Impact of Digital Marketing on Consumer Satisfaction and Buying

Behavior

Ahsaan Nadeem (CMS.24698), M. Nawaz Khan

ABSTRACT
Purpose- The purpose of this research study is to analyze the impact of digital marketing on
consumer buying behavior and consumer satisfaction.
Design/methodology/approach- This study conducted in Islamabad, Pakistan. A structured
questionnaire is used to collect primary data and sample size is 50 respondents those you mostly
engage in online buying of products and services. Question about experience of online buying
and satisfaction were asked to get an idea about study variables.
Findings– The After looking at the results we can say that in current digital age where
almost everything is going online by using internet or cellular services, Digital Marketing has
significance positive contribution towards consumer buying behavior and consumer satisfaction.
Research limitations/implications– Since the data is collected from an area where
internet and connectivity services are easily available but areas where such facilities are not
available i.e. northern areas / Azad Kashmir, It is most likely that people of that area wont have
any idea about digital marketing.
Practical implications – In current digital age it is very important for corporations/providers
of products and services to understand consumer requirement and provide what they actually
want for sake of better consumer experience and satisfaction So, this study provides the
importance of using digital media for marketing purpose instead of traditional methods such as
paper and TV ads.
Originality/value – This research will help understand the consumer prospective on using
online methods of marketing and how it can help in understanding the needs and wants on
consumers to serve them better which can ultimately contribute towards satisfaction and
impulsive buying behavior.
Keywords: Digital marketing, effect of digital marketing on youth, buying behavior of youth,
digital, digitalization, technology, behavior, consumer satisfaction.
Field of Research: Digital Marketing

Introduction:
Digital Marketing refers to online marketing, internet marketing. Digital Marketing not only
offers to grab consumer's attention but also it creates different channels to communicate directly
with consumers which further improves decoction making on needs and wants of consumer. Due
to high competition in market and digitalization and advancement in technology marketing
strategies have shifted to digital marketing strategies. Consumers are now most of the times
make purchases using digital media via online stores globally by making payments online too.
Digital marketing market the product and services mainly on the internet but also on any digital
medium like mobile phones. Marketing through digital medium it gives more satisfaction to the
customers as they can ask queries and can also give suggestions related to any product and
services. In digital market medium for communicating is much more convenient than traditional
marketing as medium of communicating is mainly through website, chat, Email, etc. To expand
and grow any business worldwide digital marketing is one of the fast ways to develop as they use
digital tools which makes marketing much easier. It reaches large number of customers from all
over world in a smaller number of times. Through analytics it is very easy to measure efficiency
of a campaign where as in traditional marketing it is very difficult to measure efficiency of a
campaign. In digital market it is very easy to make changes and update information continuously
from time to time according to their goals and services and with the help of internet customers at
any place and at any time can go through the given information which is beneficial for them.
Today all most everyone rely on online shopping for each and every kinds of products weather
it is grocery items or it is clothing, today everyone knows how to visit company website and
refer to the particular product and make order of particular product and gives feedback. It is the
right of each and every customer to get complete information related to every product nothing
should be hidden from the customers as they can file complain for any product if they are
cheated. With the other related products customers can make comparison and place order at any
time according to their preferences, as digital marketing provides 24 hours services to the
customers so that they can do shopping at any time whenever they are free. Now there is no need
to take out time from busy schedule for the shopping as customers can do it at any time at any
place without any fear as there is transparent pricing of the product and they can do comparison
from many and buy product of least price.
Today digital marketing has a greater scope of expanding their business in the future as
customers are much more satisfied by doing online shopping as they find digital marketing much
safer than traditional marketing. Each and every income group of people do online shopping as
there is different variety of products available at different prices and different payment methods
also available which becomes more convenient for the customers to do online shopping. Today
for every organization digital marketing becomes very crucial part in doing business as it not
only increases profit margin of the organization but also expand the business globally. Customers
become loyal towards product as they become more confident after getting each and every
information of the product and they gives their feedback which generate good relationship
between customers and sellers

Review of Literature:
Paesons, Zeisser & Waitman, (1996) Corporate sector in the developed countries realized the

importance of digital market. They used digital marketing in additional to traditional methods of

marketing in order to meet the needs of customers and for increasing the company sale.

Kaini,(1998) Innovation of new technology i.e vide internet, helps in opening the gate for

marketers and do online marketing to achieve their business goals. Song,(2001) More choices are

available for customers. So it is difficult to enterprise to build brand image. Online advertising is

powerful marketing tool used for creating brand image and helps the corporate to increase the

sale upto many extent. Mort, et al.,(2002) Due to advancement in technologies and market

dynamics, digital market is rapidly growing. Teo,(2005)The survey was conducted by firms in

Singapore and findings revealed that digital marketing is effective marketing tool for gaining

results. Kucuk and Krishnamurthy,(2007) The study revealed that internet and virtual

communities helps the consumers, societies and marketer to access and share information with
others. It too helps in enhancing the communication skills also. Basheer et al.,(March, 2010) The

Study is on the impact of mobile advertising on consumer purchase decision. Findings revealed

that there is a positive relationship between perceived usefulness of advertisement and consumer

purchase decision. Kee,(2008); Godes & Silva,(2012) The Study revealed that 90% of consumer

read online reviews of other consumer before make purchase decision. Consumer read at least

four reviews before make their final decision of purchase. Reviews play important role in

purchase decision. Fisch, (2010) In world, there are approximately 1 billion monthly active

users of facebook. After two years of facebook introduction, there were 50 million users.

Everyday 31 billion queries on google. 1000 internet devices used in 1984 and 1,00,00,00,000

internet devices used in 2008. Moshsin, (2010) Revealed that the growth of media in Pakistan is

rapidly growing. 20 million people uses internet but even that marketers gives importance to

traditional tool of marketing. Williamson, (2011)Revealed that more than 50% of customers

follow brands which advertised on social media due to which marketers are investing in

advertising through social media. Antoine camarre et al., (2012) Article discussed about used of

mobile marketing in future in different areas. Business Monitor Intelligence, (2012) In 2011,

Internet user was 225 million in North America and over 1 billion in Asia. Elisabeta lonals et

al.,(2014) revealed that how the social media lays down impact or influence the consumer

decision. He studied on 116 respondents through structured questionnaire. Sadia Afzal et al.,

(2015) discussed the impact of online and traditional advertisement on consumer buying decision

of branded garments. Findings show that quality, Design, Contents of advertisement, loyalty of

consumer towards brand and his/her previous experience of consumer influence consumer

buying behavior.
Theoretical Model of the Study:

Methodology

Questionnaire

Participant
 References

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