| dc.description.abstract | This thesis examines how digital marketing affects consumers' purchasing behavior. More specifically, it seeks to comprehend and examine how information systems have been adapted in digital marketing and how this has affected consumer choices. To achieve these goals, a thorough analysis of current ideas and exploratory primary research were developed.
An online survey experiment with customers served as the core of the quantitative study. We received a total of 110 responses, the majority of which were from the target demographic of university students. To understand the buying process and the aspects that consumers prioritize more when deciding whether to make an online purchase, we developed nine constructs.
The findings demonstrate that digital marketing has a higher influence on customers' purchasing behavior. In the study of our data, 6 hypotheses were confirmed, whereas 3 were not. According to our findings, consumers typically examine specific criteria to confirm the source after viewing digital ads and before making any decision for an online purchase, such as authenticity, trust, risk of return, website and content quality, product review options, and risk of card information theft.
This indicates that customers' choices influence their willingness to believe in digital marketing in a positive way. The study also identified limitations, practical implications, and future directions for consumer digital marketing research. | |
