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Husbaan ABRP

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7 views3 pages

Husbaan ABRP

research paper

Uploaded by

bipulhans99
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Analytics Based Research Project on

“The Influence of Digital Marketing on Consumer Behavior”

Submitted to

School of Business and Management, Lavasa,

in Partial Fulfilment for the Award of

BACHELOR OF BUSINESS ADMINISTRATION(BUSINESS

ANALYTICS)

By

Mohammad Husbaan Zehgeer

22111633

Under the guidance of

Dr. Sharad Gupta

Christ Deemed to be University

Lavasa, Pune

2024
Introduction to the topic

Digital Marketing often referred to as online marketing, is the promotion or marketing of a


brand or company online using a multitude of channels. Some common digital channels
might include your website, search engines, social media, online video, and paid ads.
Customers intersect many digital channels in their day-to-day lives and marketing is about
showing up where they're at with the right message at just the right time.

The rapid evolution of digital marketing has transformed how businesses engage with
consumers, offering unprecedented opportunities to connect in more personalised and
targeted ways. With the rise of internet penetration, social media platforms, and advanced
data analytics, companies can now reach their target audiences through a variety of digital
channels. Strategies such as targeted advertising, social media marketing, and personalised
content have become fundamental to shaping consumer behaviour. These methods allow
marketers to craft campaigns that resonate with consumers' preferences, needs, and interests,
thereby influencing their purchase decisions. Due to the rise and popularity of this new
media, the marketers are providing information and advertising campaigns to their consumers
by utilising digital innovation for the last decade and it has now become very easy to build
brand sustainability through digital media advertising (Deighton & Kornfeld, 2007).

This study explores the impact of these digital marketing strategies on consumer behaviour.
Specifically, it aims to understand how consumers respond to targeted advertisements, social
media engagement, and personalised content. The research will examine the psychological
and behavioural changes driven by digital marketing efforts, shedding light on how these
strategies influence awareness, consideration, and purchase intentions.

This research aims to analyse how digital marketing strategies—specifically targeted ads,
social media engagement, and personalised content—influence consumer behaviour. It aims
to understand the psychological and behavioural responses of consumers to these strategies
and how they shape decision-making processes, brand perception, and purchase intentions.
The study will also explore the effectiveness of digital marketing in fostering customer
engagement, loyalty, and long-term relationships with brands. By analysing consumer
responses, the research seeks to provide insights that can help marketers optimise their digital
strategies to enhance customer satisfaction and business outcomes.
Theoretical Background

Digital marketing's influence on consumer behaviour can be explained through various


theories rooted in marketing, psychology, and economics. One of the most relevant is the
Consumer Decision-Making Process, which comprises stages such as need recognition,
information search, evaluation of alternatives, purchase decision, and post-purchase
behaviour. Digital marketing strategies directly influence this process by providing tailored
information and promotions that can sway consumers at each stage. Digital media channels
provide ample opportunities to the marketers to communicate, influence and convert users to
customers. But provided the growing competition and proliferation of new media channels it
is imperative for the marketers to look into the finer details that will help save incorrect
investment and bring better profitability. (Carlsonetal.,2020) (p. 104)

Another critical theory is The Theory of Planned Behavior (TPB), which suggests that an
individual's behaviour is driven by their intention, which is influenced by their attitude
toward the behaviour, subjective norms, and perceived behavioural control. Digital marketing
efforts, particularly through social media and targeted ads, can shape attitudes and norms,
thereby influencing consumer intent and subsequent actions. (George, 2004) stated “As for
the behaviour studied, Internet purchasing, the findings imply that consumers are swayed
more by their perceptions about the trustworthiness of the Internet than by concerns they
might have about unauthorised use of their personal information by Internet merchants.” (p.
207)

In the context of digital marketing, The Elaboration Likelihood Model (ELM) offer
valuable insights into how consumers process and respond to digital content. Digital
marketing campaigns utilise both the central route and the peripheral route to influence
consumer behaviour. The central route is engaged when consumers are highly interested in
the product or message, leading them to process information deeply and critically. For
example, in-depth product reviews or detailed blog posts about a product engage consumers
at this level. In contrast, the peripheral route targets consumers with lower involvement,
where decisions are influenced by superficial factors like the visual appeal of an ad, social
media likes, or the endorsement of an influencer. Digital marketing often employs a
combination of both routes—using compelling visuals and influencer endorsements
(peripheral) alongside informative content (central) to persuade consumers.

Personalization Theory in Digital Marketing is a powerful tool in digital marketing,


allowing brands to tailor their messages based on consumer data, preferences, and past
behaviour. This theory posits that consumers are more likely to interact with and respond
positively to content that is relevant and personalised to their individual needs. By delivering
tailored ads, customised product recommendations, and personalised email campaigns,
brands create a sense of personal connection with consumers. This strategy taps into the
consumer's need for relevant information and enhances engagement, leading to higher
conversion rates and loyalty.

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