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The Impact of Digital Marketing on Exploratory Buying Behavior Tendencies (EBBT)

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Re-imagining Diffusion and Adoption of Information Technology and Systems: A Continuing Conversation (TDIT 2020)

Part of the book series: IFIP Advances in Information and Communication Technology ((IFIPAICT,volume 617))

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Abstract

A marketing study is not complete without studying the buyer’s behavior. With more people moving to the digital platform for day to day purposes, digital marketing is gaining momentum like never before. Hence this study aims to study the effect of digital marketing on Exploratory Buying Behavior Tendencies (EBBT) of the consumers. Since the ambit of digital marketing ambit is huge, only internet marketing, mobile marketing, E-Mail marketing and Social media marketing were taken for the study. Data from 110 respondents were collected and the results were analyzed using weighted average, correlation and regression. The study concludes that out of the four components in digital marketing, internet marketing has the highest influence on consumers as they buy products.

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Authors and Affiliations

  1. Ethiraj College for Women, No; 70, Ethiraj Salai, Egmore, Chennai, 600008, India

    K. K. Roshni, T. Shobana & R. Shruthi

Authors
  1. K. K. Roshni
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  2. T. Shobana
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  3. R. Shruthi
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Corresponding authors

Correspondence to K. K. Roshni , T. Shobana or R. Shruthi .

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Editors and Affiliations

  1. Indian Institute of Management Tiruchira, Tiruchirappalli, India

    Sujeet K. Sharma

  2. Swansea University, Swansea, UK

    Yogesh K. Dwivedi

  3. Indian Institute of Management Nagpur, Nagpur, India

    Bhimaraya Metri

  4. University of Bradford, Bradford, UK

    Nripendra P. Rana

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© 2020 IFIP International Federation for Information Processing

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Roshni, K.K., Shobana, T., Shruthi, R. (2020). The Impact of Digital Marketing on Exploratory Buying Behavior Tendencies (EBBT). In: Sharma, S.K., Dwivedi, Y.K., Metri, B., Rana, N.P. (eds) Re-imagining Diffusion and Adoption of Information Technology and Systems: A Continuing Conversation. TDIT 2020. IFIP Advances in Information and Communication Technology, vol 617. Springer, Cham. https://doi.org/10.1007/978-3-030-64849-7_45

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  • DOI: https://doi.org/10.1007/978-3-030-64849-7_45

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-64848-0

  • Online ISBN: 978-3-030-64849-7

  • eBook Packages: Computer ScienceComputer Science (R0)

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