Author(s): Uttera Choudhary and Neeraj
Internet performs very significant functions in today’s digital age and it is accessed by a large number of people, business entities and service companies for diverse purposes. A very important element of internet is the digital marketing. Digital marketing focusses on formulating and implementing the marketing strategies of a business firm by utilising digital media channels. Digital marketing includes online Shopping, wherein the customers immediately purchase the goods and services at any time from any place and with wide options available in the shortest period. The past few years have experienced a very significant transition in the modern business world because of the Covid-19 pandemic. The Covid -19 virus caused many uncertainties for consumers as well as marketers, which led to behavioural changes like working remotely, spending a lot of time indoors, avoiding crowded areas, increasing social media engagement, shifting towards online content, etc. and all of these had an immense impact on the buying pattern of the consumers. Due to increased online engagement of the people business firms can utilise digital platforms for attracting and retaining consumers by putting digital marketing tactics into practice. The main goal of this research study is to investigate the impact of digital marketing on the online buying behaviour of consumers post Covid-19 period using the Exploratory Factor Analysis Approach. For this purpose, a self-administered questionnaire was prepared and circulated among 150 respondents who were college students. The responses received were analysed by applying Exploratory factor analysis and multiple regression analysis in IBM SPSS.
The results of exploratory factor analysis have suggested five important digital marketing factors, which play a very significant role in influencing the buying behaviour of consumers. The impact of those factors was further studied by utilising multiple regression analysis, which shows 81% of the total variance in buying behaviour is explained by the derived factors and the rest is because of other factors which are not part of this research study.