Download or read book Impact of digital marketing on consumer psychology written by Shweta Singh and published by GRIN Verlag. This book was released on 2022-10-04 with total page 56 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2022 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 10, , language: English, abstract: The research aim is to address the impact of digital marketing on consumer psychology. Traditional marketing strategies are currently being replaced with digital marketing strategies as a result of highly competitive nature of the firm and the technical developments enabled by usage of the internet. Digital marketing spans a wide area in a market with intense competition. It comprises looking at company strategies that use digital technology to save costs while also expanding operations globally. Digital marketing has a greater opportunity for business growth in the coming years since consumers are happy when making purchases online and believe it to be more secure than traditional marketing. Consumers can now review product specifications and compare performance as needed because of digital marketing, providing them the flexibility to choose and the mobility to place orders wherever they are, whenever they want. As a result of improved technology and increased online contact, consumer connectedness is increasing every day, altering consumer preferences as well as requiring that businesses understand consumer psychology. This research investigates how consumer psychology is impacted by digital marketing. Digital marketing may eventually replace traditional marketing due to its positive impact on consumer psychology. The following research objectives are going to be looked at: 1. To explore the conceptual understanding of digital marketing and consumer psychology 2. To analyse impact of digital marketing on consumer psychology toward purchasing decision 3. To select an appropriate framework for assessing the consumer psychology of online shoppers

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Download or read book Online Consumer Psychology written by Curtis P. Haugtvedt and published by Psychology Press. This book was released on 2005-03-23 with total page 685 pages. Available in PDF, EPUB and Kindle. Book excerpt: Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online. The theories and research methods help provide greater insight into the processes underlying consumer behavior in online environments. Broken into six sections, this book: focuses on community and looks at the Internet's ability to bring like-minded individuals from around the world into one forum; examines issues related to advertising, specifically click-through rates and advertising content placed within gaming online and wireless networks; provides readers with reasons why consumers customize products and the benefits of customization; discusses the psychological effects of site design; asks the question of whether the Internet empowers consumers to make better decisions; and discusses research tools that can be used online.

Download or read book Online Consumer Behavior written by Angeline Close and published by Routledge. This book was released on 2012 with total page 402 pages. Available in PDF, EPUB and Kindle. Book excerpt: First Published in 2012. Routledge is an imprint of Taylor & Francis, an informa company.

Download or read book How to Learn Digital Marketing from Scratch and Alone Volume 06 written by Max Editorial and published by BookRix. This book was released on 2024-08-01 with total page 45 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing psychology is a fascinating field that explores how human behavior influences purchasing decisions and how marketers can utilize this knowledge to create more effective campaigns. Understanding the psychology behind consumer choices can transform marketing strategies, helping brands connect with their audiences in a deeper and more meaningful way. What is Marketing Psychology? Marketing psychology studies how psychological factors influence consumer decisions. This includes an analysis of the emotions, perceptions, attitudes and motivations that affect how and why people buy products and services. Understanding these aspects allows marketers to create messages and strategies that resonate with target audiences. The Importance of Understanding Consumer Behavior Understanding consumer behavior is essential to creating marketing strategies that really make an impact. When brands know their customers' motivations and needs, they can develop campaigns that meet those demands more effectively. This not only increases the chances of conversion but also builds loving relationships with consumers. Main Concepts in Marketing Psychology Motivation : What drives consumer behavior? Motivation can be divided into basic needs (such as food and shelter) and psychological needs (such as self-image and status). Understanding these motivations helps brands create campaigns that meet these needs. Perception : How do consumers interpret and give meaning to the information they receive? Perception can be influenced by factors such as product presentation, branding and marketing messages. Brands that understand how to shape perception can create a more favorable and attractive image. Attitudes : Consumers' attitudes towards a product or brand can determine their purchasing behavior. Attitudes can be influenced by past experiences, recommendations from friends and family, and marketing campaigns. Emotions : Emotions play a crucial role in purchasing decisions. The ability to evoke positive emotions, such as joy or reassurance, can increase the likelihood of conversion and brand loyalty. Practical Applications in Digital Marketing Market Segmentation : Using psychological data to segment target audiences based on their behaviors and preferences can make campaigns more effective. For example, segmenting consumers based on their motivations or attitudes can help create more targeted and impactful messages. Personalization : Personalizing marketing experiences, such as product recommendations based on purchasing history or online behavior, can create a sense of relevance and increase engagement. Testing and Adjusting : Conducting A/B testing to understand how different messages and offers affect consumer behavior can provide valuable insights and help optimize campaigns. Conclusion Marketing psychology offers deep insight into how consumers think and age. By applying the principles of psychology to digital marketing, professionals can create more effective strategies and build stronger networks with their audiences. This knowledge is fundamental for anyone who wants to understand and influence consumer behavior effectively.

Download or read book Digital Marketing and Consumer Engagement Concepts Methodologies Tools and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2018-01-05 with total page 1723 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Download or read book Digital Advertising written by Shelly Rodgers and published by Routledge. This book was released on 2017-02-17 with total page 592 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.

Download or read book Decoding Digital Consumer Behavior written by Alfonso Pellegrino and published by Springer Nature. This book was released on with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Consumer Behavior in Digital Age written by and published by Idea Publishing. This book was released on 2019-07-01 with total page 145 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book covers fundamentals as well as the core schema of digital technologies and consumer behavior. While reading the book, the reader can connect from the primary to advanced level of digital technologies and consumer behavior. This book will prove to be useful for all the professionals and students of professional courses. This book enriches the marketing management know-how and enables in formulating the marketing strategies in the current digital age.

Download or read book Consumer Psychology in a Social Media World written by Claudiu V. Dimofte and published by Routledge. This book was released on 2015-09-16 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer Psychology in a Social Media World seeks to illustrate the relevance of consumer psychology theory and research to understanding the social media world that has rapidly become a key component in the social and economic lives of most individuals. Despite the rapid and widespread adoption of social media by consumers, research focused on individuals’ use thereof and its implications for organizations and society has been limited and published in scattered outlets. This has made it difficult for those trying to get either a quick introduction or an in-depth understanding of the associated issues to locate relevant scientific-based information. The book is organized into five broad sections. The first presents a summary overview of social media, including a historical and cultural perspective. The second section is focused on social media as a modern form of word of mouth, always considered the most impactful on consumers. It also touches upon a motivational explanation for why social media has such a strong and broad appeal. Section three addresses the impact that consumers’ switch to social media as a preferred channel has had on marketers’ branding and promotional efforts, as well as the ways in which consumer involvement can be maintained through this process. Section four takes a methodological perspective on the topic of social media, assessing ways in which big data and consumer research are influenced by novel ways of gathering consumer feedback and gauging consumer sentiment. Finally, section five looks at some consumer welfare and public policy implications, including privacy and disadvantaged consumer concerns. Consumer Psychology in a Social Media World will appeal to those who are involved in creating, managing, and evaluating products used in social media communications. As seen in recent financial and business market successes (e.g., Facebook, Twitter, LinkedIn, Instagram, Pinterest, WhatsApp, etc.), businesses focused on facilitating social media are part of the fastest growing and most valuable sector of today’s economy.

Download or read book The Psychology of Advertising written by Bob M. Fennis and published by Psychology Press. This book was released on 2015-12-22 with total page 451 pages. Available in PDF, EPUB and Kindle. Book excerpt: Advertising is a ubiquitous and powerful force, seducing us into buying wanted and sometimes unwanted products and services, donating to charitable causes, voting for political candidates, and changing our health-related lifestyles for better or worse. The impact of advertising is often subtle and implicit, but sometimes blatant and impossible to overlook. This revised and fully updated new edition of The Psychology of Advertising offers a comprehensive and state-of-the-art overview of the psychological findings on the impact of advertising, and discusses the research in the context of recent developments in the fields of social and consumer psychology. Key questions covered in the volume include: What impact does advertising have on consumer behavior? What causes this impact? What are the psychological processes responsible for the effectiveness of advertising? How do consumers make sense of advertising messages? Which messages "get across" successfully and when, and why? How do new online and digital technologies affect consumer judgement and choice? Engagingly written, and including a comprehensive glossary of frequently used concepts, The Psychology of Advertising is a unique and invaluable resource for advanced undergraduate and graduate students, and for researchers and lecturers in social psychology, marketing, and communications. It is also a valuable guide for professionals working in advertising, public health, public services and political communication.

Download or read book Encouraging Participative Consumerism Through Evolutionary Digital Marketing Emerging Research and Opportunities written by Kaufmann, Hans Ruediger and published by IGI Global. This book was released on 2017-05-17 with total page 231 pages. Available in PDF, EPUB and Kindle. Book excerpt: Technology has changed the buying and selling industry. Research of various consumer patterns can result in an increase of profits of organizations and corporations. Encouraging Participative Consumerism Through Evolutionary Digital Marketing: Emerging Research and Opportunities is an authoritative reference source featuring the latest scholarly research on best practices of building relationships with online communities to engage consumers. Including various topics and perspectives such as consumer behavior, social media, and search engine optimization (SEO) this publication is ideally designed for professionals, researchers, and students seeking current research on the application of novel technologies in marketing.

Download or read book Leveraging Consumer Behavior and Psychology in the Digital Economy written by Suki, Norazah Mohd and published by IGI Global. This book was released on 2020-06-26 with total page 299 pages. Available in PDF, EPUB and Kindle. Book excerpt: With the increasing prevalence of information, communication, and technology, including social media, in the digital economy, leveraging consumer behavior and psychology has become a dominant ground for researchers and practitioners to inspect the trends, opportunities, and challenges to social networking service (SNS) developers and online firms. These platforms have become a key channel for social interactions and networking among individuals and online communities to leverage business activities in respect to product and service visibility and sustainability via the internet. Leveraging Consumer Behavior and Psychology in the Digital Economy is a pivotal reference source that provides current research on topics relevant to consumer behavior, consumer psychology, consumer value, customer satisfaction, and loyalty and how best to utilize this research consumer behavior and psychology in the digital economy. Emphasizing critical topics in the field of consumer behavior research, this publication is a wide-ranging resource for professionals, practitioners, marketers, retailers, business managers, academics, researchers, and graduate-level students interested in the latest material on consumer behavior and psychology in the digital economy.

Download or read book Consumer Behaviour and Digital Transformation written by Ayantunji Gbadamosi and published by Taylor & Francis. This book was released on 2024-03-11 with total page 297 pages. Available in PDF, EPUB and Kindle. Book excerpt: This comprehensive textbook explores how technological developments and emerging technologies impact on, and engage with, consumer behaviour and decision making globally. The book will enable readers to develop a coherent understanding of the basic underpinnings of consumer behaviour as they relate to individual and group-oriented consumption decisions, offering insight into how consumer behaviour, contemporary real-life situations, and digital technology are inextricably linked. Key learning objectives, exercises and activities, boxed examples and analytical frameworks facilitate and enrich students’ learning. Each chapter includes ‘pause, plan, and practice (PPP)’ activities, as well as real-life case studies exploring digital consumption, digital consumer experiences, and digital trends across industries, from global companies such as Nike and McDonald’s to the digital transformation of SMEs. Combining a thorough examination of traditional theory with a fresh approach to the impact of digital transformation on consumer behaviour, this textbook should be core reading for advanced undergraduate and postgraduate students studying Consumer Behaviour, Consumer Psychology, Customer Experience Management, and Digital Marketing. This book will be accompanied by online resources for the use of instructors, including PowerPoint slides and a test bank.

Download or read book Online Impulse Buying and Cognitive Dissonance written by Giovanni Mattia and published by Springer Nature. This book was released on 2021-02-12 with total page 99 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumers’ beliefs and attitudes towards online sales significantly influence buying behavior on the internet. However, the impact of these thoughts and beliefs on the decision to make an online purchase is not direct. It can be moderated by the emotions experienced while browsing an e-commerce website. Impulse buying in particular is influenced by a number of factors, for example how stimulating the e-shopping platform is, and how easy it is to click on the cart a certain product, for instance a smartphone. But what happens after an online impulse buy is made? Often the customer can regret the purchase and in the throes of anxiety, look for reasons to justify the choices made. Consumer behaviour scholars and pyschologists call this phenomenon cognitive dissonance, and certain individuals are more sensitive than others in developing this than others. This book offers a deep investigation around online impulse buying and subsequent cognitive dissonance. Specifically, the authors present a research case study of a group of millenials who are shopping for smartphones to study whether an initial positive state can reduce the onset of cognitive dissonance in consumers. Based on substantial research and a sample of 212 impulsive millennial buyers, the book provides a comprehensive, but simple and synthetic framework of impulse buying, cognitive dissonance and positive affect state, highlighting their relationships.

Download or read book Marketing Innovation Strategies and Consumer Behavior written by Barbosa, Belem and published by IGI Global. This book was released on 2024-04-09 with total page 490 pages. Available in PDF, EPUB and Kindle. Book excerpt: In today's fast-paced global marketplace, businesses grapple with the relentless demand for innovation in marketing strategies. The landscape is ever-evolving, driven by digital advancements and shifting consumer behaviors, leaving companies scrambling to stay relevant. Academic scholars, educators, and managers face a formidable challenge: deciphering the complex web of trends and technologies shaping modern marketing while equipping themselves with actionable strategies to thrive in this dynamic environment. By delving into topics ranging from digital marketing and sustainability initiatives to data analytics and emerging technologies, Marketing Innovation Strategies and Consumer Behavior equips readers with the tools they need to survive and thrive in the modern marketplace. Its emphasis on real-world case studies ensures practical relevance, while its theoretical underpinnings offer a solid foundation for academic inquiry. This book is an indispensable resource for scholars seeking to deepen their understanding of marketing innovation, providing actionable insights and strategic frameworks to navigate the complexities of the digital age with confidence and agility.

Download or read book Digital Marketing written by Yoram (Jerry) Wind and published by John Wiley & Sons. This book was released on 2002-02-28 with total page 427 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Digital Marketing" ist der Auftakt zu einer neuen Buchreihe von Whartons berühmtem 'SEI Centre for Advanced Studies in Management' unter der Leitung von Professor Jerry Wind. Dieser Band konzentriert sich auf Marketingstrategien, Methoden und Fälle im internationalen E-Business. Mit Beiträgen von international führenden Experten amerikanischer Top-Business Schools, wie z.B. Wharton, der Universitäten von Texas und Columbia, der Harvard Universität, der Northwestern Universität, der Universitäten von Michigan und Duke sowie des Massachusetts Institute of Technology (MIT). Darüber hinaus gibt es auch ausgewählte Aufsätze von internationalen Experten aus Wissenschaft und Praxis. Profitieren auch Sie von den besten globalen Ideen und den neuesten Erkenntnissen im digitalen Marketing.