Chapter - 1: A Study On Digital Marketing and Its Influnce On Purchase Decision

A STUDY ON DIGITAL MARKETING AND ITS INFLUNCE ON PURCHASE
DECISION.
CHAPTER - 1
Introduction
1.1 Background
The tracks of digital marketing can be traced back to 1990, when the 1st
generation of technology was developing, there are many different practices and
processes involved in the aspect of digital marketing, these practices and processes
have a wide impact on the selection and purchase decision of the potential customers.
Various Techniques are used to generate leads and nourish them to get them
embedded into your Customer life cycle. My study involves 4 such Factors which are
studied using respondent’s data, for future in-depth knowledge about the effects of
these on Purchase Decision of the customers.
Branding has been an integral part of business since decades ago but the
digital marketing phase has given it tremendous boost as it increases the effectiveness
of marketing, Digital marketing has a big advantage over Advertisement budgets as
they make it easier to calculate the return of investment of marketing, A few other
benefits of Digital marketing are it rectifies the geographic constraints involved in
marketing Since the establishment of Digital Marketing any product Can be
advertised anywhere although over usage of technology has brought too much noise
In the process and usually maximum of target audience is lost causes there are too
many advertisements to be seen by too less people.
1.2 Need or Importance
The need for my study is very significant it helps in the following aspects of
digital marketing.
1. Helps in understanding the factors involved in the process of digital marketing
2. Helps in knowing the impact of these factors
3. Helps in knowing the dependency of these factors

Provides grounds for further and deeper understanding of no so rational behavior of
customers
1.3Theoretical implication
My study assumes 4 processes with interesting implications on the purchase

decision of customers it studies factors based on its indicators such as relevance of
advertisements, frequency of usage, persuasiveness, level of engagement, interest Etc
all these indicators are a part of a larger construct and my study is focused on gaining
information to know the relation between these indicators and its underlying
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DECISION.
constructs to ultimately be able to alter the elements involved in the purchase decision
making process.
1.4 Recent trends
Although digital marketing itself isn’t a new topic of study but the growing
Era of internet is responsible for some of the best out to be trends in the market
• Multiple Source Advertising is a concept that has turned out to be an

arrangement of compulsion in this growing world of content the marketers use
multiple channels of advertisement for the same product to increase the reach
of the product or service
• Social media management has become a widely known and studied subject of
matter different channels like face book twitter linked in etc are used to
Endorse products according to the time and convince of the customers.
• Development of Deep learning machine algorithms has opened up a new space

for Delivering necessary content to target audience seamlessly and effortlessly
and it possible to rely on machines to figure your next move
• Interactive advertisements like touch billboards and demo app Advertisements

have found a new interesting way to get higher level of engagement in the
advertisements although it Faces short comings of repeat engagement.
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DECISION.
CHAPTER-2
LITREATURE REVIEW
1. Wymbs, C. (2011). To put light on the promoting patterns and development

of an up coming promoting medium; digital showcasing is living in the
shadows and is underrated discoveries of the paper likewise demonstrate the
need furthermore, direness for computerized showcasing being a particular
subject of issue.
2. Waitman, R. (1998). To consider the capability of computerized showcasing

and its agenda. The eventual fate of showcasing lies in digitization, Digital
showcasing can help simple and successful conveyance of message to the
objective.
3. Rowley, J. (2008). To decide the attainability of computerized content

creation and circulatory process Advanced substance creation and
communicate makes a difference encourage smooth and composed promoting
drills with quantifiable outcomes.
4. Naude, P. (2002). To think about the interior/individual factors influencing

buy of merchandise and ventures Individual factors, for example, sex age
culture religion and so forth have a critical affect on the buy basic leadership.
5. Ozaki, R. (2008). To research if promoting and marking systems can help set
up green brands and present greener examples of utilization comes about
demonstrate a relationship between purchaser trust in the execution of green
items and their pro‐environmental convictions as a rule
6. Villar-López, A. (2014) To think about connection between Authoritative

development also, Technological development. The outcome demonstrates
that authoritative development is a critical part that leads to mechanical
development and better execution
7. Wang, Y. (2008). To locate the most appropriate model to empower open

advancement Open plans of action have demonstrated to support more
noteworthy developments in associations.
8. Edmiston, D. (2015).To consider the developing systems executed to induce

clients and level of simplicity of business talks more about technologies
coming together to form a system that is effective and functional in the
process of digitized marketing.
9. Valos, Michael John, et al.To examine the structure issue for administrations
advertisers specifically as they vary from FMCG, mechanical and tough
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DECISION.
advertisers in terms of advertising , marking, media and channels The one of a

kind attributes of SM, (for example, intelligence and individualization,
combination of correspondence and circulation channels, instantaneousness
and data gathering) affect conventional showcasing communications
structures.
10. Johnson, M. (2013)to investigate and decide a set of components that are
basic to the accomplishment of business-to-business (B2B) e-showcases in the
aviation what's more, protection, social insurance, advanced education and
nearby government industry divisions to investigate and decide an
arrangement of components that are basic to the accomplishment of business-
to-business (B2B) e-showcases in the aviation what's more, protection,
medicinal services, advanced education and nearby government industry
segments The investigation discovered eight factors that are basic to e-
advertise achievement and four factors (minimum amount, combination issues,
esteem suggestion, and authority interest) were found to be helpful for e-
market success in each of the four industry segments. In like manner, four
variables (industry information, income demonstrate, marking and notoriety,
furthermore, rich substance) were observed to be just helpful to e-showcase
accomplishment in three of the four business areas.
11. Zineldin, M. (2000). To find the unique parts of relationship promoting and
how it connections to the innovation refreshing It is exhibited that everything
organizations do to manufacture purchaser reliability is influenced by
innovation. It is demonstrated that conventional, relationship, and
technological ship marketing are on a very basic level extraordinary. The
technological-ship marketing takes into consideration distinctive composes of
cooperative energy impacts
12. Decker, R., Wagner, R., & Scholz, S. W. (2005) .This paper presents a new
approach for independent internet‐based ecological filtering, which joins idea
of powerless signs with "data for maturing hypothesis A structure in light of
data searching hypothesis is appropriate to the errand of deciding the
pertinence of reports what's more, encourages the computerization of data look
forms. A model ecological examining arrangement of this type outflanked
human specialists in a normal examining undertaking.
13. Grossberg, K. A. (2016) Outline the key suggestions for new promoting
patterns based on computerized innovation. Under all developing advanced
technology situations, the advertiser's activity turns out to be more
unpredictable also, more key to the communication between the clients and the
company
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DECISION.
14. Hanaysha, J. R. (2018). to inspect the impacts of corporate social duty, social
media showcasing, deals advancement, store condition and seen an incentive
on a buy choice in the retail part. the impact of social media advertising on
buy choice is immaterial. At last, the comes about demonstrated that seen
esteem has a noteworthy constructive outcome on a buy choice.
15. Song, S., & Yoo, M. (2016).To analyze whether web-based social networking
may affect a client's acquiring decision amid the pre-buy phase of benefit
utilization. the advantages of social media do have a positive connection with
clients buy decision particle, yet not all things are critical to a comparable
degree
16. Taiminen, H. M., & Karjaluoto, H. (2015). to give bits of knowledge into
the usage and objectives of digital marketing, and inspects factors that impact
the reception furthermore, utilization of advanced marketing channels in
SMEs. The consequences of this investigation uncover that SMEs appear not
utilize the maximum capacity of the new digital tools, as are not determining
advantage from the openings they give.
17. Keegan, B. J., & Rowley, J. to add to learning with respect to SMM
methodology by building up a phase display of SMM assessment and
revealing the challenges in this process. The SMM assessment system is
created. This system has the following six phases: setting assessment,
destinations, distinguishing ,key execution, pointers (KPIs), distinguishing
measurements, information accumulation and investigation, report age and
administration choice making
18. Persaud, A., & Azhar, I. (2012). To examine purchasers' ability to

acknowledge advertising through their cell phones. The outcomes demonstrate
that purchasers' shopping style, mark trust, and esteem are key inspirations for
participating in portable promoting through their cell phones
19. Holliman, G., & Rowley, J. (2014). To attract regard for the rising marvel of
business to business (B2B) advanced substance advertising, offers a range of
bits of knowledge and reflections on great hone and contributes to
hypothetical comprehension of the part of advanced substance in advertising
online networking and esteem include content, and is seen to be a helpful
apparatus for accomplishing and maintaining put stock in mark status. Making
content that is profitable to B2B gatherings of people requires brands to take a
"distributing" approach
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DECISION.
20. Baena, V. (2016). to dissect the part of on the web and portable showcasing as
drivers of mark love. This work affirms that despite the way that players are
applicable resources and ventures, sports supervisors need to think their
endeavors on dealing with the group's mark, as this is one of the organization's
most critical resources
21. Shen, H., Song, C., Li, M., & Jiang, Q. (2015). utilizes the content
investigation programming ROST Content Mining (ROST CM) Framework to
complete a contextual analysis of the SNS goal advertising of Singapore on
Chinese market The examination of the contrasts in the picture of Singapore
displayed between an authority and a private SNS account demonstrates that
Singapore does genuinely well in official advertising through SNS in China
also, the advancement of a genuinely total goal picture and impact
22. Duffett, R. G. (2017). to inspect the impact of intuitive social media

promoting correspondences on youngsters' psychological, full of feeling and
behavioral state of mind parts in South Africa The investigation determined
that online networking advertising correspondences had a positive on every
state of mind part among teenagers, yet on a declining scale, which connects
to the buy pipe.
23. Caemmerer, B. (2009). to show the errands associated with the arranging
what's more, execution of coordinated showcasing interchanges utilizing an
fascinating, real‐life case consider. he arranging and usage of coordinated
showcasing interchanges is complex and includes a extensive variety of
various administration assignments. These include: circumstance examination
and distinguishing proof of advertising correspondences openings; picking the
correct advertising correspondences organization And so on and so forth
24. Bilgihan, A., Kandampully, J., & Zhang, T. (2016). To build up a

hypothetical show for a brought together online client encounter by drawing
from related writing on buyer conduct in the online settings. Ease to find the
Site/application, simplicity of utilize, saw helpfulness, hedonic and utilitarian
highlights, seen pleasure, personalization, social collaborations and multi-
gadget similarity are the precursors of the bound together online customer
encounter Brand engagement, positive informal (WOM) furthermore, rehash
buy are the results of convincing on the web client encounter
25. Tiruwa, A., Yadav, R., & Suri, P. K. (2016). to comprehend the impact of
online brand groups on clients' mentality, who connect with such groups, and
their additionally effect on buy goal (PI). The outcomes illustrate that the
proposed system was found to have a solid match, and seven of eight
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DECISION.
connections conjectured were found to be critical. The online brand groups

have an affect on clients' expectation to buy.
26. Duffett, R. G. (2015). to examine the impact of behavioral mentalities

towards the most well known social medium on the planet, Facebook, among
Twenty to thirty year olds in South Africa (SA), and to decide if different use
and statistic factors affect goal to-buy also, buy recognitions The outcomes
affirm that publicizing on Facebook has a positive effect on the behavioral
states of mind of Twenty to thirty year olds who live in SA
27. Hofacker, C. F., Malthouse, E. C., & Sultan, F. (2016) The reason for this
paper is to evaluate how the investigation of shopper conduct can profit from
the nearness of Huge Data. Enormous Data have the potential to facilitate our
comprehension of each organize in the shopper basic leadership process it now
appears that the idea of the criticism circle between hypothesis and results may
move under the weight of Big Data
28. Parra-Lopez, E., Martínez-González, J. A., & Chinea-Martin, A. (2018).

to decide the drivers of the development of e-devotion in a traveler goal,
giving a demonstrate made out of factors that are under the control of the firm
alongside others that are not completely controllable by experts. Results
demonstrate that youthful individuals give a high valuation to all the factors
utilized as a part of the inquire about. These outcomes add to the writing on e-
unwaveringness in tourism goals and enhance tourism unwaveringness in this
populace fragment.
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DECISION.
CHAPTER-3
COMPANY PROFILE
About Digiby
We are a next generation marketing consulting company with the

mission of driving organization’s growth through superior
customer engagement. We are the leader in marketing automation,
advanced analytics and prescriptive reporting to help the market
leaders grow their impact on sales. With our end-to-end
capabilities, clients can bring us their biggest challenges knowing,
we’ve got what it takes to bring a new business vision to life with
digital.
Our core values
Integrity Empathy Excellence

Being honest and transparent in Showing respect and Striving for excellence in
our dealings withall the compassion for the indivi duals everything we do.
stakeholders – employees, and communities involved in
customers, shareholders. running the business.
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DECISION.
CHAPTER – 4
RESEARCH DEISGN
4.1 Statement of the problem.
Digital marketing was suppose to become a medium for efficient delivery of

relevant data to relevant audience. But the recent changes in the technological sector
are giving rise to a chaotic virtual space with abundance of noise where in a lot of
data forgoes the relevant audience.
Given the current scenario my study helps disectify the factors involved in the process
of digitized marketing and helps rectify the composition of elements to reduce this
noise and make pace of a more efficient and personalized delivery.
4.2 Nature of the study.
This study is descriptive in nature, its is conducted as an effort to explore more

about Digital marketing and its factors another name for it is statistical research. This
research studies the statistical significance of the suggested phenomenon. It involves
quantitative analysis of data collected from the respondents
4.3 Need of the study
The need for my study is very simple it helps in the following aspects of
digital marketing.
1. Helps in understanding the factors involved in the process of digital marketing
2. Helps in knowing the impact of these factors
3. Helps in knowing the dependency of these factors

Provides grounds for further and deeper understanding of no so rational behavior of
customers
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DECISION.
4.4 Scope of the study
My study focuses on the following aspects of digital marketing
1. Studies various factors involved in the present digital marketing world
2. Studies the implications of these factors on an individual level
3. Explores the known & unknown connections between these factors
4.5 Objectives of the study
●To Studies various factors involved in the present digital

marketing world in context with purchase decision.
●To Studies the implications of these factors on the purchase

decision of rational consumers.
4.6 Limitation of the study.
This study has some limitations in its implications and practical approach below
are the limitations of the study.
1. The selection of Sample space is restricted to the city of Bangalore
2. The study is restricted only to 4 Factors involved in digital marketing.
3. It is mainly focused on studying the impact of factors on purchase decision not the
factors themselves.
4. The size of sample space fall short for in-depth multi-group analysis.
5. The Research just studies the impact of the factors and doesn’t talk about alteration
of effects
4.7 Research Methodology
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DECISION.
The Research Methodology is articulated around the nature of study and the
best suitable methods where adopted for the study
a) Population
The population of the study is confined to citizens of Bangalore who

are providers of the chosen digital marketing processes and practices in the
study. The point of contact of all involved respondents was Email. Future
stratified sampling method was used for selection.
b) Sample Design
Sampling size
Only data sets with no missing values were selected for
analysis a total of 168 valid respondents were received from the sample
space.
Sampling unit
Target and Providers of the chosen digital marketing processes
and practices in the study
Sampling method
Stratified sampling is adopted in the study and the Sampling

Space Consists of 3 strata’s.
1. 70% End users - Perception of Buyers or users
2. 20% Consultants. - Perception of Ad designers.

3. 10% feedback cycle. - Perception of Ad reviewers.
c) Method of data collection
The study is completed using Primary Data, chosen method of data

collection is Survey Questionnaire.
d) Instrument of data collection
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DECISION.
The instrument of data collection is a survey questionnaire it was

created, Circulated online and the responses were compiled using Google
forms.
e) Drafting a Questionnaire
The questionnaire consists of was drafted taking into consideration the

goals of this study There are 5 constructs in the study 1 Representing
Demographic data and 4 Representing individual Factors. All the constructs
are Formative in nature.
f) Testing of Questionnaire.
A Pilot study was conducted after the drafting of questionnaire which

included
15 Randomly generated responses to test the model validity and construct
validity after which the questionnaire was circulated to 168 Respondents.
g) Hypothesis
Following are the hypothesis Developed for the study
H1: Social media marketing has positive effects on sales.
H2: Email integrated marketing positively impacts sales.
H3: Audio visual content drives higher sales.
H4: Interactive advertisements generate positive call-to-action
h) Data analysis Techniques
The Data for the study was collected using Google forms the compiled
file was later taken for future analysis the tools and techniques involved in the
process were
Descriptive statistical analysis was performed using Google sheets to

get the Statics for individual question from different constructs Frequency
distribution and percentage were used to interpret individual question and
draw conclusions.
This software was used to run different analysis on the data for the
Process of Hypothesis testing, Different algorithms PLS, Bootstrapping, were
performed on the data for Hypothesis testing and interpretations
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DECISION.
CHAPTER-5
Data Analysis And Interpretation.
The data was collected using Google Forms And the data was future processed
in Google sheets and Smart PLS 3 the following is a list of Charts and interpretations
involved in the study.
1. Demographics
Chart 5 . 1
ii. Gender Distribution
71
97
MALE FEMALE
Table 5 . 1
Frequency %
Male 97 57.7
Female 71 42.3
TOTAL 168 100
Analysis
Out of the 168 respondents 97(57.7%) were MALE &

71(42.3%) were FEMALE respondents there were no ‘other’
responses.
Interpretations
There was a fairly even distribution between male and female

respondents, although the number of male respondents is higher.
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DECISION.
Chart 5 . 2
Table 5 . 2
Role %
End user 66.1
Analyst 11.9
Consultants 22.0
Analysis
66.1 % of the respondents were found to be end users, while 11.9% & 22%
were analyst and consultants.
Interpretations
Majority of the respondents were found to be End users.
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DECISION.
Chart 5 . 3
Table 5 . 3
Education Frequency
Marketing 64
Other 72
Sales 10
Analytics 9
Content 13
Analysis
In the study it was found that 64 Respondents were from Marketing
background , 10 from sales , 9 from analytics, 13 from content and 72 From
other (unrelated to Digital marketing)
Interpretations
Majority of the respondents have NON-Digital Marketing Backgrounds.
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DECISION.
2.Social media management
Chart 5 . 4
Table 5 . 4
Likert scale Frequency
Highly Agree (5) 72
Agree (4) 52
Neutral (3) 34
Disagree (2) 5
Highly Disagree (1) 5
Analysis
In the study its seen that 72 respondents Highly agree to using Social media
Frequently where as 52, 34, 5 & 5 respectively Agree, Neutral, Disagree & Highly
Disagree.
Interpretations
Majority of the respondents either agree or highly agree that they use Social
media
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DECISION.
Regularly
Chart 5 . 5
Table 5 . 5
Highly Agree (5) 63
Agree (4) 54
Neutral (3) 44
Disagree (2) 4
Analysis
In the study its seen that 63 respondents Highly agree to have seen
advertisements on social media where as 54, 44, 4 & 3 respectively Agree, Neutral,
Disagree & Highly Disagree.
Interpretations
Majority of the respondents either agree or highly agree to have seen

advertisements
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DECISION.
on social media.
Chart 5 . 6
Table 5 . 6

Highly Agree (5) 30
Agree (4) 57
Neutral (3) 62
Disagree (2) 15
Analysis
In the study it’s seen that 62 respondents are neutral in belief of

persuasiveness of social media advertisements where as 57, 30,15 & 4 respectively
Agree, Neutral, Disagree & Highly Disagree.
Interpretations
Majority of the respondents either agree or highly agree that social media
Advertisements are persuasive.
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DECISION.
Chart 5 . 7
Table 5 . 7
Highly Agree (5) 17
Agree (4) 47
Neutral (3) 61
Disagree (2) 28
Analysis
In the study it’s seen that 61 respondents are neutral in making purchase
decision on social media advertisements where as 47, 17, 28 & 15 respectively Agree,
highly agree, Disagree & Highly Disagree.
Interpretations
Majority of the respondents either agree or highly agree that they make
purchase decision based on Social media
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DECISION.
3. E-mail integrated marketing
Chart 5 . 8
Table 5 . 8
Highly Agree (5) 83
Agree (4) 48
Neutral (3) 25
Disagree (2) 6
Analysis
In the study it’s seen that 83 respondents highly agree to be using Email where
as 48, 25, 6 & 6 respectively Agree, Neutral, Disagree & Highly Disagree.
Interpretations
Majority of the respondents either agree or highly agree to be using Email.
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DECISION.
Table 5 . 9
Table 5 . 9
Highly Agree (5) 58
Agree (4) 42
Neutral (3) 45
Disagree (2) 13
Analysis
In the study it’s seen that 58 respondents highly agree to be checking their
mail regularly where as 42, 45, 13 & 10 respectively Agree, Neutral, Disagree &
Highly Disagree.
Interpretations
Majority of the respondents either agree or highly agree that their mails are
checked on a daily basis.
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DECISION.
Chart 5 . 10
Table 5 . 10
Highly Agree (5) 14
Agree (4) 42
Neutral (3) 75
Disagree (2) 29
Analysis
In the study it’s seen that 75 respondents are neutral to relevance of mail
where as 14, 42, 29 & 8 respectively Agree, Neutral, Disagree & Highly Disagree.
Interpretations
Majority of the respondents Are neutral to the statement that the mails they get
are relevant.
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DECISION.
Chart 5 . 11
Table 5 . 11
Highly Agree (5) 11
Agree (4) 33
Neutral (3) 71
Disagree (2) 31
Analysis
In the study it’s seen that 71 respondents are neutral towards making purchase
decision bases on Emails where as 33, 11, 31 & 22 respectively Agree, Neutral,
Interpretations
Majority of the respondents Are neutral to the statement that they make
purchase decision on the basis of relevant mails.
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DECISION.
4. Audio Visual Content

Chart 5 . 12
Table 5 . 12
Highly Agree (5) 49
Agree (4) 74
Neutral (3) 32
Disagree (2) 5
Analysis
In the study it’s seen that 74 respondents agree to have seen audio visual
content where as 49, 32, 5 & 8 respectively highly Agree, Neutral, Disagree & Highly
Disagree
Interpretation
Majority of the respondents either agree or highly agree to have seen audio
visual
Content
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DECISION.
Chart 5 . 13
Table 5 . 13

Highly Agree (5) 37
Agree (4) 70
Neutral (3) 43
Disagree (2) 13
Analysis
In the study its seen that 70 respondents Highly agree to have seen
advertisements on social media where as 37, 43, 13 & 5 respectively Agree, Neutral,
Interpretations
Majority of the respondents either agree or highly agree that audio
Visual advertisements are more Engaging compared to traditional methods
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DECISION.
Chart 5 . 14
Table 5 . 14
Highly Agree (5) 42
Agree (4) 64
Neutral (3) 43
Disagree (2) 12
Analysis
In the study it’s seen that 64 respondents agree that audio visual
advertisements linger longer where as 42, 43, 12 & 7 respectively Highly Agree,
Neutral, Disagree & Highly Disagree
Interpretations
Majority of the respondents either agree or highly agree audio visual
advertisement linger longer
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DECISION.
Chart 5 . 15
Table 5 . 15
Highly Agree (5) 30
Agree (4) 73
Neutral (3) 47
Disagree (2) 12
Analysis
In the study it’s seen that 73 respondents agree to be taking purchase decisions
On the basis of audio visual content. whereas 30, 47, 12 & 6 respectively Highly
Agree, Neutral, Disagree & Highly Disagree
Interpretations
Majority of the respondents either agree or highly agree to take purchase
decisions On the basis of audio visual content.
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DECISION.
5. Interactive Advertisements
Chart 5 .16
Table 5 .16
Highly Agree (5) 49
Agree (4) 61
Neutral (3) 35
Disagree (2) 14
Analysis
In the study it’s seen that 61 respondents agree to have seen interactive
advertisement Whereas 49, 35, 14 & 9 respectively highly Agree, Neutral,
Disagree & Highly Disagree
Interpretations
Majority of the respondents either agree or highly agree to have seen
interactive Advertisements.
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DECISION.
Chart 5 . 17
Table 5 . 17
Highly Agree (5) 27
Agree (4) 65
Neutral (3) 55
Disagree (2) 13
Analysis
In the study it’s seen that 65 respondents agree to find interactive

advertisement
Interesting Whereas 27, 55, 13 & 8 respectively highly Agree, Neutral, Disagree &
Highly
Disagree.
Interpretations
Majority of the respondents either agree or highly agree to find interactive

Advertisement Interesting in nature.
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DECISION.
Table 5 . 18
Table 5 . 18
Highly Agree (5) 27
Agree (4) 64
Neutral (3) 52
Disagree (2) 18
Analysis
In the study it’s seen that 64 respondents agree that interactive advertisement
help in
creating good imprint of the product Whereas 27, 52, 18 & 7 respectively highly
Agree,
Neutral, Disagree & Highly Disagree.
Interpretations
Majority of the respondents either agree or highly agree that interactive
advertisement
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DECISION.
help in creating good imprint of the product .
Chart 5 . 19
Table 5 . 19
Highly Agree (5) 23
Agree (4) 74
Neutral (3) 50
Disagree (2) 12
Analysis
In the study it’s seen that 74 respondents agree that interactive advertisement
are the most engaging advertisements Whereas 23, 50, 12 & 9 respectively
highly Agree, Neutral, Disagree & Highly Disagree.
Interpretations
Majority of the respondents either agree or highly agree that interactive

advertisement are the most engaging advertisements.
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DECISION.
Chart 5 . 20
Table 5 . 20
Highly Agree (5) 23
Agree (4) 59
Neutral (3) 53
Disagree (2) 13
Analysis
In the study it’s seen that 59 respondents agree that they perform CTA
(Call-To Action) based on interactive Advertisements Whereas 23, 53, 13 &
20 respectively highly Agree, Neutral, Disagree & Highly Disagree.
Interpretations
Majority of the respondents either agree or highly agree that they

perform CTA (CallTo-Action) based on Interactive Advertisements.
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DECISION.
6) Smart PLS
The data from Google sheets was later transferred to Smart PLS 3 and the
following
statistics were developed.
A) Model
Chart 5 . 21
Interpretations
The model consists of 5 different construct each with its own

Formative
indicators Each construct represents an individual Variable in the study,
purchase decision is the dependent variable in the study all other constructs are
designed in order to show direct effect on purchase decision.
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DECISION.
B) PLS Algorithm
i) Path coefficient
Table 5 . 21
Path Coefficients Purchase Decision
Audio Visual Content 0.242
Email Integrated Marketing 0.303
Interactive Advertisements 0.269
Social Media Marketing 0.16
Chart 5 . 22
Interpretations
As the Path coefficient values of all the factor are above 0 this shows a
positive relationship between all the 4 the paths to Purchase decision.
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DECISION.
ii) R square and Adjusted R square
Table 5 . 22
R Square
Latent Variable R Square
Adjusted
Purchase Decision 0.54 0.528
Chart 5 . 23
Interpretations
As the R square values is above 0.5 more than 50 percent of the

variance in the dependent variable data can be explained or linked to the
independent variables in the study.
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DECISION.
iii) VIF and Model fitness
Table 5 . 23
Outer model
Indicators VIF
Advertisement Reach 1.361
Audio visual content 1.152
Email integrated marketing 1.273
Engagement 1.618
Engagement Level 2.218
Frequency of Usage 1.448
Frequency of Usage 1.406
Intrest Level 1.765
Lingering 2.044
Mail Frequency 1.307
Persuasiveness 1.29
Positive Perception 1.933
Reach 1.682
Relevance 1.159
Social Media Management 1.387
Table 5 . 24
inner model
Factors Purchase Decision
Audio Visual Content 1.552
Email Integrated Marketing 1.332
Social Media Marketing 1.554
36
DECISION.
Table 5 . 25
Model Finesst
Saturated Model Estimated Model
SRMR 0.089 0.089
Interpretations
As all the VIF values of the inner and outer model are below 3.0 we
can conclude that the constructs and its indicators do not overlap each other thus
the model has no co linearity issues. Also the SRMR cutoff of 0.1 is maintained in
the estimated Model for determining the model fitness.
37
DECISION.
C) Bootstrapping Algorithm.
Table 5 . 26
Outer Weights
Original Sample Standard
PATH Sample Mean Deviation T Statistics P
(O) (M) (STDEV) (|O/STDEV|) Values
Audio visual content -> Purchase Decision 0.482 0.48 0.092 5.222 0
Email integrated marketing -> Purchase

Decision 0.227 0.222 0.114 1.997 0.023
Interactive Advertisements -> Purchase

Decision 0.323 0.31 0.096 3.364 0
Social Media Management -> Purchase Decision 0.38 0.381 0.099 3.828 0
Table 5 . 27
Path coefficient
Original Sample Standard
T Statistics P
PATH Sample Mean Deviation
(|O/STDEV|) Values
(O) (M) (STDEV)
Audio Visual Content -> Purchase Decision 0.242 0.252 0.065 3.724 0
Email Integrated Marketing -> Purchase

0.303 0.305 0.087 3.477 0
Decision
Interactive Advertisements -> Purchase

0.269 0.265 0.07 3.834 0
Decision
Social Media Marketing -> Purchase

0.16 0.167 0.074 2.172 0.015
Decision
38
DECISION.
Hypothesis Report
t- Values p-values
Hypothesis Path Path coefficients (>0) (>1.96) (<0.03) STATUS
Accepted
H1 SSM > PD 0.38 3.828 0
Accepted
H2 EIM > PD 0.227 1.997 0.023
Accepted
H3 AVC > PD 0.482 5.222 0
Accepted
H4 IA > PD 0.323 3.364 0
Interpretations
1. Social media marketing has positive effects on sales.
2. Email integrated marketing positively impacts sales.
3. Audio visual content drives higher sales.
4. Interactive advertisements generate positive call-to-action
39
DECISION.
CHAPTER – 6
FINDINGS
The finding of my study after manual and Software Algorithm Analysis are as follows
• There was a fairly even distribution between male and female respondents,
although the number of male respondents is higher.
• Majority of the respondents were found to be End users.
• Majority of the respondents are from backgrounds Unrelated to Digital

Marketing Backgrounds.
• Majority of the respondents either agree or highly agree that they use Social
media
Regularly
• Majority of the respondents either agree or highly agree to have seen

advertisements
on social media.
• Majority of the respondents either agree or highly agree that social media
Advertisements are persuasive.
• Majority of the respondents either agree or highly agree that they make
purchase decision based on Social media
• Majority of the respondents either agree or highly agree to be using Email.
• Majority of the respondents Are neutral to the statement that the mails they get
are relevant.
• Majority of the respondents Are neutral to the statement that they make
purchase decision
on the basis of relevant mails
• Majority of the respondents either agree or highly agree to have seen audio
visual
Content in Advertisements
• Majority of the respondents either agree or highly agree that audio visual
advertisements are more Engaging compared to traditional methods.
40
DECISION.
• Majority of the respondents either agree or highly agree audio visual

advertisements
linger longer
• Majority of the respondents either agree or highly agree to take purchase

decisions
On the basis of audio visual content in Advertisements
• Majority of the respondents either agree or highly agree to have seen

interactive advertisement.
• Majority of the respondents either agree or highly agree to find interactive

Advertisements Interesting in nature.
• Majority of the respondents either agree or highly agree that interactive

advertisement
help in creating good imprint of the product.
• Majority of the respondents either agree or highly agree that interactive

advertisement are the most engaging advertisements.
• Majority of the respondents either agree or highly agree that they perform
CTA (Call
To-Action) based on Interactive Advertisements.
• The model consists of 5 different construct each with its own Formative
indicators Each construct represents an individual Variable in the study,
purchase decision is the dependent variable in the study all other constructs are
designed in order to show direct effect on purchase decision.
• As the Path coefficient values of all the factor are above 0 this shows a
positive relationship between all the 4 the paths to Purchase decision.
• As the R square values is above 0.5 more than 50 percent of the variance in
the dependent variable data can be explained or linked to the independent
variables in the study.
• As all the VIF values of the inner and outer model are below 3.0 we can
conclude that the constructs and its indicators do not overlap each
other thus the model has no co linearity issues. Also the SRMR cutoff of 0.1
is maintained in the estimated Model for determining the model fitness.
• Social media marketing has positive effects on sales.
41
DECISION.
• Email integrated marketing positively impacts sales.
• Audio visual content drives higher sales.
• Interactive advertisements generate positive call-to-action.
42
DECISION.
CHAPTER-7
Conclusion
7.1 Bibliography.
1. Wymbs, C. (2011). Digital marketing: The time for a new “academic major”
has arrived. Journal of Marketing Education, 33(1), 93-106.
2. Parsons, A., Zeisser, M., & Waitman, R. (1998). Organizing today for the
digital marketing of tomorrow. Journal of Interactive Marketing, 12(1), 31-46.
3. Rowley, J. (2008). Understanding digital content marketing. Journal of

marketing management, 24(5-6), 517-540.
4. Da Silva, R., Davies, G., & Naude, P. (2002). Assessing the influence of retail
buyer variables on the buying decision-making process. European Journal of
Marketing, 36(11/12), 1327-1343.
5. Pickett-Baker, J., & Ozaki, R. (2008). Pro-environmental products: marketing

influence on consumer purchase decision. Journal of consumer
marketing, 25(5), 281-293.
6. Camisón, C., & Villar-López, A. (2014). Organizational innovation as an

enabler of technological innovation capabilities and firm performance. Journal
of business research, 67(1), 2891-2902.
7. Wang, Y. (2008). Web‐based destination marketing systems: Assessing the

critical factors for management and implementation. International journal of
tourism research, 10(1), 55-70.
8. Edmiston, D. (2015). Strategic digital marketing. Journal of Product & Brand

Management, 24(1), 90-91.
9. Valos, Michael John, et al. "Exploring the integration of social media within
integrated marketing communication frameworks: Perspectives of services
marketers." Marketing Intelligence & Planning 34.1 (2016): 19-40.
10. Johnson, M. (2013). Critical success factors for B2B e-markets: a strategic fit
perspective. Marketing Intelligence & Planning, 31(4), 337-366.
43
DECISION.
11. Zineldin, M. (2000). Beyond relationship marketing: technologicalship

marketing. Marketing Intelligence & Planning, 18(1), 9-23.
12. Decker, R., Wagner, R., & Scholz, S. W. (2005). An internet-based approach
to environmental scanning in marketing planning. Marketing Intelligence &
Planning, 23(2), 189-199.
13. Grossberg, K. A. (2016). The new marketing solutions that will drive strategy
implementation. Strategy & Leadership, 44(3), 20-26.
14. Hanaysha, J. R. (2018). An examination of the factors affecting consumer’s

purchase decision in the Malaysian retail market. PSU Research Review, 2(1),
7-23.
15. Song, S., & Yoo, M. (2016). The role of social media during the pre-
purchasing stage. Journal of Hospitality and Tourism Technology, 7(1), 84-99.
16. Taiminen, H. M., & Karjaluoto, H. (2015). The usage of digital marketing
channels in SMEs. Journal of Small Business and Enterprise
Development, 22(4), 633-651.
17. Keegan, B. J., & Rowley, J. (2017). Evaluation and decision making in social
media marketing. Management Decision, 55(1), 15-31.
18. Persaud, A., & Azhar, I. (2012). Innovative mobile marketing via
smartphones: Are consumers ready?. Marketing Intelligence &
Planning, 30(4), 418-443.
19. Holliman, G., & Rowley, J. (2014). Business to business digital content
marketing: marketers’ perceptions of best practice. Journal of research in
interactive marketing, 8(4), 269-293.
20. Baena, V. (2016). Online and mobile marketing strategies as drivers of brand
love in sports teams: findings from Real Madrid. International Journal of
Sports Marketing and Sponsorship, 17(3), 202-218.
21. Shen, H., Song, C., Li, M., & Jiang, Q. (2015). Shaping destination images
through social networking sites: A case study of Singapore. In Advances in
Hospitality and Leisure (pp. 89-107). Emerald Group Publishing Limited.
22. Duffett, R. G. (2017). Influence of social media marketing communications on

young consumers’ attitudes. Young Consumers, 18(1), 19-39.
44
DECISION.
23. Caemmerer, B. (2009). The planning and implementation of integrated

marketing communications. Marketing Intelligence & Planning, 27(4), 524-
538.
24. Bilgihan, A., Kandampully, J., & Zhang, T. (2016). Towards a unified
customer experience in online shopping environments: Antecedents and
outcomes. International Journal of Quality and Service Sciences, 8(1), 102-
119.
25. Tiruwa, A., Yadav, R., & Suri, P. K. (2016). An exploration of online brand
community (OBC) engagement and customer’s intention to purchase. Journal
of Indian Business Research, 8(4), 295-314.
26. Duffett, R. G. (2015). Facebook advertising’s influence on intention-to-

purchase and purchase amongst Millennials. Internet Research, 25(4), 498-
526.
27. Hofacker, C. F., Malthouse, E. C., & Sultan, F. (2016). Big data and consumer
behavior: Imminent opportunities. Journal of Consumer Marketing, 33(2), 89-
97.
28. Parra-Lopez, E., Martínez-González, J. A., & Chinea-Martin, A. (2018).

Drivers of the formation of e-loyalty towards tourism destinations. European
Journal of Management and Business Economics, 27(1), 66-82.
45
DECISION.
7.2 Questionnaire
A Study On Digital Marketing And Its Influence On Buying Decision.
Hello,
My name is Vedant Shikhare i am studying in PES university, following is a
questionnaire used for my final year project please help me complete my survey and
be a valuable input in my findings.
* Required
1) Demographic Information.
i. Name
Your answer
ii. Gender *
Male
Female
Other
iii. Associated occupation/Role *
Consultant, Planner, Content & Campaign creation, Etc.

Analyst, Feedback cycle , Data mining, Etc.
End user
iv. Education *
Area of Specialty?
Marketing
Sales
Analytics
Content
Other
v. Average Annual Income *
< 1 lac
1 lac - 10 lacs
10 lacs - 1 Cr
>1 Cr
46
DECISION.
2) Social Media Marketing
i. You use social media on a regular basis. *

Select you level of agreement towards the statement on the Scale (3 being neutral)
Totally Disagree
1
2
3
4
5
Totally Agree
ii. You have seen advertisements on social media *
Totally Disagree
1
2
3
4
5
Totally Agree
iii. You believe these advertisements are persuasive or influential. *
Totally Disagree
1
2
3
4
5
Totally Agree
iv. You make purchase decisions based on social media campaigns you have seen. *
Totally Disagree
1
2
3
4
5
Totally Agree
47
DECISION.
3) Email Integrated Marketing.

i. You use electronic-mail (Email). *
Totally Disagree
1
2
3
4
5
Totally Agree
ii. Your mail is checked on a day to day basis. *
Totally Disagree
1
2
3
4
5
Totally Agree
iii. You receive mails directed towards sales in your inbox. *
Totally Disagree
1
2
3
4
5
Totally Agree
iv. These mails are relevant to you as a rational consumer? *
Totally Disagree
1
2
3
4
5
Totally Agree
v. You make purchase decisions on the basis of relevant mails. *
Totally Disagree
1
2
3
4
48
DECISION.
5
Totally Agree
4) Audio visual content
i. You have encountered audio visual advertisements on any digital platform. *
Totally Disagree
1
2
3
4
5
Totally Agree
ii. Audio visual advertisement are more engaging compared to traditional
Advertisements. *
Totally Disagree
1
2
3
4
5
Totally Agree
iii. Audio visual advertisements linger longer in your mind as compared to traditional
ads. *
Totally Disagree
1
2
3
4
5
Totally Agree
iv. You are more likely to purchase products with visual advertisements as to other
sources. *
Totally Disagree
1
2
3
4
5
Totally Agree
49
DECISION.
5) Interactive advertisements
i. You have seen an interactive advertisement. *
Totally Disagree
1
2
3
4
5
Totally Agree
ii. You find them interesting in nature. *

Totally Disagree
1
2
3
4
5
Totally Agree
iii. It is helpful to have interactive advertisement to leave a good imprint of the

product in customer perception. *
Totally Disagree
1
2
3
4
5
Totally Agree
iv. You feel interactive advertisements are the most engaging advertisements. *
Totally Disagree
1
2
50
DECISION.
3
4
5
Totally Agree
v. You have installed Apps after Using a demo app on you device. *
Demo App Ads that can be used before installation in some other apps you already
have (Eg. coin master game ad)
Totally Disagree
1
2
3
4
5
Totally Agree
51
DECISION.
7.3 Conclusion
This study was conducted to explore and learn more about the recent
trends in the world of digital marketing four Different hypotheses drafted for
the study. Social media management, Email integrated marketing, Audio
visual content and Interactive Advertisements Were the phenomena’s Chosen
for the study, these Processes and practices have become a very common part
of once day to day life, Businesses are exploring more and more ways to reach
the untapped potential markets and are turning towards digitization for the
purpose of marketing.
The respondents involved in the study were all rational and the method
of data collection was survey questionnaire, the survey was conducted online
using Google documents of which 168 Respondents gave their valuable input
that helped the study to articulate the Primary data.
Following this study, I learnt about many new tools, techniques and
concepts as mentioned in the Report, this project gave me an Opportunity to
explore the Aspects of marketing I had not known before, for concluding all
the four-proposed hypothesis were accepted by using Smart Pls 3 Algorithms,
Structural Modeling and interpretation skills.
With the help of my internal and external guides the study was
successfully completed as a final note I would like to thank Digiby and PES
university for giving me this opportunity to Learn and explore the corporate
world around us.
Thankyou!
52
DECISION.
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A STUDY ON DIGITAL MARKETING AND ITS INFLUNCE ON PURCHASE

1.2 Need or Importance

2. Helps in knowing the impact of these factors

3. Helps in knowing the dependency of these factors

My study assumes 4 processes with interesting implications on the purchase

1.4 Recent trends

• Multiple Source Advertising is a concept that has turned out to be an

• Development of Deep learning machine algorithms has opened up a new space

• Interactive advertisements like touch billboards and demo app Advertisements

1. Wymbs, C. (2011). To put light on the promoting patterns and development

2. Waitman, R. (1998). To consider the capability of computerized showcasing

3. Rowley, J. (2008). To decide the attainability of computerized content

4. Naude, P. (2002). To think about the interior/individual factors influencing

6. Villar-López, A. (2014) To think about connection between Authoritative

7. Wang, Y. (2008). To locate the most appropriate model to empower open

8. Edmiston, D. (2015).To consider the developing systems executed to induce

advertisers in terms of advertising , marking, media and channels The one of a

18. Persaud, A., & Azhar, I. (2012). To examine purchasers' ability to

22. Duffett, R. G. (2017). to inspect the impact of intuitive social media

24. Bilgihan, A., Kandampully, J., & Zhang, T. (2016). To build up a

connections conjectured were found to be critical. The online brand groups

26. Duffett, R. G. (2015). to examine the impact of behavioral mentalities

28. Parra-Lopez, E., Martínez-González, J. A., & Chinea-Martin, A. (2018).

We are a next generation marketing consulting company with the

Our core values

Integrity Empathy Excellence

4.1 Statement of the problem.

Digital marketing was suppose to become a medium for efficient delivery of

4.2 Nature of the study.

This study is descriptive in nature, its is conducted as an effort to explore more

4.3 Need of the study

1. Helps in understanding the factors involved in the process of digital marketing

2. Helps in knowing the impact of these factors

3. Helps in knowing the dependency of these factors

4.4 Scope of the study

My study focuses on the following aspects of digital marketing

1. Studies various factors involved in the present digital marketing world

2. Studies the implications of these factors on an individual level

3. Explores the known & unknown connections between these factors

4.5 Objectives of the study

●To Studies various factors involved in the present digital

●To Studies the implications of these factors on the purchase

4.6 Limitation of the study.

1. The selection of Sample space is restricted to the city of Bangalore

2. The study is restricted only to 4 Factors involved in digital marketing.

4.7 Research Methodology

The population of the study is confined to citizens of Bangalore who

Stratified sampling is adopted in the study and the Sampling

1. 70% End users - Perception of Buyers or users

2. 20% Consultants. - Perception of Ad designers.

c) Method of data collection

The study is completed using Primary Data, chosen method of data

d) Instrument of data collection

The instrument of data collection is a survey questionnaire it was

The questionnaire consists of was drafted taking into consideration the

A Pilot study was conducted after the drafting of questionnaire which

Following are the hypothesis Developed for the study

H1: Social media marketing has positive effects on sales.

H2: Email integrated marketing positively impacts sales.

H3: Audio visual content drives higher sales.

H4: Interactive advertisements generate positive call-to-action

h) Data analysis Techniques

Descriptive statistical analysis was performed using Google sheets to