The Impact Of Digital Marketing On Consumer Buying Behavior Towards Cosmetic Product

Saadon, Nuremily Ashikin (2017) The Impact Of Digital Marketing On Consumer Buying Behavior Towards Cosmetic Product. Project Report. UTeM, Melaka, Malaysia. (Submitted)

Text (24 Pages) The Impact Of Digital Marketing On Consumer Buying Behavior Towards Cosmetic Product.pdf - Submitted Version Download (180kB)

Abstract

Changes in consumer behavior require firms to rethink their marketing strategies in the digital era. Digital marketing is the utilization of electronic media by the marketers to promote the products or services into the market. The main objective of digital marketing is attracting customers and allowing them to interact with the brand through digital media. The study of consumer buying behavior is very essential in the field of marketing as it helps firms to construct smarter marketing strategies by getting an insight about what affects the decision making of consumers. The purpose of this study is to examine the impact of effective digital marketing channel on influencing consumer buying behavior towards cosmetic product. The data were collected using questionnaires from 150 respondents in Southern Malaysia (Kuala Lumpur and Melaka). The results of the analysis showed that only the social media marketing and text messaging had significant impact while email marketing was not significant in the effectiveness of digital marketing channels on influencing consumer buying behavior towards cosmetic product. The results of this study contribute to improving marketing activity of marketers and firms of cosmetic product industry in the Malaysian market.

Actions (login required)

View Item