IJEBM | Influences of Digital Marketing in the Buying Decisions of College Students in Ramanathapuram District, Tamilnadu, India

Indexing and Abstracting

Influences of Digital Marketing in the Buying Decisions of College Students in Ramanathapuram District, Tamilnadu, India

Ignatious Inpa Rajathi P. , Arockiadass A. , S. Anbalagan

International Journal of Engineering, Business And Management(IJEBM), Vol-7,Issue-6, November - December 2023, Pages 12-19 , 10.22161/ijebm.7.6.3

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Article Info: Received: 09 Nov 2023; Received in revised form: 10 Dec 2023; Accepted: 20 Dec 2023; Available online: 30 Dec 2023

Abstract:

This research investigates the influence of digital marketing channels on purchasing decisions among college students in Ramanathapuram District. The study highlights that social media marketing, online advertising, and mobile marketing exhibit substantial positive effects on purchase decisions. However, email marketing's impact appears to be more complex. Moreover, the study explores how demographic variables like gender and academic level shape these effects. Notably, freshman students display varying susceptibility to specific digital marketing messages compared to their junior, senior, or graduate counterparts. These findings offer crucial insights for marketers aiming to tailor their strategies effectively to the preferences and behaviors of college students. By understanding the differential impacts of various digital marketing channels and considering demographic nuances, marketers can refine their approaches, optimize engagement, and ultimately enhance the effectiveness of their campaigns in targeting this demographic.

Keywords:

Influence, Digital marketing, Purchase decisions, Online advertising, Mobile marketing, Email marketing

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