This document summarizes literature on factors impacting digital marketing. It discusses how digital marketing utilizes various digital channels like websites, social media, email marketing and mobile marketing to build brands and promote products. Several studies examined in the literature found that factors like target markets, content, social media, budget and technology impact digital marketing effectiveness from a marketer's perspective. Demographic factors like age, gender and income also influence levels of digital and social media engagement. The objective is to identify gaps in existing research on factors impacting digital marketing, particularly in the education sector.
Analyzing the opportunities of digital marketing in bangladesh to provide an ...IJMIT JOURNAL
The idea of marketing recently converging to Digital marketing and digital marketing is becoming the most effective means for building business-customer relationships with long-term loyalty. It is a matter of concern that how this convergence is taking place in developing countries like Bangladesh. In this paper, the impact of digital marketing on the customer engagement with products and brands is investigated using descriptive research method and is based on survey. This study attempts to find the most effective form of digital marketing in Bangladesh by taking responses using questionnaires from sample, which has been used as the primary data. This study aims to discover the factors that work background to make the customers loyal to the brand and to have a positive attitude toward brand. It also illustrates about the differences of traditional marketing and digital marketing and the changes brought by digital marketing in brands relationship marketing. Analysis of survey output shows that there is an overall positive influence of internet advertising on consumer purchase decision. It is recommended that companies should conduct a market research on different markets in various countries to identify more specific market related and regional factors.
The study examined the effects of digital marketing on consumer behaviour in selected states in
Nigeria. The sample for the study is made up of 378 purposively selected consumers and marketers in the study.
The data for the study was obtained using a structured questionnaire. Inferential statistics such as multiple
regression among others
Analyzing the opportunities of digital marketing in bangladesh to provide an ...IJMIT JOURNAL
The idea of marketing recently converging to Digital marketing and digital marketing is becoming the most effective means for building business-customer relationships with long-term loyalty. It is a matter of concern that how this convergence is taking place in developing countries like Bangladesh. In this paper, the impact of digital marketing on the customer engagement with products and brands is investigated using descriptive research method and is based on survey. This study attempts to find the most effective form of digital marketing in Bangladesh by taking responses using questionnaires from sample, which has been used as the primary data. This study aims to discover the factors that work background to make the customers loyal to the brand and to have a positive attitude toward brand. It also illustrates about the differences of traditional marketing and digital marketing and the changes brought by digital marketing in brands relationship marketing. Analysis of survey output shows that there is an overall positive influence of internet advertising on consumer purchase decision. It is recommended that companies should conduct a market research on different markets in various countries to identify more specific market related and regional factors.
The study examined the effects of digital marketing on consumer behaviour in selected states in
Nigeria. The sample for the study is made up of 378 purposively selected consumers and marketers in the study.
The data for the study was obtained using a structured questionnaire. Inferential statistics such as multiple
regression among others
The Effectiveness of Internet Marketing in Increasing the Reach and Awareness...Dr. Amarjeet Singh
The present research seeks to expound the effective
of Internet marketing in increasing the read and awareness of
consumers. Impatient the research conducted a good review
about the privies literature related to the study. It leads a brief
idea of the study before articulating the statement of the
problem. From the statement of the problem deducting the
researcher found that the social media , mobile apps and
internet marketing have Promina impact with the
effectiveness and in cornering the awareness of the consumer
.hence the research subdivided the research problem into four
different objective such translates the formation of the study
states that these is no significant relationship between level of
effectiveness and level of utilization of internet marketing on
consumer in kingdom of Bahrain . Further the research
employs multiple methodologies to a new conclusion on the
particular issue, the study used convening sampling method
combined with the spss software for data analyse.
The study aims to assess the Effectiveness of Internet
in Business to increase reach and awareness among consumers
in Bahrain. Data and correspondence innovation has changed
quickly in the previous 20 years with a key advancement being
the development of online networking. Business, which does
not utilize internet-based life, tends to lose on key client
base. The rise of social media means it’s unusual to find an
organization that does not reach its customers and prospects
through one social media platform or another. Companies see
the importance of using social media to connect with
customers and build revenue.
Businesses have realized they can use social media to generate
insights, stimulate demand, and create targeted product
offerings. This is important in traditional brick-and-motor
businesses, and, obviously, in the world of e-commerce.
In this research, to adequately address the research questions
a variety of data collection methods and instruments were
used such as questionnaire survey and t-test.
From the study, the researcher concluded that there is no
significant relationship between the Level of utilization &
Effectiveness of Internet marketing among consumers in
Bahrain. Therefore, the researchers accept the null
hypothesis.
The problems faced by the respondents on the Level
of utilization & Effectiveness of Internet marketing among
consumers in Bahrain is privacy, censorship and online
security. The Internet, social media, online advertising, mobile
apps etc. as a whole, can be seen as technology that has greatly
enhanced our lives but should be done responsibly.
The study reveals that the main reason for the growing importance of online marketing is increasing literacy about the internet among people. They have identified that the internet is truly advantageous through which they can serve their various purposes mainly social networking, online shopping & media sharing (photo, music, video). This efficacy of the internet has intensified their tendency of being online.
A critical reviewofdigitalmarketingijmra-14610Rajukumar510
LIFTED COMPETENCE offers in cooperation with the international Digital Marketing
Institute, the diploma program "Professional Diploma in Digital Marketing". The program is
offered in more than 40 countries and is accredited by Scottish Credit and Qualifications
Framework level 8. Several thousand participants have completed the program.
The training material is developed by leading experts such as Facebook, Ogilvy, Google
The study is to analyse the digital marketing techniques used by the customers with respect to construction industry. The study is done in order to gain knowledge about the utility of digital marketing in construction industry and to identify how effectively it can be used. The researcher circulated the questionnaire among the general public. The most preferred digital marketing technique in construction industry is found to be social media marketing. In future marketing agents of construction industry need to develop advertisements to be posted in social media websites.
New World of Marketing: Use of Social Networking SitesIOSRJBM
Among the various communications method used traditionally by an company is changed dramatically after the emergence of social media. Widely used tool to communicate with hundreds or even thousands of other people about products or product updations and the companies that provide them. As is evident from data available in public domain, social media is a blessing for the marketing fraternity in taking their brand to the masses. It also provides a major impact on consumer to consumer communications. This article argues that social media is a new tool of the promotion mix because in a traditional sense it enables companies to talk to their customers, while in a nontraditional sense it enables customers to talk directly to one another. This article provides managers with a better understanding of social media and a framework for incorporating it into their IMC strategies, thus more effectively communicating with their target markets
Hi, I did my master's programme at the prestigious university of Dundee. Do find my thesis report on the topic Digital marketing of Hilton Hotel in The Netherland. It was great. During my bachelor study at Hoge school Rotterdam, I wrote a thsis on Export of Martenal Mobile Hospital to Nigeria. I enjoyed my studies in The Netherlands and in Scotland as well.
A research study on the aspects of purchasing behaviour by Nasseth Nilar and Chrishankar Janathanan.
Research focuses on Telecommunication operator: Dialog Plc in Sri Lanka.
Influences of Digital Marketing in the Buying Decisions of College Students i...AI Publications
This research investigates the influence of digital marketing channels on purchasing decisions among college students in Ramanathapuram District. The study highlights that social media marketing, online advertising, and mobile marketing exhibit substantial positive effects on purchase decisions. However, email marketing's impact appears to be more complex. Moreover, the study explores how demographic variables like gender and academic level shape these effects. Notably, freshman students display varying susceptibility to specific digital marketing messages compared to their junior, senior, or graduate counterparts. These findings offer crucial insights for marketers aiming to tailor their strategies effectively to the preferences and behaviors of college students. By understanding the differential impacts of various digital marketing channels and considering demographic nuances, marketers can refine their approaches, optimize engagement, and ultimately enhance the effectiveness of their campaigns in targeting this demographic.
social media has become a component of the community that has been adopted in business
operations, especially as a marketing tool in the retail fashion industry of Sri Lanka which is pushed by
technological advancements. Social commerce derived through social media supports the user's comfort with
occasions for seamless shopping experiences from discovery to checkout with virtual stores and in-app social
commerce. Hence, the research problem
Comprehensive Approach towards M Shopper’s Shopping Behaviour using Shopping ...ijtsrd
In current digital era, the mode of retail business is undergoing rapid change. Retailers are shifting their businesses from brick and mortar to e commerce especially m commerce i.e., business transactions via mobile phones because smartphones are turning to be one of the smart commercial channel. At the same time we see the lifestyle of people also has changed. People depend more on smartphones in their daily life, thanks to the internet. People are also choosing to shop over the mobile phones for convenience purpose. In order to grab this opportunity the e retailers are trying to adapt themselves to m commerce via mobile applications. The success of the m commerce companies depend upon the customer’s willingness to accept the usage of technology smart phone and applications . In this paper the attempt has been made to find the perception regarding the acceptance of technology by m shoppers and to assess the factors that influences the acceptance of usage of apps for m shopping using TAM model. For this study Questionnaire was designed to find the factors influencing m shopping using apps. The questionnaire includes the variable such as Perceived usefulness, behavioural intention, Perceived ease of use, attitude, Perceived Risk, Perceived Enjoyment from TAM model. Likert scale was used to measure the variables. 102 responses from the shoppers who shop using shopping applications are used for this study. The findings of this study supports the hypothesis framed. High negative correlation is observed between perceived risk and perceived ease of use. Attitude and shopping intention has high positive correlation. From the variables under study with score ranging from 5 to 25, perceived ease of use has highest mean and perceived risk has the minimum mean. Finally, the study also finds that low internet connectivity, low quality of product, low clarity about authentication of product, return policies are the problems faced by shoppers while shopping using mobile apps. Rashmi | Dr. Shrinivasamayya D | Dr. Ajoy S Joseph "Comprehensive Approach towards M Shopper’s Shopping Behaviour using Shopping Apps – TAM Model Analysis" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-1 , December 2020, URL: https://www.ijtsrd.com/papers/ijtsrd38101.pdf Paper URL : https://www.ijtsrd.com/management/consumer-behaviour/38101/comprehensive-approach-towards-m-shopper’s-shopping-behaviour-using-shopping-apps-– -tam-model-analysis/rashmi
The Effectiveness of Internet Marketing in Increasing the Reach and Awareness...Dr. Amarjeet Singh
The present research seeks to expound the effective
of Internet marketing in increasing the read and awareness of
consumers. Impatient the research conducted a good review
about the privies literature related to the study. It leads a brief
idea of the study before articulating the statement of the
problem. From the statement of the problem deducting the
researcher found that the social media , mobile apps and
internet marketing have Promina impact with the
effectiveness and in cornering the awareness of the consumer
.hence the research subdivided the research problem into four
different objective such translates the formation of the study
states that these is no significant relationship between level of
effectiveness and level of utilization of internet marketing on
consumer in kingdom of Bahrain . Further the research
employs multiple methodologies to a new conclusion on the
particular issue, the study used convening sampling method
combined with the spss software for data analyse.
The study aims to assess the Effectiveness of Internet
in Business to increase reach and awareness among consumers
in Bahrain. Data and correspondence innovation has changed
quickly in the previous 20 years with a key advancement being
the development of online networking. Business, which does
not utilize internet-based life, tends to lose on key client
base. The rise of social media means it’s unusual to find an
organization that does not reach its customers and prospects
through one social media platform or another. Companies see
the importance of using social media to connect with
customers and build revenue.
Businesses have realized they can use social media to generate
insights, stimulate demand, and create targeted product
offerings. This is important in traditional brick-and-motor
businesses, and, obviously, in the world of e-commerce.
In this research, to adequately address the research questions
a variety of data collection methods and instruments were
used such as questionnaire survey and t-test.
From the study, the researcher concluded that there is no
significant relationship between the Level of utilization &
Effectiveness of Internet marketing among consumers in
Bahrain. Therefore, the researchers accept the null
hypothesis.
The problems faced by the respondents on the Level
of utilization & Effectiveness of Internet marketing among
consumers in Bahrain is privacy, censorship and online
security. The Internet, social media, online advertising, mobile
apps etc. as a whole, can be seen as technology that has greatly
enhanced our lives but should be done responsibly.
The study reveals that the main reason for the growing importance of online marketing is increasing literacy about the internet among people. They have identified that the internet is truly advantageous through which they can serve their various purposes mainly social networking, online shopping & media sharing (photo, music, video). This efficacy of the internet has intensified their tendency of being online.
A critical reviewofdigitalmarketingijmra-14610Rajukumar510
LIFTED COMPETENCE offers in cooperation with the international Digital Marketing
Institute, the diploma program "Professional Diploma in Digital Marketing". The program is
offered in more than 40 countries and is accredited by Scottish Credit and Qualifications
Framework level 8. Several thousand participants have completed the program.
The training material is developed by leading experts such as Facebook, Ogilvy, Google
The study is to analyse the digital marketing techniques used by the customers with respect to construction industry. The study is done in order to gain knowledge about the utility of digital marketing in construction industry and to identify how effectively it can be used. The researcher circulated the questionnaire among the general public. The most preferred digital marketing technique in construction industry is found to be social media marketing. In future marketing agents of construction industry need to develop advertisements to be posted in social media websites.
New World of Marketing: Use of Social Networking SitesIOSRJBM
Among the various communications method used traditionally by an company is changed dramatically after the emergence of social media. Widely used tool to communicate with hundreds or even thousands of other people about products or product updations and the companies that provide them. As is evident from data available in public domain, social media is a blessing for the marketing fraternity in taking their brand to the masses. It also provides a major impact on consumer to consumer communications. This article argues that social media is a new tool of the promotion mix because in a traditional sense it enables companies to talk to their customers, while in a nontraditional sense it enables customers to talk directly to one another. This article provides managers with a better understanding of social media and a framework for incorporating it into their IMC strategies, thus more effectively communicating with their target markets
Hi, I did my master's programme at the prestigious university of Dundee. Do find my thesis report on the topic Digital marketing of Hilton Hotel in The Netherland. It was great. During my bachelor study at Hoge school Rotterdam, I wrote a thsis on Export of Martenal Mobile Hospital to Nigeria. I enjoyed my studies in The Netherlands and in Scotland as well.
A research study on the aspects of purchasing behaviour by Nasseth Nilar and Chrishankar Janathanan.
Research focuses on Telecommunication operator: Dialog Plc in Sri Lanka.
Influences of Digital Marketing in the Buying Decisions of College Students i...AI Publications
This research investigates the influence of digital marketing channels on purchasing decisions among college students in Ramanathapuram District. The study highlights that social media marketing, online advertising, and mobile marketing exhibit substantial positive effects on purchase decisions. However, email marketing's impact appears to be more complex. Moreover, the study explores how demographic variables like gender and academic level shape these effects. Notably, freshman students display varying susceptibility to specific digital marketing messages compared to their junior, senior, or graduate counterparts. These findings offer crucial insights for marketers aiming to tailor their strategies effectively to the preferences and behaviors of college students. By understanding the differential impacts of various digital marketing channels and considering demographic nuances, marketers can refine their approaches, optimize engagement, and ultimately enhance the effectiveness of their campaigns in targeting this demographic.
social media has become a component of the community that has been adopted in business
operations, especially as a marketing tool in the retail fashion industry of Sri Lanka which is pushed by
technological advancements. Social commerce derived through social media supports the user's comfort with
occasions for seamless shopping experiences from discovery to checkout with virtual stores and in-app social
commerce. Hence, the research problem
Comprehensive Approach towards M Shopper’s Shopping Behaviour using Shopping ...ijtsrd
In current digital era, the mode of retail business is undergoing rapid change. Retailers are shifting their businesses from brick and mortar to e commerce especially m commerce i.e., business transactions via mobile phones because smartphones are turning to be one of the smart commercial channel. At the same time we see the lifestyle of people also has changed. People depend more on smartphones in their daily life, thanks to the internet. People are also choosing to shop over the mobile phones for convenience purpose. In order to grab this opportunity the e retailers are trying to adapt themselves to m commerce via mobile applications. The success of the m commerce companies depend upon the customer’s willingness to accept the usage of technology smart phone and applications . In this paper the attempt has been made to find the perception regarding the acceptance of technology by m shoppers and to assess the factors that influences the acceptance of usage of apps for m shopping using TAM model. For this study Questionnaire was designed to find the factors influencing m shopping using apps. The questionnaire includes the variable such as Perceived usefulness, behavioural intention, Perceived ease of use, attitude, Perceived Risk, Perceived Enjoyment from TAM model. Likert scale was used to measure the variables. 102 responses from the shoppers who shop using shopping applications are used for this study. The findings of this study supports the hypothesis framed. High negative correlation is observed between perceived risk and perceived ease of use. Attitude and shopping intention has high positive correlation. From the variables under study with score ranging from 5 to 25, perceived ease of use has highest mean and perceived risk has the minimum mean. Finally, the study also finds that low internet connectivity, low quality of product, low clarity about authentication of product, return policies are the problems faced by shoppers while shopping using mobile apps. Rashmi | Dr. Shrinivasamayya D | Dr. Ajoy S Joseph "Comprehensive Approach towards M Shopper’s Shopping Behaviour using Shopping Apps – TAM Model Analysis" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-1 , December 2020, URL: https://www.ijtsrd.com/papers/ijtsrd38101.pdf Paper URL : https://www.ijtsrd.com/management/consumer-behaviour/38101/comprehensive-approach-towards-m-shopper’s-shopping-behaviour-using-shopping-apps-– -tam-model-analysis/rashmi
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Honest Reviews of Tim Han LMA Course Program.pptxtimhan337
Personal development courses are widely available today, with each one promising life-changing outcomes. Tim Han’s Life Mastery Achievers (LMA) Course has drawn a lot of interest. In addition to offering my frank assessment of Success Insider’s LMA Course, this piece examines the course’s effects via a variety of Tim Han LMA course reviews and Success Insider comments.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
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This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
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This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
2. 2 Darshana Bhagowati & Dev Malya Dutta
Impact Factor (JCC): 7.0894 NAAS Rating: 3.37
even to improve the relationship with existing customers by online customer relationship management.
Digital marketing refers to a type of marketing that transmits information in digital form and could be featured as
computers, smartphones, or any other form of digital devices in order to promote the brand image, deliver the message of
the brand, and increase the sales through advertising of the product. A brand helps to establish a distinctive company
uniqueness and emergence, in turn, enabling the company to pull their target customers for repeating purchases and
attracting their interest in a long-run business alliance (Erkollar & Oberer, 2010; Ghachem, 2011).
In the past few years, the Philippines have seen to make great strides in embracing the various digital marketing
innovations and the most important is the fact that there are no signs of slow down. The growing e-usage in the country has
driven all these and report from ‘We Are Social’s Digital’ shows that Filipinos spend approximately an average of 9 hours
on the internet and 4 hours and 17 minutes on social media per day, and it is the most in the world. (Viray, 2018) In this
context, it is worthwhile to take the names of the countries like China, Japan, and South Korea along with that of the
European nations and the USA where the e-users are showing a growing trend.
In today’s world, digital marketing has become an inseparable part of everybody’s life. Digital marketing provides
a platform for people to keep lives updated and provides a network of potential clients which help the business to grow.
Statistics show that India is the second largest country in the world with approximately 462 million internet users.
The opportunity for business owners increases many-fold to network potential clients with the massive e-users.
This is one crucial reason behind digital marketing being emerged as one of the most sought-after profession in the country
and globally as well. (Timespro, 2018)
OBJECTIVE
The objective of this study is to identify the factors impacting digital marketing through reviewing the various
literatures and thereby find out the gap in the researches done on the factors impacting digital marketing with reference to
the education sector.
LITERATURE ON FACTORS IMPACTING DIGITAL MARKETING
Over 200 items were seen on a preliminary scan and over 60 quality research papers appeared relevant for the
purpose. These papers were gone through in a detailed way so that the list of literature could be taken in a structured way.
The paper (Jena, 2017) found that most of the respondents were largely found to be satisfied with their online
purchase experience. It was mentioned by both the student’s respondents and the private sector employees that the
existence of the wide variety of products and brands is the most important attribute of an online retail store for making a
purchase. Moreover, the web has primarily used an instrument for information searching rather than as a route to purchase
products (Weisman, 2001). Customers mostly prefer searching for product information and thereby, compare alternatives
online, but it is seen in most of the cases that they choose the conventional stores to make the purchases (Bellman, 2001;
Dobie et al, 2001).
This research paper (Das, 2016) found that the demographic variables like age, gender, income have a significant
impact or influence on Digital and Social Media Marketing (DSMM) engagements. For constructing the DSMM strategies,
the social media marketing conceptual model can be very much beneficial to provide practical propositions on the major
components and the various aspects of engagement pattern. A detailed examination shows thatfactor analysis method was
3. A Study on Literature Review for Identifying the Factors 3
Impacting Digital Marketing
www.tjprc.org editor@tjprc.org
used and the findings established that there is a positive relationship between Internet Savvy and Innovativeness with their
Internet utilization and the Internet utilization shows a positive relationship with sales performance as identified by them.
The article (Goel, 2016) brings to light few factors affecting digital marketing from the marketer’s perspective.
These factors are the target market, channels, technology, content, social media, talent, and budget. For instance, the first
and foremost factor from the marketer’s point of view is to decide the target market. Moreover, the content should form an
alliance with the interests of the target market.
The study (Vachani & Vallabhbhai, 2014) analyzes the various distinctions between the traditional marketing and
e-Marketing effectiveness. The e-Marketing preferences and usefulness among the customers are measured.
The study highlights the online consumer’s level of satisfaction and the various drawbacks of the online businesses.
There is a shift in the marketing trend all over the world from a purely traditional store format to a mix of both physical
and virtual stores. A crucial part of the range of services that a marketer has to offer is through the web. Over the world, the
number of people using the internet as a medium is growing exponentially, and India is no exception.
Customer satisfaction plays a predominant role in the success and sustenance of any business organization.
Hence, the study examines the critical success factors in digital purchases, marketing and retailing from the perspective of
the customers.
The study (Guru, 2013) stresses on the fact that to enhance the credibility is very important for vendors in -order
to excel in an e-commerce environment where transactions are mostly objective and anonymous. Greater tailor-made
products, services, and promotional messages are enabled by the digital technologies than the traditional marketing tools.
These digital technologies allow marketers to adopt the various elements of the marketing mix to consumer’s needs more
rapidly and efficiently, and thereby build and maintain cordial relationships with clients on a much greater scale.
The study (Phang, 2013) shows that there is excessive competition in the higher education sector.
The countries like Sweden are actively engaged in international student recruitment and various factors influence the
decision-making process of the young aspirants in the international arena. The study reveals that the number of analysis
into the process that influences international student’s decision for higher education abroad had increased due to extensive
proliferation and a rising competition in the higher education sector (Soutar & Turner, 2002; Petruzzellis & Romanazzi,
2010).
The paper (Dashaputre, 2012) intends to study the various phenomena related to the growth and the recent trends
in e-marketing. The study focused on various aspects like the user privacy and propensity and consumer personalization.
The paper (Hee- Woong Kim, 2011) highlights six factors from the following three dimensions of customer value:
functional, social and emotional. The findings show that the effect of valueon the buying intention of members plays a
significant role from the emotional and social perspective. The results should assist the social networking community
service providers to enhance their sales of the digital items.
The banking industry shows various trends and innovative ideas for the betterment of the customers (Kumbhar,
2011). The impact of the non- traditional means of banking has been very much felt on client perception of the service
quality offered, perceived value and the degree of satisfaction, which includes loyalty as well. The modernized market is
mainly operated by two categories of customers i. e. offline customer and e-customers. E-customer is the online purchaser,
marketer or seller who can be an individual or corporate. E-commerce and marketing literature defines e-customers as
4. 4 Darshana Bhagowati & Dev Malya Dutta
Impact Factor (JCC): 7.0894 NAAS Rating: 3.37
individuals or corporate who uses various e-portals for purchasing, ordering, selling, receiving or delivering information
and paying or receiving payments or charges for various services/ goods purchased or sold through various e-channels like
ATM, debit cards, credit cards, fax, cell phone and other electronic devises. Every financial institution, now- a- days,
emphasizes more on client satisfaction in order to retain the satisfied clients through improved quality of their services.
Therefore, financial institutions are making it more user-friendly for its customers to do business with the e-banking
(Brimpong, 2008).
The exploratory research by Chi (2011) was done through the questionnaire survey method. This research was
carried out in Taiwan in order to find out the diverse needs of e-customers for online social capital and psychological
benefits towards various brands and their advertising and marketing. This research work emphasizes two important aspects
of e-users: perception and motivation towards social media marketing and brand community advertising.
In today’s digital world the importance of Web 2.0 for building various marketing strategies has been examined in
the paper (Efthymios Constantinides, 2008). The most important advantage of Web 2.0 application is the users have the
ultimate power to determine the transparency of the application (Urban, 2003). The key factors which make Web 2.0 more
popular are interactivity, trust, website usability and online marketing mix which influences the decision-making process of
young aspirants (Kotler, 2003; Constantinides, 2006).
Davidson Alistair et al (2006) in his paper vividly describe how users would respond to online purchases.
Various key factors such as price, feature, technology etc which influenced the decision-making process of the users.
The customers, in turn, seek advice from web mavens which provide product information. In many situations, the users
would utilize the internet for purchase with the web maven and in this way they can review the factors that would impact
their mindset.
The paper (Ruby Roy Dholakia, 2004) reports the factors impacting Small and Medium Enterprises’ inclination
towards the internet. An empirical study was conducted in order to identify the factors impacting SMEs’ involvement with
the internet. The level of involvement can be gauged by various internal and external factors such as firm size, personal
efficacy, prior technology use etc.
George Joey F (2002) explains the factors which could actually influence the consumer’s behavior in taking the
purchase decision. The study found that certain factors like purchase intention, previous experience and attitude of
consumer largely influence their behavior. The study extensively focused on the privacy concerns and thereby, provided
valuable propositions on the same. A few purchases made helps to add confidence amongst the users and in many
instances, the users are conscious about their privacy and hence they are reluctant to share their private information without
their consent. The amount of confidence in the company boosts them to take the online purchase decision.
Traditionally the extent of customer satisfaction was largely determined by the quality of services offered, price
and purchasing process. Subsequently, the extent of e-satisfaction is also determined by the quality of e-services being
offered, the price level and e-purchasing processes (Ming Wang, 2003). Schaupp and Bélanger (2005) identified a few
important attributes for online client satisfaction. They are-- the technological factors which include privacy, relevance or
the usability and the design of the site, the shopping factors which include comfort, relevance or the usability, trust and
delivery of trustworthiness and the product factors which include promoting or publicizing, quality of the product, product
value, and the tailor-made products.
5. A Study on Literature Review for Identifying the Factors 5
Impacting Digital Marketing
www.tjprc.org editor@tjprc.org
Adam (2004) had pointed out that there are nine distinct consumer perceptions that impacts or influences e-
satisfaction. They are --- Design of the Web, price, promotion, delivery-on-time, product availability, return policy,
expectations that are met, customer service and tracking of the order. These nine perceptions are mostly seen to occur in
the two purchase or buying phases like pre-order and post-order. Schefter and Reichheld (2000) had stated that e-
satisfaction is the attitude of the customers about the quality, it adopts customer support, on-time delivery, clear and
trustworthy privacy policies and reasonably priced shipping and handling.
Marcel Gommans, et al. (2001) highlighted that e-customer adherence depends upon various factors such
as- Usage of the website and technology, value to be delivered, branding, customer service and trust and security.
These broad factors embrace various other factors such as speed, customized features, easy payment methods, quick
delivery, trust, and authentication etc.
DISCUSSIONS
From the above literature, it is seen that the impact of digital marketing is immense in various sectors such as
banking, tourism, health, and education. Digital and social media has been impacting the young aspirants of the higher
education and it had become an integral part of the decision-making process of the young students seeking higher
education. It is found that education plays a pivotal role and is regarded to be the backbone of a nation which is directly
related to its development in the global context. The higher education comprises a part of services offered, thus all the
marketing concepts related to services can be applied to higher educational institutions. In the present scenario, the students
are regarded as the customers of the higher education sector. India, with its growing population, has the significant number
of youth, which increases opportunity in the higher education sector of the country and in turn, increases the competition
among different players.
Thus, the sector had observed a longing for quality higher education both among the rustic and the urban
population (Abbas, 2014). Higher education, as a part of the service industry, is based on the human resources and it
necessitates an effective and efficient delivery of services to its clients(Brown & Oplatka, 2007) (Mazzarol & Soutar,
1999). Marketing communications represent the "voice" of the various services and the branding of a business organization
which enables to build a strong alliance with its clients (Kotler et al, 2012).
With the emergence of digital communication and high-level technologies, organizational changes and new
developments are being accelerated to a next level. The 21st
-century witnesses the growing demand for learning along with
the technical advances which are in fact, a critical point for challenging the presiding assumptions and characteristics of
existing traditionally organized universities and institutes. The combination of demand, along with costs and application of
content and new technologies has opened the door to emerging competitors and organizations to compete directly with
traditional universities and institutes for aspiring students and learners. (Hanna, 1998)
The literature review on digital marketing shows that considerable work has been done on digital marketing in
various countries but the study factors impacting digital marketing in the education sector in West Bengal is scarce.
Digitalization has replaced the traditional retail shopping to a remarkable extent. Consumers nowadays browse the internet
to know about various products and services offered which is less time to consume and cost-effective. The consumers avail
of various products online where big players like Amazon, Flipkart etc cater their needs. In the recent scenario, the
customers prefer various services online viz, banking, healthcare sector, education etc.
6. 6 Darshana Bhagowati & Dev Malya Dutta
Impact Factor (JCC): 7.0894 NAAS Rating: 3.37
This transition from traditional marketing to the digital world is very much commendable in the educational
sector, where digitalization is introduced right from the primary level to the higher education. Nowadays, a lot of schools
and colleges are introducing digital classrooms, which, in turn, is a boon to the modernized and high-tech education
industry. The factors such as functional, social, emotional, self- efficacy, prior technology usage and firm size are
identified in the literature from the consumer’s point of view. Whereas from the marketer’s viewpoint the factors such as
the target market, channels, technology, content, social media, and budget are being highlighted. Literature shows that the
online customer satisfaction is depended on certain factors such as- the technological factors which include privacy,
usability and site design, the shopping factors which include convenience, usability, trust and trustworthiness, delivery and
the product factors which include merchandising, product quality, product value and product customization.
CONCLUSIONS
The key objective of this study is to set an agenda for research related to digital marketing. After an extensive
literature review, digital marketing has been defined in its broadest sense and a framework has been developed, which
indeed, has helped to identify the factors impacting digital marketing in different sectors. However, the literature shows
that a study on digital marketing in the education sector in West Bengal is scarce and it opens a scope for future researches
to be done in this sector.
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