DIGITAL MARKETING AND ITS IMPACT ON CONSUMER BUYING BEHAVIOR

The advent of digital marketing brings a new way of promoting products and/or services which associates the marketers and consumers on virtual platforms. Businesses see enormous opportunities and are eager to fit into the trend with the popularity of digital marketing. Digital marketing is marketing that uses different digital marketing platforms such as search engine marketing, content marketing, social media marketing and so on in order to promote products or services. Digital marketing is a relatively new field of study in Nepal. It is a survey based research study. A survey was conducted to find out the impact of different variables used in research (search engine marketing, content marketing, social media marketing and e-mail marketing) on consumer buying behavior. The research was conducted in Kathmandu Valley. It was found that search engine marketing, social media marketing and affiliate marketing have significant and positive relationships with consumer buying behavior. Similarly, content marketing and e-mail marketing have least relationship with consumer buying behavior.

Autorentext

O Dr. Gopal Thapa é professor associado na Universidade de Tribhuvan, em Katmandu. Tem mais de 25 anos de experiência no ensino e na investigação. É o secretário-geral da Associação Nepalesa de Marketing. Rupa Karki é assistente de investigação do Dr. Gopal Thapa. É licenciada em MBM pelo Campus de Comércio do Nepal, Universidade de Tribhuvan, Katmandu.