An Effect of Digital Advertising on Consumer's Behavior
Research Paper by Dr. Kalpesh R. Rakholia
Author: Dr. Kalpesh R. Rakholia
Research Area: Digital Advertising, Digital Marketing and Consumer Behavior
Journal: SORATH: E-Journal – A National Peer Reviewed Referred E-Journal
Issue: Issue-31, April 2021
ISSN: 2457-0109
Pages: 20–30
Institution: Shri Patel Kelavani Mandal College of Technology & B.Ed., Junagadh
About the Research Paper
An Effect of Digital Advertising on Consumer's Behavior is a research paper by Dr. Kalpesh R. Rakholia that examines the importance of digital advertising and digital marketing in influencing consumer behavior and purchasing decisions.
The paper discusses digital marketing as a method of promoting products and services through digital technologies, particularly the Internet, mobile devices, display advertising and other digital media.
The study focuses on the growing importance of digital channels in the purchasing process and examines consumer awareness, product preferences and the relationship between digital channels and consumer buying decisions.
Abstract
The research paper highlights digital marketing as an important component of modern commerce. It discusses how digital marketing enables businesses to reach consumers quickly, promote products and services, and measure consumer responses to marketing campaigns.
The paper also examines the importance of digital channels in contemporary marketing and their relevance to both consumers and advertisers.
Objectives of the Study
- To study consumer familiarity with digital marketing.
- To analyze the impact of digital marketing on purchase decisions.
- To study the types of products purchased through digital channels.
- To investigate the effect of digital marketing on purchase decisions.
Research Methodology
The study uses both primary and secondary data. Primary data was collected through a structured questionnaire from respondents in the selected geographical area.
The paper reports a sample size of 50 respondents for the pilot study and uses a non-probability convenience sampling technique. The study focuses on respondents from Junagadh city.
The questionnaire included open-ended and closed-ended questions. The collected data was analyzed using the chi-square test.
Key Areas Examined in the Study
- Awareness of digital marketing
- Digital channels used by consumers
- Consumer purchase decisions
- Types of products purchased through digital channels
- Consumer satisfaction
- Relationship between demographic factors and digital purchasing behavior
Major Findings
The study reports that consumer awareness of digital channels exists irrespective of educational qualification. It also examines whether monthly income is associated with the types of products consumers prefer to purchase through digital channels.
The paper's chi-square analysis reports that educational qualification was not associated with awareness about digital channels. Similarly, monthly income was reported as not associated with the type of product preferred through digital channels.
The study also examines the relationship between digital channels and changes in consumer opinion regarding purchasing decisions. For the fourth hypothesis, the reported chi-square result led to rejection of the null hypothesis and the paper concludes that customer loyalty/satisfaction is associated with digital channels.
Conclusion
The research concludes that digital marketing has become an important part of the marketing strategy of many organizations. Digital marketing provides businesses, including small businesses, with opportunities to promote products and services using websites, mobile devices, social media, email and other digital platforms.
The study further observes that consumers are aware of digital channels and use them for purchasing different types of products. The paper identifies opportunities for further research using larger geographical areas to obtain more comprehensive results concerning digital channels and consumer purchase decisions.
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Research Paper Citation
Rakholia, K. R. (2021). An Effect of Digital Advertising on Consumer's Behavior. SORATH: E-Journal, Issue-31, April 2021, 20–30. ISSN 2457-0109.
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