Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Book Chapter Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource The Impact of Digital Marketing Strategies on Customer Attitude and Purchase Intention Towards Electronic Gadgets: A Study on Indian Students Subject The topic of the resource Content marketing; Digital marketing strategies; Email marketing; Search engine advertising; Social media Description An account of the resource 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. Creator An entity primarily responsible for making the resource Addlin Pooviga C.; Ramprabha K.; Saxena S.; Vinnarasi B.; Krishnamoorthi M. Source A related resource from which the described resource is derived Studies in Systems, Decision and Control, Vol-555, pp. 849-856. Publisher An entity responsible for making the resource available Springer Science and Business Media Deutschland GmbH Date A point or period of time associated with an event in the lifecycle of the resource 2025-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1007/978-3-031-67890-5_76" target="_blank" rel="noreferrer noopener">https://doi.org/10.1007/978-3-031-67890-5_76</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85210148763&amp;doi=10.1007%2F978-3-031-67890-5_76&amp;partnerID=40&amp;md5=13b1d3df95fbe36f7a8b54befe7ee0c7" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85210148763&amp;doi=10.1007%2f978-3-031-67890-5_76&amp;partnerID=40&amp;md5=13b1d3df95fbe36f7a8b54befe7ee0c7</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 21984182 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Book chapter Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant 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