Impact of Digital Advertisement upon Consumer Buying Behavior in Nepal
| Autor: | Asmita Maharjan, Huisheng, Ji |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2022 |
| Předmět: | |
| DOI: | 10.5281/zenodo.6634941 |
| Popis: | As indicated by the various literatures reviewed for the study there seems to be an underlying influence of digital advertisement on consumer buying behaviors and the study tries to identify any such influence on the buying behavior of consumers who use such digital platforms from Nepal. A structured questionnaire with Likert scale is administered to collect related opinions from the respondents. The literatures of the study also indicate that the various digital advertisement styles of a product have certain influence in the consumer’s buying behavior. The study expects to provide valuable insight regarding the importance and effectiveness of digital advertisement. {"references":["Neupane, N. Nepal added over 250 internet users per hour. The kathmandu post.","Agnihotri, R., Kothandaraman, P., Kashyap, R., & Singh, R. (2012). Bringing \"social\" into sales: The impact of salespeople's social media use on service behaviors and value creation. Journal of Personal Selling & Sales Management, 32(3), 333-348.","Chattopadhyay, T., Shivani, S., & Krishnan, M. (2010). Marketing mix elements influencing brand equity and brand choice. vikalpa, 35(3), 67-84.","Kotler, P. (1965). Behavioral models for analyzing buyers. Journal of Marketing, 29(4), 37-45.","Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of marketing, 68(1), 1-17.","Sen, R.(2014). Online Shopping: A Study of the Factors Influencing Online Purchase of Products in Kolkata. International Journal of Management and Commerce Innovations. 2(1):44-52."]} |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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