UGC Approved Journal no 63975(19)

ISSN: 2349-5162 | ESTD Year : 2014
Call for Paper
Volume 11 | Issue 3 | March 2024

JETIREXPLORE- Search Thousands of research papers



WhatsApp Contact
Click Here

Published in:

Volume 9 Issue 3
March-2022
eISSN: 2349-5162

UGC and ISSN approved 7.95 impact factor UGC Approved Journal no 63975

7.95 impact factor calculated by Google scholar

Unique Identifier

Published Paper ID:
JETIR2203542


Registration ID:
321783

Page Number

f324-f331

Share This Article


Jetir RMS

Title

Impact of Digital and Social Media Marketing on Consumer Behaviour

Abstract

Penetration of internet in India after 2010 along with increase in number of smartphone users and their presence on social media and consumption of content due to low cost of internet is attracting companies to spend on Digital marketing of a large portion of the advertisement and e-commerce Budget. These expenses continue to grow as 77% firms reported an intention to increase investment in digital areas via Audio, Visuals, WOM, Sales promotion, Consumer services, Data Analytics. As the virtual world is the future of tomorrow, firms are using their strategies to capture a strong consumer base. This paper has shown the behavioral changes of the consumers in the digital era leading to decision to purchase. The psychology behind free samples or special offers create a sense of happiness to new, early retained, returning ones to come and boost sales and ultimately profitability thereto, has been backed by scientific research that free offerings creates Oxytocin, dropped palpitations, distressed in a human brain, has been a major revenue driver whether offline or online. Being the dynamic in nature of buyer and availability of options there occurs a sudden shift across brands varied by quality of product, pricing, influence of peer group. Influencers market has been expanding voraciously though the effect on purchase recommended still being associated with WOM, quality and other factors. India having multilingualism now needs advertisers to boost vernacular content on social media to capture the untapped market of potential consumers by inculcating the essence of different cultures and geographical expansions.

Key Words

Digital & Social Media, Consumer Behaviour, Offers, Switching, Influencers, Vernacular content

Cite This Article

"Impact of Digital and Social Media Marketing on Consumer Behaviour", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.9, Issue 3, page no.f324-f331, March-2022, Available :http://www.jetir.org/papers/JETIR2203542.pdf

ISSN


2349-5162 | Impact Factor 7.95 Calculate by Google Scholar

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 7.95 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Cite This Article

"Impact of Digital and Social Media Marketing on Consumer Behaviour", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.9, Issue 3, page no. ppf324-f331, March-2022, Available at : http://www.jetir.org/papers/JETIR2203542.pdf

Publication Details

Published Paper ID: JETIR2203542
Registration ID: 321783
Published In: Volume 9 | Issue 3 | Year March-2022
DOI (Digital Object Identifier):
Page No: f324-f331
Country: , , .
Area:
ISSN Number: 2349-5162
Publisher: IJ Publication


Preview This Article


Downlaod

Click here for Article Preview

Download PDF

Downloads

000337

Print This Page

Current Call For Paper

Jetir RMS