The Impact of Digital Marketing on Consumer Buying Decisions in the Georgian Market

David Sikharulidze () and Gvantsa Tsikhiseli ()
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David Sikharulidze: East European University
Gvantsa Tsikhiseli: East European University

A chapter in Chances and Challenges of Digital Management, 2023, pp 121-130 from Springer

Abstract: Abstract The main goal of the research is to find out what influence different mechanisms of digital marketing have on the consumer's buying decision. The purpose of the research is to analyze different platforms and find out how they work in the Georgian market. This study investigates digital marketing channels, including, mobile marketing, social media marketing, and email marketing. It examines how various channels affect consumers purchasing decisions in the Georgia market. Questionnaires were compiled based on a simple sampling technique. 200 questionnaires were distributed and 104 completed copies were collected, excluding those that were not filled in completely. The findings of this study showed that digital marketing, including that done through Gmail, social media, and mobile platforms, has a significant influence on consumer purchasing decisions. As the research results showed, In order to maintain their competitiveness in the modern business environment, organizations should develop strategies to use the digital world and technology to influence customer buying decisions.

Keywords: Digital marketing; Social Media; Mobile; E-mail Marketing (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-45601-5_12

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DOI: 10.1007/978-3-031-45601-5_12

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