The transformation is largely driven by … 13 Pages Posted: 8 Dec 2017. THE IMPACT OF DIGITAL ADVERTISING ON CONSUMER PURCHASE DECISIONS The digital era has and will continue to change social trends, which in turn directly affects consumer behaviour and demands. that affect consumer behavior and social media targeting as an essential element of digital marketing. a study on impact of social media marketing on consumer buying behavior with reference to thane district a thesis submitted to the shri jagdish prasad jhabarmal tibrewala university, vidyanagari, jhunjhunu, rajasthan, for the degree of doctor of philosophy in commerce by chandwani vinod surenderkumar registration no: 21615085 under the guidance of dr. shraddha mayuresh bhome redg. I believe the statement “Customer is King” has never been experienced by companies like in this information technology era. Internet has facilitated email communications which facilitated faster spreading of commercial messages to different customers or interest groups. Consumers are becoming more enlightened with the use of internet access, which has different contents to go through. The high-involvement product was seen as significantly more appealing than the low-involvement product, regardless of the type of ad. It is one of the most important aspects of marketing. The paper ends with suggestions for future research. Consumer behavior should be analyzed for effective advertising, to know … The current generation's preference for video content over static content emphasizes the increasing relevance of digital video advertising. Handbook. Mehta, A. Digital marketing is not a quick-fix solution to gain momentum. This has been quantitatively measured by using corelation test on SPSS that brings out the linkages. (2008), email marketing campaigns produce approximately twice the return on investment of the other main forms of online marketing such as web banners and online directory adverts. Location-based advertising takes advantage of this feature to target people in a certain location. REFERENCES …. Banner is an ad type that enables the connection of sites and provides a product reaches the consumer. To analyze the consumer behaviour and impacts of E-commerce it is essential gather data with the help of applying mixed method to conduct the research. Key Words: Online Marketing Sites, Behavioural Components, Electronic Devices, Buyers, Marketing Communication. 2.2 Types of Digital Advertising Consumer Buying Behaviour, Advertisement, Entertainment, Familiarity, Advertisement Spending, Social Imaging. An interaction suggested that the high-involvement product was seen as somewhat more appealing if advertised with display ads rather than text-only ads; the low-involvement product was slightly more appealing if advertised with text-only ads. The change in consumer behaviour can be hard to understand or … But there aren’t enough studies related to digital advertising’s impacts on consumer purchase decision. The 2012 Entertainment, Media & Advertising Market Research. Challenges facing the. © 2008-2021 ResearchGate GmbH. As online social networking sites are deeply embedded in the majority of Americans' lives today, "social media election" was the name of the game on November 6, 2012. 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