The Impact of Digital Marketing Strategies on Customer Attitude and Purchase Intention Towards Electronic Gadgets: A Study on Indian Students
- Title
- The Impact of Digital Marketing Strategies on Customer Attitude and Purchase Intention Towards Electronic Gadgets: A Study on Indian Students
- Creator
- Addlin Pooviga C.; Ramprabha K.; Saxena S.; Vinnarasi B.; Krishnamoorthi M.
- Description
- A portion of a companys long-term strategy should be devoted to digital marketing transformation. It is a challenging task to select the effective marketing strategy when conducting business in modern digital world. This study seeks to elucidate the influences of digital marketing strategy forms on customer attitude and purchase intention of students towards electronic gadgets. The relationship between four digital marketing strategies such as search engine advertising, social media, content marketing and email marketing towards customer attitudes and purchase intention was investigated in accordance with hypotheses, 225 students from Bangalore city, India, who had experience in online purchase of electronic gadgets comprised as a research sample. The relationship among the selected variables are tested with help of Correlation, ANOVA and regression analysis. The study conclude that there is an impact of various forms of digital marketing strategies on customers attitude and the purchase intention of young (Students) customer. The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.
- Source
- Studies in Systems, Decision and Control, Vol-555, pp. 849-856.
- Date
- 2025-01-01
- Publisher
- Springer Science and Business Media Deutschland GmbH
- Subject
- Content marketing; Digital marketing strategies; Email marketing; Search engine advertising; Social media
- Coverage
- Addlin Pooviga C., Department of Business Administration, St. Thomas College of Arts and Science, Chennai, India; Ramprabha K., Department of Business Administration, St. Thomas College of Arts and Science, Chennai, India; Saxena S., Department of Marketing, IESs Management College and Research Centre, Mumbai, India; Vinnarasi B., Department of Commerce, Christ Deemed to be University, Bengaluru, India; Krishnamoorthi M., Faculty of Commerce and Management, Kristu Jayanti College (Autonomous), Bengaluru, India
- Rights
- Restricted Access
- Relation
- ISSN: 21984182
- Format
- Online
- Language
- English
- Type
- Book chapter
Collection
Citation
Addlin Pooviga C.; Ramprabha K.; Saxena S.; Vinnarasi B.; Krishnamoorthi M., “The Impact of Digital Marketing Strategies on Customer Attitude and Purchase Intention Towards Electronic Gadgets: A Study on Indian Students,” CHRIST (Deemed To Be University) Institutional Repository, accessed February 24, 2025, https://archives.christuniversity.in/items/show/17509.