EXPLORING THE IMPACT OF DIGITAL MARKETING ON CUSTOMER BEHAVIOR: A QUANTITATIVE STUDY FOR ONLINE RETAILERS

Jeziel Charlote M. Belen ()
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Jeziel Charlote M. Belen: San Pablo Colleges, San Pablo City, Philippines

Malaysian E Commerce Journal (MECJ), 2023, vol. 8, issue 2, 75-79

Abstract: This quantitative research investigates the transformative influence of digital marketing on customer behavior within the context of online retail. In a time where consumer interactions are heavily reliant on the digital landscape, it is critical for businesses to comprehend the intricacies of this relationship in order to manage and benefit from the always changing market trends. This study examines the relationship between various digital marketing strategies and the ensuing changes in consumer behavior using a survey questionnaire. The questionnaire contains various questions about the experiences of customers using online platforms. With the questionnaire being divided into sections that helps accurately determine the impact of digital marketing and use of online platforms on customer behavior. The questionnaire includes the experience on using digital platforms, advantages, and the effects on consumer in terms of purchase decisions. By analyzing data collected from a select group of respondents, the goal is to find patterns, trends, and important factors that influence consumers’ decisions when they shop online. The study’s conclusions add to the understanding of how digital marketing affects consumer behavior and provide online businesses with practical advice on how to improve customer engagement in a market that is becoming more and more competitive.

Keywords: Digital Marketing; Customer Behavior; Online Retailers; Online Platforms; Digital Media (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:zib:zbmecj:v:8:y:2023:i:2:p:75-79

DOI: 10.26480/mecj.02.2024.75.79

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