Impact of digital marketing on customer preference and its analysis
Abstract
In recent years, users have developed a new viewpoint on the internet environment, one that is commercial in nature. Its growth and the emergence of internet merchants transformed users into consumers. The present study is an attempt to understand the impact of digital marketing on customer preference and its analysis. For this purpose primary data was collected from 105 respondents regarding constructs under study with the help of a questionnaire. The findings of the study revealed that digital marketing impacts consumer preferences and therefore companies need to take care of the quality and method of content delivered digitally to ensure their success.
Authors
Kulgaurav Shounak, Mayank Kumar, Md. Modassir