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

摘要

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.