Effect of Digital Marketing Communication on Customer Buying Decision

ISBN-13: 9786204983257 / Angielski / Miękka / 208 str.

Sneha Akshay Pakle; Vaibhav C. Gandhi

Opis

This book concluded that Digital Marketing Communication affected the entire consumer buying decision process right from need recognition to the post-purchase stage. Digital marketing communication had an effect on the need recognition stage of the consumer buying decision process by making them aware of their needs of buying a new car. Respondents used digital channels of communication as important information sources while buying a car. Respondents read the reviews of other customers, gave importance to consensus recommendations, trusted customers' opinions more than the marketer s claims, preponed their buying decisions, changed the considered brand after reading others reviews, and joined the online communities and forums, participated in online discussions, subscribed to newsletters and shared their satisfactory or dissatisfactory post-purchase feelings over digital platforms.

O autorze

Prof. Sneha Akshay Pakle, Assistant Professor, vivekanand education society of technology, VESIT , Mumbai. Worked as SSIP Coordinator, Completed M.Tech in computer engineering in 2019 . Writing blogs on "Digital Marketing".