IDEAS home Printed from https://ideas.repec.org/a/zib/zbmecj/v8y2023i2p75-79.html
   My bibliography  Save this article

Exploring The Impact Of Digital Marketing On Customer Behavior: A Quantitative Study For Online Retailers

Author

Listed:
  • Jeziel Charlote M. Belen

    (San Pablo Colleges, San Pablo City, Philippines)

Abstract

This quantitative research investigates the transformative influence of digital marketing on customer behavior within the context of online retail. In a time where consumer interactions are heavily reliant on the digital landscape, it is critical for businesses to comprehend the intricacies of this relationship in order to manage and benefit from the always changing market trends. This study examines the relationship between various digital marketing strategies and the ensuing changes in consumer behavior using a survey questionnaire. The questionnaire contains various questions about the experiences of customers using online platforms. With the questionnaire being divided into sections that helps accurately determine the impact of digital marketing and use of online platforms on customer behavior. The questionnaire includes the experience on using digital platforms, advantages, and the effects on consumer in terms of purchase decisions. By analyzing data collected from a select group of respondents, the goal is to find patterns, trends, and important factors that influence consumers’ decisions when they shop online. The study’s conclusions add to the understanding of how digital marketing affects consumer behavior and provide online businesses with practical advice on how to improve customer engagement in a market that is becoming more and more competitive.

Suggested Citation

  • Jeziel Charlote M. Belen, 2023. "Exploring The Impact Of Digital Marketing On Customer Behavior: A Quantitative Study For Online Retailers," Malaysian E Commerce Journal (MECJ), Zibeline International Publishing, vol. 8(2), pages 75-79, January.
    • Handle: RePEc:zib:zbmecj:v:8:y:2023:i:2:p:75-79
    DOI: 10.26480/mecj.02.2024.75.79
    as

    Download full text from publisher

    File URL: https://myecommerecejournal.com/wp-content/uploads/2024-issue2/2mecj2024-75-79.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.26480/mecj.02.2024.75.79?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Rose, Susan & Clark, Moira & Samouel, Phillip & Hair, Neil, 2012. "Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes," Journal of Retailing, Elsevier, vol. 88(2), pages 308-322.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Gwijeong Park & Fangxin Chen & Le Cheng, 2021. "A Study on the Millennials Usage Behavior of Social Network Services: Effects of Motivation, Density, and Centrality on Continuous Intention to Use," Sustainability, MDPI, vol. 13(5), pages 1-19, March.
    2. Liao, Ziqi & Shi, Xinping, 2017. "Web functionality, web content, information security, and online tourism service continuance," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 258-263.
    3. Kim, Sehoon & Connerton, Timothy Paul & Park, Cheongyeul, 2022. "Transforming the automotive retail: Drivers for customers' omnichannel BOPS (Buy Online & Pick up in Store) behavior," Journal of Business Research, Elsevier, vol. 139(C), pages 411-425.
    4. Mohammad Shirazian & Imran Khan & Faraz Sadeghvaziri & Elham Ebrahimi, 2024. "Development and validation of a scale for measuring E-retail brand experience," Quality & Quantity: International Journal of Methodology, Springer, vol. 58(5), pages 4157-4180, October.
    5. Heller, Jonas & Chylinski, Mathew & de Ruyter, Ko & Mahr, Dominik & Keeling, Debbie I., 2019. "Let Me Imagine That for You: Transforming the Retail Frontline Through Augmenting Customer Mental Imagery Ability," Journal of Retailing, Elsevier, vol. 95(2), pages 94-114.
    6. Waqas, Muhammad & Salleh, Noor Akma Mohd & Hamzah, Zalfa Laili, 2021. "Branded Content Experience in Social Media: Conceptualization, Scale Development, and Validation," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 106-120.
    7. Junbin Wang, 2022. "In‐store service decisions under consumer disappointment aversion," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 43(3), pages 681-695, April.
    8. McLean, Graeme & Osei-Frimpong, Kofi & Al-Nabhani, Khalid & Marriott, Hannah, 2020. "Examining consumer attitudes towards retailers' m-commerce mobile applications – An initial adoption vs. continuous use perspective," Journal of Business Research, Elsevier, vol. 106(C), pages 139-157.
    9. Farzaneh Soleimani Zoghi, "undated". "An Empirical Study On The Impact Of Risk Perception On German Consumers Online Buying Intention," Review of Socio - Economic Perspectives 201935, Reviewsep.
    10. Cristinel Vasiliu & Mihai Ovidiu Cercel, 2015. "Innovation in retail: impact on creating a positive experience when buying fashion products," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(39), pages 583-583, May.
    11. Alia AlJanahi & Sanjai K. Parahoo, 2023. "Modeling customer experience with public sector smartphone apps: a mixed methods study in the UAE," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(4), pages 813-827, December.
    12. Lena Steinhoff & Denni Arli & Scott Weaven & Irina V. Kozlenkova, 2019. "Online relationship marketing," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 369-393, May.
    13. Chidera C. Ugwuanyi & Chukwunonso Oraedu & Chuka U. Ifediora & Ernest E. Izogo & Simplice A. Asongu & Ikechukwu J. Attamah, 2022. "Understanding drivers of self-service technologies (SSTs) satisfaction and marketing bottom lines: Evidence from Nigeria," Working Papers of the African Governance and Development Institute. 22/025, African Governance and Development Institute..
    14. Turner, Frances & Merle, Aurélie & Gotteland, David, 2020. "Enhancing consumer value of the co-design experience in mass customization," Journal of Business Research, Elsevier, vol. 117(C), pages 473-483.
    15. Kawaf, Fatema, 2019. "Capturing digital experience: The method of screencast videography," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 169-184.
    16. Muhammad Waqas & Zalfa Laili Binti Hamzah & Noor Akma Mohd Salleh, 2021. "Customer experience: a systematic literature review and consumer culture theory-based conceptualisation," Management Review Quarterly, Springer, vol. 71(1), pages 135-176, February.
    17. Ayşegül Sağkaya Güngör & Tuğçe Ozansoy Çadırcı, 2016. "Impact of Involvement and Cognitive Load on Aective Responses to Advergames and In-Game Advertising∗," Yildiz Social Science Review, Yildiz Technical University, vol. 2(2), pages 91-106.
    18. Kharouf, Husni & Biscaia, Rui & Garcia-Perez, Alexeis & Hickman, Ellie, 2020. "Understanding online event experience: The importance of communication, engagement and interaction," Journal of Business Research, Elsevier, vol. 121(C), pages 735-746.
    19. repec:ehu:cuader:49762 is not listed on IDEAS
    20. Ruth N. Bolton & Anders Gustafsson & Crina O. Tarasi & Lars Witell, 2022. "Designing satisfying service encounters: website versus store touchpoints," Journal of the Academy of Marketing Science, Springer, vol. 50(1), pages 85-107, January.
    21. Alnawas, Ibrahim & Al Khateeb, Amr & El Hedhli, Kamel, 2023. "The effects of app-related factors on app stickiness: The role of cognitive and emotional app relationship quality," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zib:zbmecj:v:8:y:2023:i:2:p:75-79. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Zibeline International Publishing The email address of this maintainer does not seem to be valid anymore. Please ask Zibeline International Publishing to update the entry or send us the correct address (email available below). General contact details of provider: http://myecommerecejournal.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.