“INFLUENCE OF DIGITAL MARKETING AND BRAND

MANAGEMENT TOWARDS CONSUMER PURCHASING

DECISION.”

Synopsis is submitted in partial fulfilment of the requirements for the award of

the degree of
MASTER OF BUSINESS ADMINISTRATION
OF
BANGALORE UNIVERSITY

BY
PRANAV P R
P03AA22M004045
UNDER THE GUIDANCE OF
Dr. VIGNESH RAJENDRAN BBM,BA,PHD
ASSISTANT PROFESSOR

ACHARYA BANGALORE B SCHOOL

Bangalore University
2024

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“Influence of Digital marketing and Brand Management towards consumer purchasing
decision.”

Introduction

In today's rapidly evolving marketplace, digital marketing and brand management have
emerged as pivotal strategies for businesses aiming to influence consumer purchasing
decisions. The proliferation of internet access, mobile devices, and social media platforms
has fundamentally transformed how consumers interact with brands and make buying
choices. Gone are the days when traditional advertising alone could shape consumer
behavior; now, brands must engage their audience through digital platforms to remain
competitive and relevant.

Digital marketing refers to the use of digital channels, such as search engines, social media,
email, and websites, to promote products or services. It enables brands to reach a broader
audience, target specific consumer segments, and measure the effectiveness of their
campaigns in real time. The interactivity and personalization that digital marketing offers
create deeper connections between consumers and brands. Techniques such as search engine
optimization (SEO), content marketing, influencer partnerships, and data analytics allow
businesses to understand and respond to the needs and preferences of their target audience
with greater precision than ever before.

Simultaneously, Brand management has evolved to complement digital strategies. It

encompasses the process of building, maintaining, and improving a brand’s image, identity,
and reputation over time. Effective brand management not only enhances consumer trust and
loyalty but also positions a company’s products or services in a way that resonates with the
desired audience. The integration of digital marketing with brand management has become
essential for brands to maintain consistency across multiple platforms, ensuring that their
messaging is cohesive and reflects the core values of the company.

The influence of digital marketing and brand management on consumer purchasing decisions
is profound. With the availability of vast amounts of information online, consumers today are
more informed, making decisions based on reviews, recommendations, and online content.
Brands that strategically manage their online presence and engage with consumers on digital

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platforms can significantly impact the buyer's journey, from awareness to consideration to
purchase.

As a result, businesses that effectively leverage both digital marketing and brand
management are better positioned to shape consumer perceptions, foster brand loyalty, and
drive purchasing decisions. This synergy between digital tools and brand identity is a key
factor in achieving long-term success in today’s dynamic market environment.

Review of literature

 Al-Azzam, Abdel Fattah, and Khaled Al-Mizeed. (2021):

Al-Azzam and Al-Mizeed's study examines the impact of digital marketing on
consumer purchasing decisions in Jordan. It explores how online advertising, social
media engagement, and other digital marketing tools influence customer behavior,
highlighting the significance of digital platforms in shaping consumer preferences and
purchase outcomes.
 Alwan, M., & Alshurideh, M. (2022). Alwan and Alshurideh (2022) explore the
influence of digital marketing on consumers' purchase intentions, with a focus on the
moderating role of brand equity. The study demonstrates that effective digital
marketing strategies significantly impact purchase intention, and strong brand equity
further enhances this relationship.
 Bachri, S., Putra, S. M., Farid, E. S., Darman, D., & Mayapada, A. G. (2023).
Bachri et al. (2023) analyze how digital marketing affects customer satisfaction, with
purchase decisions serving as a mediator. The study finds that effective digital
marketing strategies positively influence customer satisfaction by driving favorable
purchase decisions, highlighting the crucial role of well-implemented digital
marketing in enhancing customer experiences.

 Francis, U. O., Haque, R., Rahman, A., Al-Hunaiyyan, A., Al-Ainati, S.,
Lokman, F. Z. A., & Isa, M. B. M. (2023).
Francis et al. (2023) examine the impact of digital marketing on consumer purchasing
behavior, highlighting how various digital marketing strategies shape consumer
decisions. The study emphasizes the significant role of online engagement, targeted
advertising, and digital platforms in influencing consumers' purchase choices and
overall buying behavior.

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 Godwin, E. U. (2019).
Godwin (2019) conducts an empirical analysis on the effect of digital marketing on
consumer buying behavior. The study explores how digital marketing strategies such
as social media, email marketing, and online advertisements influence consumer
preferences, decision-making, and purchasing actions, revealing a strong impact on
modern consumer behavior.
 Hertina, D., Novtrianti, N., & Sukmawati, S. (2022).
Hertina, Novtrianti, and Sukmawati (2022) analyze the factors influencing buying
decisions, focusing on brand image, price, and digital marketing. The study reveals
that these three elements significantly affect consumers' purchasing decisions, with
digital marketing playing a crucial role in enhancing brand perception and driving
purchase intentions.
 Mahalaxmi, K. R., & Ranjith, P. (2016). Al-Azzam, Abdel Fattah, and Khaled
Al-Mizeed. " (2021):
Mahalaxmi and Ranjith (2016) examine the influence of digital marketing on
customer purchase decisions in Trichy. The study explores various digital marketing
strategies and their effectiveness in shaping consumer behavior, revealing a
significant impact on decision-making processes, including awareness, engagement,
and purchasing actions.
 Mulyani, O., & Hermina, N. (2023).
Mulyani and Hermina (2023) investigate the effects of digital marketing and brand
awareness on enhancing brand image and their impact on purchasing decisions. The
study highlights how effective digital marketing strategies and strong brand awareness
positively influence brand image, leading to increased consumer purchasing
decisions.

 Suleman, D., Rusiyati, S., Sabil, S., Hakim, L., Ariawan, J., Wianti, W., &
Karlina, E. (2022).
Suleman et al. (2022) explore how shifts in the marketing landscape, driven by digital
marketing, impact purchase decisions. The study highlights how digital marketing
strategies, such as social media engagement and online advertising, effectively
influence consumer behavior, leading to increased purchase decisions in the evolving
digital era.

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  Zulfikar, T., Aprianti, I., & Rachmawati, E. (2022). Zulfikar, Aprianti, and
Rachmawati (2022) investigate the role of digital marketing and brand image in
increasing consumer purchase interest. The study finds that effective digital marketing
strategies and a strong brand image significantly enhance consumer interest,
ultimately driving higher purchase intent and engagement with the brand.

Proposed title of the study

“INFLUENCE OF DIGITAL MARKETING AND BRAND MANAGEMENT

TOWARDS CONSUMER PURCHASING DECISION.”

Need for the Study

 Changing Consumer Behavior: With the rise of digital platforms, consumer

purchasing decisions are increasingly influenced by online content, making it crucial
to understand how digital marketing shapes these behaviors.
 Brand Loyalty and Trust: Effective brand management in digital spaces can build
consumer trust and foster loyalty, impacting long-term purchasing patterns.
 Competitive Advantage: Businesses need to leverage digital marketing to stay
competitive, as it allows for personalized engagement and targeted communication
with potential buyers.

Objectives of the study

Primary Objective:

1. To Analyze the Impact of Digital Marketing

Secondary Objectives:

1. To Evaluate Brand Management Practices

2. To Explore Consumer Perceptions and purchasing decisions
3. To assess how digital marketing and brand management affect of consumer
purchasing decisions.

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 Scope of the study

 Geographical Focus: The study will primarily focus on consumers within a

specific region or country, providing insights into local market dynamics and
cultural influences on purchasing decisions.
 Digital Marketing Channels: It will examine various digital marketing channels,
including social media, email marketing, and search engine optimization, to
understand their individual contributions to consumer behavior.
 Brand Management Strategies: The research will explore different brand
management strategies employed by businesses in the digital landscape, assessing
their effectiveness in building brand loyalty and consumer trust.

Research Methodology

 Research Design:
Descriptive Research Design
The study will utilize a descriptive research design to systematically describe the
characteristics of the consumer population and their purchasing behaviors. This
approach enables the collection of quantitative data that provides insights into
how digital marketing and brand management influence consumer decisions.
1. Sampling Design:
Convenient Sampling Technique
A convenient sampling technique will be employed to select participants who are
easily accessible and willing to participate in the study. This method facilitates the
efficient collection of data from a diverse group of consumers, ensuring that the
sample reflects a range of perspectives on digital marketing and brand
management.
2. Data Analysis

Data will be analyzed using various statistical techniques:

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 Correlation: This will identify relationships between digital marketing efforts and
consumer purchasing decisions, revealing the strength and direction of these
associations.
 Percentage: Percentages will quantify responses, helping to summarize the data and
highlight trends in consumer behavior.
 Regression: Regression analysis will assess the impact of digital marketing and brand
management on purchasing decisions, determining the extent to which these factors
predict consumer behavior.
 Chi-Square: This statistical test will examine the independence of categorical
variables, helping to understand if consumer demographics significantly influence
purchasing decisions.
 ANOVA: Analysis of Variance (ANOVA) will be used to compare means across
different groups, allowing for the examination of differences in purchasing behavior
based on various marketing strategies and brand management practices.

3. Instruments
The primary instrument for data collection will be an online questionnaire, designed
to capture key factors such as social media usage frequency, trust in influencers,
social proof, and buying behavior. For qualitative data, an interview guide will be
developed to steer discussions around the key aspects of social media’s impact on
consumer purchases.
4. Limitations

The study will focus on the specific demographic areas and may not generalize to the
broader population additionally, self-reported data may be subject to biases like
overestimation or underreporting use of digital marketing and purchasing habits

1. Data Collection Methods

2. Primary data source

Surveys method

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 Questionnaire method

3. Secondary source of data

Journals

Newspapers

Plan of analysis

The plan of analysis for the study on how social media influences consumer purchasing
decisions in online shopping will involve both quantitative and qualitative data analysis
methods. Here is the step-by-step approach:

1. Data Preparation
2. Descriptive Statistics (Quantitative)
3. Inferential Statistics (Quantitative)
4. Thematic Analysis (Qualitative)
5. Comparative Analysis
6. Content Analysis
7. Interpretation of Results

By following this structured plan of analysis, the study aims to offer a comprehensive
understanding of how online shopping behavior is shaped by social media influences.

Limitations of the study

 Sample Size Constraints: The use of a convenient sampling technique may lead
to a limited sample size, which may not fully represent the broader consumer
population, potentially affecting the generalizability of the findings.
 Subjectivity in Responses: The study relies on self-reported data, which may
introduce bias as participants might provide socially desirable answers rather than
reflecting their true behaviors and opinions.

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  Dynamic Digital Environment: The rapidly evolving nature of digital marketing
and brand management practices may result in findings that quickly become
outdated, limiting the long-term applicability of the research conclusions.
 Focus on Specific Demographics: The study may concentrate on particular
demographic groups, which could overlook the diverse influences of age, culture,
and socio-economic factors on purchasing decisions, thus narrowing the scope of
insights gained.

Chapter Scheme

 Chapter One: Introduction

 Chapter Two: Review of literature & Research design
 Chapter Three: Profile of the Organisation & respondents.
 Chapter Four: Data Analysis and Interpretation
 Chapter Five: Findings, Suggestions, and Conclusion
o Bibliography
o Appendices / Annexure
o Questionnaire

Bibliography

 Al-Azzam, A. F., & Al-Mizeed, K. (2021). The effect of digital marketing on

purchasing decisions: A case study in Jordan. The Journal of Asian Finance,
Economics and Business, 8(5), 455-463.
 Alwan, M., & Alshurideh, M. (2022). The effect of digital marketing on purchase
intention: Moderating effect of brand equity. International Journal of Data and
Network Science, 6(3), 837-848.
 Bachri, S., Putra, S. M., Farid, E. S., Darman, D., & Mayapada, A. G. (2023). The
digital marketing to influence customer satisfaction mediated by purchase
decision. Jurnal Aplikasi Manajemen, 21(3), 578-592.
 Francis, U. O., Haque, R., Rahman, A., Al-Hunaiyyan, A., Al-Ainati, S., Lokman, F.
Z. A., & Isa, M. B. M. (2023). The Impact of Digital Marketing on Consumer
Purchasing Behaviour. International Journal of Operations and Quantitative
Management, 29(2).
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 Godwin, E. U. (2019). An empirical analysis on effect of digital marketing on
consumer buying behaviour. Ahmadu Bello University, Zaria, Nigeria.
 Hertina, D., Novtrianti, N., & Sukmawati, S. (2022). Analysis of buying decision
levels based on brand image, price, and digital marketing. International Journal of
Business Ecosystem & Strategy (2687-2293), 4(1), 87-94.
 Mahalaxmi, K. R., & Ranjith, P. (2016). A study on impact of digital marketing in
customer purchase decision in Trichy. International Journal for Innovative Research
in Science & Technology, 2(10), 332-338.
 Mulyani, O., & Hermina, N. (2023). The Influence of Digital Marketing and Brand
Awareness on Increasing Brand Image and its Impact on Purchasing
Decisions. Prisma Sains: Jurnal Pengkajian Ilmu dan Pembelajaran Matematika dan
IPA IKIP Mataram, 11(1), 132-145.
 Suleman, D., Rusiyati, S., Sabil, S., Hakim, L., Ariawan, J., Wianti, W., & Karlina, E.
(2022). The impact of changes in the marketing era through digital marketing on
purchase decisions. International Journal of Data and Network Science, 6(3), 805-
812.
 Zulfikar, T., Aprianti, I., & Rachmawati, E. (2022). Digital marketing and brand
image to increase consumer purchase interest. Jurnal Manajemen Industri dan
Logistik (JMIL), 6(1), 21-29.

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