buying process in all its stages ( Dahiya, 2018 ), from attraction to loyalty ( Baye et al., 2015 ; Seitz et al., 2017 ; Jun et al., 2014 ; Melis et al., 2015 ), but concrete analytical guidance is sparse. In particular, regarding the optimization of investment in advertising and marketing, which has been addressed by several authors ( Bagwell, 2007 ; Corfman and Lehmann, 1994 ; Cooper and Nakanishi, 1988 ; Eryigit, 2017 ; Kienzler and Lischka, 2015 ; Wierenga, 2008 ), the nature of DIM changes the cost structure of advertising and marketing ( Frohmann, 2018 ).…”

Section: Introductionmentioning

confidence: 99%

Digital inbound marketing: Measuring the economic performance of grocery e-commerce in Europe and the USA

Erdmann

Casado

2021

Technological Forecasting and Social Change

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Highlights Leading grocery e-commerce are optimizing Digital Inbound Marketing (DIM) in line with economic theory. E-commerce born on the Internet show a higher DIM-efficiency than click and mortar firms; and less volatile behaviour. The cost advantage in SEO is in general held by the national market leader. US and UK e-commerce best in user attraction under optimal resource allocation; US with consolidated cost structure. Big data tools together with optimization criteria from analytical models allow to control and adjust investment in DIM.

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Section: Introductionmentioning

confidence: 99%

Digital inbound marketing: Measuring the economic performance of grocery e-commerce in Europe and the USA

Erdmann

Casado

2021

Technological Forecasting and Social Change

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“…The primary reasons for this are multi factoral and include lower overall levels of education, less experience in traditional marketing practices, etc. In particular, overcoming the constructs of traditional marketing enables businesses to focus on digital marketing or communication through social media (Smith and Zook, 2016;Andaç et al, 2016;Kaur and Sandhu, 2017;Finne and Gronroos, 2017;Dahiya and Gayatri, 2018). Communication in traditional marketing is more static while that in digital marketing is more dynamic due to the use of social media platforms, in particular Facebook.…”

Section: Introductionmentioning

confidence: 99%

Digital Marketing Communication in Developing Countries

2020

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Digital marketing has made significant progress in recent years, in all countries, both developed and developing. Many local and international companies have largely placed their marketing activities in the digital environment. Now, the COVID-19 pandemic has made it even more important for many companies and consumers to conduct marketing, buying and selling activities through social media. Like companies, consumers are changing their buying behaviours by focusing more on social media, from which they are providing the necessary and sufficient information about all the products and services that are marketed online. This paper is of particular importance because it addresses the issue of digital marketing activities in the Western Balkans region, specifically the behaviour of consumers from countries of this region on social media. From the results of the paper, it can be concluded that consumers from these countries are quite engaged in social media, where they receive the necessary information for different products and services, follow the activities of different companies, etc.

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“…"Google Analytics" has highest Mean score is 3.64 and "Todoist" Lowest mean 1.40 value. According to data analysis Serial number or Item number 57, 50,66,58,64,55,72,59,19,25,71,49,36,21,46,68,38,45,48,60,13,54,6,15,62,14,56,63,61,70,12,11,30,3,44, 51 and mean score was below 2.93 are "not important" tools in digital marketing. Serial number or Item number 38,32,44,41,54,68,5,39,46,53,60,67,74,7,13,21,34,62,69,27,42,4,26,40,45,52,73,…”

Section: Responses Analysismentioning

confidence: 99%

“…Serial number or Item number 48,49,58,30,33,59,65,56,16,62,47,25,40,5,15,39,46,53,60,67,74,8,44,27,18,68,43,64,71,20,1,2,8,35,42,63,70,11 and mean score was between 2.21 to 2.48 are "fifty-fifty important" tools in digital marketing. Serial number or Item number 9, 2,29,17,6,4,52,23,24,10,3,22,37,51,5,18,39,53,43,35,8,16,25,66,…”

Section: Responses Analysismentioning

confidence: 99%

Study of Digital Marketing and Useful Tools Used by Specialist.

DevendraMohite¹,

Nej²

2019

IJAR

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Market demand, winning from computation and accurate result need in business. Digital Marketing activity turns business in very well position. A Specialist used various methods for wins in the market by using technology. The Digital world is complicated. The customer or consumer is smart. Most they are internet users. Recent Technology is trying to reach or catch the maximum customer or consumer. There are various own developed or third party based technique or tools or software used to achieve the accurate target audience. This paper shows that most important digital marketing tools used by the specialist or practitioner in his/ her practice. 50 companies are selected who are special in the digital marketing service provider from Pune city and 500 respondents are taken as sample from selected companies, who are special in digital marketing work. Primary and secondary data was used for data. Reviewed frequently used digital marketing tools and some of them are selected for research study that are Hubspot,

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A Research Paper on Digital Marketing Communication and Consumer Buying Decision Process: An Empirical Study in the Indian Passenger Car Market

Cited by 68 publications

References 54 publications

Digital inbound marketing: Measuring the economic performance of grocery e-commerce in Europe and the USA

Digital inbound marketing: Measuring the economic performance of grocery e-commerce in Europe and the USA

Digital Marketing Communication in Developing Countries

Study of Digital Marketing and Useful Tools Used by Specialist.

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