Factors Influencing Digital Marketing in Bhadrak District of Odisha

Abstract

With the rapid development of new interactive media like on-line services and the World Wide Web has taken most consumer marketers by surprise. The digital era has made consumers more aware about varieties of products, brought a shift in the lifestyle and trends, made them more and more elegant in making a purchase decision. Digital Marketing (DM) uses various social media platforms like Instagram, Twitter, Facebook, YouTube etc. for promotions where advertisements of companies are shown considering the set of customers of different age groups, budget and places where traditional marketing tools would not be effective to generate sales. Digital marketing communication has been faster and wider and do not give consumers the scope for thinking beyond those peripheries. The study aims at investigating the factors impacting consumer’s online impulsive buying tendencies through various digital platforms.