Expository Writing

Assignment #1
Course title:
Expository writing
Course code:
GE-203
Submitted to:
Mam Aniza Ashfaq
Submitted by:
Name: Aiza Asghar
Roll no: 23020920-061
Department: BBA
Topic:
Digital marketing and its impact on the buying behavior of the consumers
Date:
22-04-2024
1
Research Questions
1. What is the role and impact of social media in making a consumer buying behavior among people?
2. What is the role of digital marketing on consumer satisfaction among the people?
2
Literature review
In modern era the development of digital marketing has changed the way brands and businesses use digital
technologies and channels for marketing activities (Rai, 2018). Therefore, digital marketing movements are
becoming more predominant and efficient as digital platforms are progressively integrated into marketing plans
and daily life, and by the way, people use digital devices instead of going to physical stores (Maha & Ranj, 2016).
In addition, Digital marketing is an electronic communication channel used by marketers to support products and
services towards the market. Specifically, digital marketing is defined as the sale and purchase of information,
products, and services through a computer or internet network (Rao & Ratnamadhuri., 2018).Nowadays, the
Internet has opened the doors for firms to exploit incredible digital marketing chances. By using a variety of digital
marketing channels, businesses cannot just share their products and services online, they can also increase the
number of their customers, attract them and be able to increase their Return on Investment (ROI). Also, in the
advancement of markets and technologies that are highly competitive with the use of the internet, digital
marketing strategies have replaced the traditional marketing ones (Alnsour, 2018). Furthermore, digital marketing
covers a vast area in the global market and includes business models that use digital technologies that reduce costs
and grow businesses worldwide (Rafiq & Malik, 2018). At present, digital marketing has a more extensive scope
to grow their business in the future because customers are much more satisfied with doing online shopping and
find digital marketing much safer than traditional marketing (Alzyoud, 201).
Social media marketing is a new tendency and a fast-growing method to help the marketer to create customer
value about their brand and product. Additionally, Social media marketing can be modestly defined as using social
media channels to encourage a business and its products (Bansal et al., 2014). Internet help to build good
relationship between customer and marketer. It build a good communication with the customer from the point
they purchase the product to the feedback related to the product and also solve the problems if the customer have
any. In result customer can easily do comparison between the products and then accordingly make purchase
decision. Online marketing allow customer to make free choice of the product and the then take decision as per
satisfaction. (Stefan, S. 2019). In digital marketing all the information are available openly displayed on the
internet any customer can go through the information provided and make decision accordingly. On the internet
each and every information in detail are available whereas in retail shops very limited information are provided
by retailer only as per their knowledge. (Ugonna, J., Victor, O., & Jeft, O. 2017).
Digital marketing has another significant impact on consumer buying behavior by influencing their awareness
attitude and belief toward a product or service. Its development has immensely altered the marketing scene. The
benefit of digital marketing is branding opportunities. It is ability to use different types of content to express brand
3
online. Creating an independent platform campaigns using appropriate ways and tools that best suits the company
brand is powerful digital marketing tactic. (Boric, Stanis avljev, & Kavalic, 2016). The change in trends in
marketing also impacts the satisfaction level of the consumers changing the patterns adopted in the industry. (Bai,
Yao & Dou, 2015, 11). Every platform of online marketing may not be suitable for every business but any business
can find fruitful solution in digital marketing. When it comes to management and labor or content creation price
of digital marketing tools are within the flexibility of the company. (Yamen, 2014).
Digital marketing has changed our world throughout time. Technology innovation is reshaping every element of
existence. Mobile phones allow us to acquire worldwide news and information much more rapidly and easily
than before. Technology is also changing the game and creating new chances for marketers and customers to
communicate. The internet and web paged has changed how business operate for example with the click of button
of mouse, you can have an amazon package delivered to your door in days. (Osman, M. 2017)
The development of digital marketing in the world has increased so fast that today people are taking the help of
technology in every task. In olden times, people used to take many kinds of strategies for marketing their product.
But today time people are taking technical help too much in business. Simply put digital marketing is the
promotion of product or brand using internet. Now days the digital marketing is growing fast because it is found
that online shopping, online communication etc are very common among youth., also people belonging to old age
now started adopting online platform for payment of bills, shopping and other information. These habits of people
turned into an opportunity for the business to market the product and get the customer easily. It is also found that
people prefer many of online websites for shopping rather than visiting stores. As it saves times and energy of
user which put forth a positive impact on their buying behavior. In this we highlight the influence of digital
marketing on the buying behavior of customer.
4
Reference:
1. Alnsour, M. (2018). Social Media Effect on Purchase Intention: Jordanian Airline Industry. Journal of
Internet Banking and Commerce, 23(2), 20-28.
2. Alzyoud M. F. (2018). Does Social Media Marketing Enhance Impulse Purchasing Among Female
Customers Case Study of Jordanian Female Shoppers. Journal of Business and Retail Management
Research, 13(2), 135-151.
3. Bansal, R., Masood, R., & Dadhich, V. (2014). Social media marketing- a tool of innovative marketing.
Journal of Organizational Management, 3(1), 1-7
4. Rai, M. (2018). A Study of efficacy of digital marketing on consumer purchase behavior in Allahabad
district. International Journal for Research in Applied Science & Engineering Technology 6 (11), 1136-
1144.
5. Rafiq, M., & Malik, A. (2018). Impact of Social Media on Purchasing Decision of Consumer with
Special Reference to Lahore, Pakistan. Journal of Social Sciences, 4(2), 268-2733.
6. Stefan, S. (2019). Factors affecting purchasing decision and operation of alternative fuel powered
heavy duty trucks in German. Transportation Research, 5(4), 87-107.
7. Ugonna, J., Victor, O., & Jeft, O. (2017). Effects of online marketing on the behavior of consumers in
selected online companies in owerri, Imo State - Nigeria. International Journal of Business and
Management Invention.

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