Overview

This book covers basic information relating to Digital Marketing, e-commerce business, e-commerce consumers and fundamental concepts used in digital marketing and e-commerce. It also reflects the importance, use, procedure and ways of implementation of digital marketing in any e-commerce business. It has insights on background and history of digital marketing, platforms of digital marketing, history and overview of e-commerce and study of digital marketing in e-commerce business. Many books, journals, thesis, online and offline magazines, reports are used as authentic references and based on these references, opinion and analysis are presented. The book covers the literature review in the areas of digital world overview, rise in digital marketing, traditional marketing vs. digital marketing, social media impact, shift in marketing spending of organisations, increasing use of messenger apps, influence of marketing channels, e-commerce penetration in businesses world over and digital marketing in e-governance. This book attempts to achieve the objectives of understanding consumers' attitude towards digital marketing; investigating the influence of digital marketing on e-buying behaviour; understanding the customer engagement in e-commerce; and examining the satisfaction level of consumers towards e-commerce in general. The author used various techniques to analyse data scientifically. Primary data is collected by using 'personal schedule'. The author used scaling in questionnaire to get clarity and simplicity to the respondents. Rating scale, Linkert scaling and preference techniques are used to answer the questionnaire. Sample size is decided by using Cochran Formula to take valid sample size. Parametric test to check the Skewness and Kurtosis value and Histogram is used to check the normality of data. Satisfied online consumers statistics are deduced and effect of digital marketing channels on frequency of e-buying are detailed. Clicking and following digital advertisements are significantly correlated with frequency of e-buying.

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9781805459545

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