PSYCHOLOGICAL INFLUENCE OF DIGITAL MARKETING ON CONSUMER BUYING DECISION
Abstract
The study examines the diverse positive and negative psychological influence created by the digital marketing on purchase of FMCG products. An empirical study that is thoroughly planned and organized should be carried out in order to gather the observations and opinions of digital consumers. For the purpose of obtaining the viewpoints of respondents who are willing to provide their replies and are prepared to devote some of their time to doing so, the researcher decided to use the judgment sampling approach. The sample size of the study was framed to be 256 based on statistical tools used for the study. The statistical tools used in the study are path analysis which is used for analyzing the problems and influences of digital marketing on psychological mindset of digital consumers. The hindering factors on the psychological influences is significantly impacting the purchase decisions of digital buyers negatively which is clearly evident from the negative value of 0.730 which signifies the areas of improvement that is vital for increasing the dependence on digital purchasing. The positive factors are having significant influence on the purchase decision where overall values of 0.99 have vital impact on the purchase decisions. The major influences are significantly reflected in the model which has significant positive influences on the purchases using the digital marketing while negative influences has to be addressed to enhance the overall purchases based on psychological impacts.
Keyword : Digital Marketing, Psychological Influences, Rational Influences, Unplanned Purchases and Consumer Choices.
This work is licensed under a Creative Commons Attribution 4.0 International License.
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