Role of Digital Marketing on Buying Behaviour of Youth
K. Bhavani Selvi

Dr. K. Bhavani Selvi, Assistant Professor, Department of Commerce, Dharmamurthi Rao Bahadur Calavala Cunnan Chetty Hindu College, Pattabiram Chennai (Tamil Nadu), India.
Manuscript received on 04 December 2019 | Revised Manuscript received on 20 December 2019 | Manuscript Published on 31 December 2019 | PP: 386-388 | Volume-8 Issue-4S3 December 2019 | Retrieval Number: D10861284S319/2019©BEIESP | DOI: 10.35940/ijrte.D1086.1284S319
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Abstract: This study was aimed to explore the customer perception towards various digital marketing practices followed by various e-commerce service providers in India. The researcher has adopted survey method with the help of questionnaire the primary data were collected from the youth who all are residing in Thiruvalluvar district of Tamil Nadu. The convenience sampling technique was adopted to collect the primary data from all the e-commerce and social media users in the study area. The result indicates that three factors such as, convenience, website design and time saving are the major factors influencing the customer perception towards digital marketing practices of various online service providers in India. Further, this study proves that safety and security measures in the online shopping websites need to be improved for the purpose of attracting and retain the customers over a period of time towards their website. To conclude, Online shoppers those who purchase the products and services via digital platform are suggested to spend some time to know about authenticity of information available in different platforms. The website should be attractive and well designed to capture the attention of the various customers to make their purchase decision.
Keywords: Digital Marketing, Online Shopping, Social Media and Youth Buying Behavior.
Scope of the Article: Marketing and Social Sciences