Digital Marketing and Its Effect on Online Consumer Buying Behavior
The aim of the study is to find out the effect of digital marketing on online consumer buying behavior at Vellore city, Tamil Nadu. Analytical research design has been adopted for the study. Primary data has been collected through structured questionnaire with open and closed ended questions consisting of nominal, ordinal, interval and ratio scale. Books, magazines, journals, thesis and websites were referred to collect secondary data. Due to unknown population, the data was collected by adopting judgment sampling technique from 100 consumers. Analysis namely reliability test, descriptive, chi-square, multiple regression and Kendell's W test were used to identify the effect of digital marketing on online consumer buying behavior at Vellore city. The study found that there is a significant effect of consumer perception on digital marketing, and effectiveness of digital marketing on online consumer buying behavior. It was also found that content marketing is the highly preferred digital marketing channel, which induces the consumer to take online buying decisions. Possible suggestions and conclusion were also discussed.