The Impact of Digital Marketing and Digital Channels on Customer Purchase Decisions

Abstract

Digital marketing is the most effective and modern tools for the marketing industry. This highly impact the purchase decision of the customer. Firms uses different strategies related to the marketing to attract the customers for the purchase of their products. This study aims to investigate the impact of the digital marketing channels on the customer purchase decision making. Quantitative approach is applied to the following study the data was collected through an online questionnaire that was designed focusing on three main variables of our research, Digital marketing, Digital channels, and customer purchase decision. The questionnaire was uploaded on different social media websites and the data was collected through nonprobability convenient sampling and all those participants that are engaged in buying products from digital channels due to digital marketing were asked to fill the online questionnaire as a result of which 141 responses were collected and recorded in the SPSS software. The results of this study has found that digital marketing channels has a highly significant impact on the decision making of the customer regrading their purchase.