Consumer Perception Towards Buying Of Electronic Products Through Digital Marketing

Abstract

One of the most widely used marketing strategies, particularly for social networking sites and email marketing, is digital marketing. In addition to being powerful and simple to use, email as well as social media marketing have been shown to be quite successful in increasing consumer engagement, which is a factor that affects how frequently customers intend to make a purchase. In general, digital marketing tools help businesses raise sales volume by facilitating easy product promotion and cost-effective consumer connection building. The purpose of this study is to ascertain how social media, email marketing, consumer involvement and purchase intention are related to one another. In order to maximize the study findings for long-term use, it seeks to obtain a theoretical confirmation of the link between the variables and identify the appropriate implications. The research instrument for this study was an online questionnaire, for which 180 participants, who were prospective Coder First customers, completed it. The main aim of this study is to ascertain how digital marketing, in particular social media and email marketing, affects consumer involvement and electronic product purchase intention.