Impact of Digital Marketing on Consumer Behavior in Pokhara

Baburam Lamichhane
Lecturer, Prithvi Narayan Campus, Pokhara
baburamlamichhane039@gmail.com
Abstract
Received
Received 7-Jan-22
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Reviewed 22-Feb-22
Revised 11-Apr-22 PDUNHWLQJKDVHYROYHGDORW:LWKWKHLQFUHDVHGXVHRIWHFKQRORJ\VPDUWSKRQHV
Revised
Accepted11-Apr-22
14-May-22 WKHSURGXFHUVRIJRRGVFDQQRZUHDFKFRQVXPHUVDOORYHUWKHJOREH7KXV
Accepted 14-May-22 UHDFKLQJRXWWRFRQVXPHUVWKURXJKWKHLQWHUQHWLVGLJLWDOPDUNHWLQJ'LJLWDO
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ZHUHGLVWULEXWHGDQGDYDLODEOHVDPSOHVZHUHFROOHFWHGH[FHSWLQFRPSOHWH
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Keywords: &RQVXPHU EHKDYLRU GLJLWDO 0DUNHWLQJ HPDLO 6(2 DQG 6(0

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1. Introduction connect viewers and customers. It is the term

RIWHQVSHFL¿HGWRWKHWUDQVPLVVLRQRIHPDLO
Digital marketing refers to the delivery of messages by the business person to enlighten
information or advertisement through various its link with the current customers or clients to
digital channels such as social media, e-mail, improve customers’ loyalty. It also allows the
search engine optimization, search engine EXVLQHVVWRJHWQHZFOLHQWVRUVLJQL¿FDQWFOLHQWV
marketing, and mobile marketing. It is the to buy something immediately (VanBoskrik,
process of marketing with the use of several Overby, & Takvorian, 2011). So e-mail plays
digital tools and mediums. E-mail marketing an essential role in deliver messages and
involves providing customized or targeted enhancing customers’ loyalty toward products.
PHVVDJHVWRVSHFL¿FLQGLYLGXDOVWRPHHWXVHUV¶
requirements (Scharl, Dickinger, & Murphy, The development of technology and
2005). E-mail marketing is one of the digital enhancement on the internet in today’s era
marketing tools used by marketers as a means has got digital platforms at their peak. On the
of communication or promotional messages to contrary, business houses and marketers use

13

13 KIC International Journal of Social Science and Management- VOL. 1, NO.1, 2022
LW IRU GLJLWDO PDUNHWLQJ UHVROXWLRQ :LWK WKH WKHQXPEHURIXVHUVLVVLJQL¿FDQWO\LQFUHDVLQJ
concept of going green and the advancement Since Nepal is on the verge of complete
of technology, traditional marketing or paper digitalization, the future of digital marketing
marketing is on the border of extinction. is evident and bright. Big business houses of
Mobile marketing allows businesses to Nepal invest around NPR 3 million on digital
interrelate with their customers directly, marketing business annually as associated
despite time or space barriers. The exponential with NPR 5 lakhs a few years ago. Search
development of electronic technology has engine marketing is those rights bought by
given us smartphones and smart devices, PDUNHWHUVRUEXVLQHVV¿UPVWKDWDSSHDUDVWH[W
which have now emerged as digital marketing ads on-screen of different search engines next
tools. Globally digital marketing has been to the results when users type in keywords.
approved at its best by every business house. Marketers also use search engine optimization,
Likewise, developing nations like Nepal are which helps to elevate a client’s website in
evolving into digital platforms. The various the listing when computer users search for
Digital Marketing companies in Nepal have a subject or topic (Elliott, 2006). Search
begun to explore the massive possibilities engine marketing allows marketers search for
of digital marketing tools and techniques in different desired products for advertisements
Nepal. on search engines’ screens.

:KHQ LW FRPHV WR GHYHORSLQJ QDWLRQV OLNH Consumers look for information that not only
Nepal, there is excellent scope for digital IXO¿OOWKHLUQHHGVDQGVROYHWKHLUSUREOHPVEXW
marketing. Analyzing the current situation and also the options that can offer extra insights
the rise in the use of internet users, there is a concerning the products or services. There are
VLJQL¿FDQWULVHLQWKHXVHRIGLJLWDOPDUNHWLQJ various alternatives available for purchase and
tools by the greatest of business houses. Big an important reason to decide on the purchase
businesses have previously turned themselves of the selected products or services. Consumers
LQWR GLJLWDO PDUNHWLQJ ZKHUHDV VPDOO ¿UPV XVHWKHGDWDRIIHUHGDWWKHLU¿QJHUWLSVLQWKH
are gradually adopting and including digital digital era. Kotler and Keller (2012) argued the
marketing tools and techniques as their classical decision-making model, “Five-stage
marketing strategy. FXVWRPHUEX\LQJSURFHVVPRGHO´FRQVLVWVRI
consumer behaviour supported by their needs.
Digital marketing help business houses reach Need recognition leads a consumer to buy a
the targeted consumer. It helps them to get product. It is a source of purchasing behaviour.
insights about the customer. It is less expensive An increase in buying behaviour will lead the
than traditional marketing as it directly affects consumer to pursue information and search
the target group. It helps business fanalyze all the possible sources of information. After
consumers’ behaviour using various logical collecting data, they estimate all possible
digital marketing tools. Social media or digital alternatives. The consumer then decides
media is a tool to provide customers with time to purchase one of the alternatives with
and location-sensitive customized information certain criteria. They buys the most attractive
that promotes product services and ideas, option among others. Though the consumer
thereby creating value for the stakeholders and buys the product, there is no guarantee of
customers (Dickingeer, Haghirian, Murphy, complete satisfaction (Kotler & Keller, 2012).
& Scharl, 2004). Though approximately 34 Consumers make their purchases or implement
percent of the population use internet in Nepal, purchasing decisions after receiving extensive

14

KIC International Journal of Social Science and Management- VOL. 1, NO.1, 2022 14
 evidence about the product or service online. the consumer’s shopping habits from mall to
Consumers access suppliers and producers mobile and to buy a product without wasting
wide-reaching and information on current time or money. Z., et al. (2019) analyzed the
market prices (Palos-Sanchez & Saura, 2018). behavioural reaction in online shopping and
differentiated the way people shop online
Business houses are investing in digital differs from how they purchase in a physical
marketing tools as the world is moving towards based on a questionnaire, this study found
digitization. Consumer behaviour is a subject Price, time savings, and convenience have all
matter of study for marketers as it helps them EHHQLGHQWL¿HGDVFULWLFDOLQÀXHQFHVRQLQWHUQHW
DQDO\]H LWV HI¿FDF\ LQ WKH PDUNHW %XVLQHVV purchasing behaviour.
¿UPVPXVWXQGHUVWDQGKRZFRQVXPHUVEHKDYH
WR VSHFL¿F PDUNHWLQJ WRROV DQG WHFKQLTXHV A study conducting with consideration of
7KHVHGLJLWDOPDUNHWLQJWRROVFDQLQÀXHQFHWKH the 5Ds approach of marketing (digital
consumer to act in different ways. In Pokhara devices, digital platforms, digital media,
use of digital marketing by various businesses, digital data, and digital technology) by
houses are evident, but there is no study of its Nagrani & Kumar (2017) confirmed that
impact on consumer behaviour, here the study traditional marketing tactics to come closer
tries to answer the following frequently raised to consumers than ever before. Consumers
the question of digital marketing (E-mail now have a considerably broader selection
marketing, Social media marketing, Mobile of entertainment, products, services, and
marketing, and search engine optimization pricing from various sources, as well as
(SEO) And search engine marketing (SEM) easier of picking and purchasing stuff. From
marketing) impact on consumers’ behaviour the prospective employee marketers working
in Pokhara Valley. So, the study mainly aims for these companies have the opportunity to
to explore the impact of digital marketing on grab new skills and apply new techniques
consumer behaviour in Pokhara city. to increase the company’s competitiveness.
Following Ghazie and Dolah (2018) explored
2. Literature review and hypothesis the attitudes regarding digital marketing of
formulation Malaysian consumers’ and discovered the
brand of the product supports the high return
The impact of digitization has been the through online banking. According to the
subject of considerable empirical research survey, most today’s youth have access to
LQPDUNHWLQJUHVHDUFK:LWKUDSLGFKDQJHLQ digital media, but they are unaware of how to
information and technology and international make the most use of it. Sivasankaran (2013)
marketing, ICT is a tool for promoting and examined the perception of digital marketing
expanding the market beyond the territory of among youths in the customer-oriented
the country. Gujrati, R., & Uygun, H. (2020) market environment approach and found that
examined how digitalization has altered the current generation is more interested in
consumer behaviour and shifted consumer internet shopping than traditional purchasing.
perspective from one of fear to one of Moreover, due to the pressure of the younger
acceptance. Consumer behaviour has shifted generation’s purchasing habits, marketers are
as a result of smartphones and the internet. pushed to create a novel marketing technique
Not only can people conduct online shopping, because youth’s buying behaviour and
but they also access services from anywhere EHKDYLRXUDOSDWWHUQVKDYHDVWURQJHULQÀXHQFH
via the internet. Digitalization has played an on purchasing behaviour.
important role, and it is gradually transforming
15

15 KIC International Journal of Social Science and Management- VOL. 1, NO.1, 2022
As highlighted by Al-Azzam and Al-Mizeed that consumers undoubtedly dealing in
(2021) in people’s buying behaviour in Jordan, e-shopping over branded products. Similarly,
the results demonstrated that digital marketing, deliver time, access, quality assurance,post-
such as social media marketing and mobile sales services are a key components in buying
marketing, has a profound impact on consumer decisions in e-shopping.
purchasing decisions based on empirical
study. Furthermore, findings implied that 3. Methodology
businesses developing strategies to harness the
digital world and technology, as well as raise This study applied descriptive and analytical
brand recognition through digital platforms, research design as a quantitative research
to remain competitive in today’s market. In method. It is mainly focused on the primary
the case of an online company, Ugonna et al. data, collected from the structural questionnaire
  H[DPLQHG WKH LQÀXHQFH RI HI¿FLHQW to respective respondents. The nature of the
online marketing, effective communication, data will be quantitative. The research’s total
and on-time delivery on the regularity of visits population or sampling units are the consumers
DQGFRQVXPHUSDWURQDJHDQG¿QGLQJVUHYHDOHG from Pokhara who used digital portals and
that online marketing is a viable marketing technology. The full sampling size is 150,
communication channel that has a substantial chosen purposively for the study from the
impact on the frequency of online store visits total population. The technique used for the
and consumer patronage. sampling is purposive sampling among the
people of Pokhara city.
A strategy in customer relationships and
attributes of online marketing have been The primary data will be collected using the
assessed by Hooda & Aggarwal (2012) and questionnaire. The consumers’ behaviour and
noted that there is a considerable variation preferences will be tested by asking them to
in age and online trading qualities. Still, it ¿OO XS WKH TXHVWLRQQDLUHV LQ *RRJOH IRUPV
has nothing to do with gender because of The data will be processed and analyzed
security concerns, the majority of respondents using SPSS version 20, descriptive, and linear
are unwilling to purchase products over regression.
the internet. Most respondents, regardless
of gender or age group (particularly those 4. Analysis and Results
between the ages of 18 and 30), found
In this research survey, personnel characteristics
e-shopping more convenient time saving and
RIUHVSRQGHQWVKDYHDYHU\VLJQL¿FDQWUROHWR
favour credit cards as a convenient means
play in expressing and giving responses about
of payment. From the theory of planned
the problem; keeping this in mind, in this study,
behaviour approach, Lodorfos, Trosterud, and
a set of personal characteristics, namely, age,
:KLWZRUWK   LQGLFDWHG WKDW FXVWRPHUV¶
gender, religion, monthly income, education,
attitudes toward previous e-purchases had
RU TXDOL¿FDWLRQV DQG RFFXSDWLRQ RI WKH 
D VLJQL¿FDQW LPSDFW RQ WKHLU SURSHQVLW\ WR
respondents are examined and presented.
re-purchase and that consumers’ opinions
DERXW WKH VLJQL¿FDQFH RI WUXVW VHFXULW\ DQG
convenience in the online environment were 4.1 Descriptive analysis
KLJKO\ LQÀXHQFHG E\ WKHLU H[SHULHQFH ZLWK Descriptive statistics is the term given to
DQ HEUDQG :LWK WKH OLQH WR EHKDYLRXUDO the analysis of data that helps describe, show
PDUNHWLQJ&RQVWDQWLQLGHV  FRQ¿UPHG or summarize data in a meaningful way such

16

KIC International Journal of Social Science and Management- VOL. 1, NO.1, 2022 16
 Table 1: Impact Position of Email Marketing
Table 1: Impact Position of Email Marketing
N Minimum Maximum Mean Std. Deviation
You encounter e-mail marketing
150 1.00 5.00 4.33 0.91
very often.
E-mail marketing plays an
essential role in changing
150 2.00 5.00 3.61 0.69
attitudes towards products and
services.
It is very informative and helps in
150 1.00 5.00 4.08 0.84
making a purchase decision.
It plays an active role in building
a relationship between consumers 150 1.00 5.00 4.13 0.79
and businesses.
You don't check your e-mails
very often and don't pay much 150 1.00 5.00 2.77 0.83
attention to e-mail marketing.
Valid N (listwise) 150
Source: Survey, 2022
that, for example, patterns might emerge from LV YHU\ VLJQL¿FDQW )URP  WR  LW PHDQV
According
the data. They to Pimentel
are simply (2010),
a waytheto five-point
describe Likert scale
strongly is an interval
disagree. scale.
From 1.81 The itmean
to 2.6, means is
very significant. From 1 to 1.8, it means strongly
our data. disagree.
to disagree. From
From 1.81
2.61 to 2.6,
to 3.4, it means
it means to
neutral.
disagree. From 2.61 to 3.4, it means neutral. From 3.41 to 4.2, it means to agree.
From 3.41 to 4.2, it means to agree. From From 4.21
$FFRUGLQJWR3LPHQWHO
to 5, it means strongly agree.  WKH¿YHSRLQW
In the first statement,
4.21theto mean is 4.33;strongly
5, it means hence, the majority
agree. of
In the
participants
Likert scale strongly
is an agree that
interval theyThe
scale. encounter
mean e-mail marketing very often.
Table 2: ¿UVW VWDWHPHQW WKH PHDQ LV  KHQFH WKH
Position Inofthe second
Mobile statement, the mean is 3.60. It means that most participants agreed that
marketing
Table 2:
e-mail Position plays
marketing of Mobile marketing
an essential role in changing attitudes towards products and services.
Similarly, the third and fourth statements N have a mean
Minimum value of 4.08
Maximum and 4.13
Mean Std.which means
Deviation
that they agree that it is very informative and helps in making a purchase decision, and it
You
playsencounter
an activemobile
role in building a 150relationship
1.00between 5.00
consumer and 4.31business. In the third
1.00
marketing
statement, very often.is 2.77 which means that most participants are neutral and that they don't
the mean
check e-mails very
You show interest in often and don't pay much attention to e-mail marketing.
messages
disclosing discounts and special 150 1.00 5.00 3.97 0.87
offers.
Offers in mobile marketing are
150 1.00 5.00 3.81 0.99
attractive and appealing.
You get reliable information
150 1.00 5.00 3.22 0.97
from mobile marketing.
You often purchase plans and
150 1.00 5.00 2.74 0.79
services in mobile marketing
Valid N (listwise) 150
Source: Survey, 2022
According to Pimentel (2010), the five-point Likert scale is an interval scale. The mean is
very significant. From 1 to 1.8, it means strongly 17 disagree. From 1.8 to 2.6, it means to
disagree. From 2.61 to 3.4, it means neutral. From 3.41 to 4.2, it means to agree. From 4.21
to 5, it means strongly agree.
In the first statement, the mean is 4.31; hence, it means that the majority of participants
strongly agree that they encounter mobile marketing very often. Similarly, In the second and
17 KIC International Journal of Social Science and Management- VOL. 1, NO.1, 2022
third statements, the mean is 3.97 and 3.80. It means that most participants agreed that they
show interest in messages disclosing discounts and special offers, and offers in mobile
majority of participants strongly agree that From 3.41 to 4.2, it means to agree. From 4.21
they encounter e-mail marketing very often. to 5, it means strongly agree.
In the second statement, the mean is 3.60. It ,QWKH¿UVWVWDWHPHQWWKHPHDQLVKHQFHLW
means that most participants agreed that e-mail means that the majority of participants strongly
marketing plays an essential role in changing agree that they encounter mobile marketing
attitudes towards products and services. very often. Similarly, In the second and third
Similarly, the third and fourth statements have statements, the mean is 3.97 and 3.80. It means
a mean value of 4.08 and 4.13 which means that most participants agreed that they show
that they agree that it is very informative and interest in messages disclosing discounts and
helps in making a purchase decision, and it special offers, and offers in mobile marketing
plays an active role in building a relationship are attractive and appealing. In the fourth
between consumer and business. In the third DQG¿IWKVWDWHPHQWVWKHPHDQYDOXHLV
statement, the mean is 2.77 which means that and 2.74 which means that most participants
most participants are neutral and that they aInabout getting reliable informati,on from
don’t check e-mails very often and don’t pay mobile marketing and purchasing plans and
much attention to e-mail marketing. most marketing.
$FFRUGLQJWR3LPHQWHO  WKH¿YHSRLQW $FFRUGLQJWR3LPHQWHO  WKH¿YHSRLQW
Likert scale is an interval scale. The mean Likert scale is an interval scale. The mean
LV YHU\ VLJQL¿FDQW )URP  WR  LW PHDQV LV YHU\ VLJQL¿FDQW )URP  WR  LW PHDQV
strongly disagree. From 1.8 to 2.6, it means to strongly disagree. From 1.8 to 2.6, it means
Table 3: From 2.61 to 3.4, it means neutral.
disagree. to oppose. From 2.61 to 3.4, it means neutral.
Position of Social Media Marketing
Table 3: Position of Social Media Marketing
N Minimum Maximum Mean Std. Deviation
You encounter social
media marketing very 150 1.00 5.00 4.43 0.96
often.
It helps you to get
information on products 150 1.00 5.00 4.20 0.80
you want to acquire.
It influences you to try
new brands/products 150 1.00 5.00 3.87 0.70
/services.
It draws your attention
through attractive feeds 150 2.00 5.00 4.27 0.78
and posts.
It is a powerful platform
for communicating with
150 1.00 5.00 4.24 0.90
companies and other
consumers.
Valid N (listwise) 150
Source: Survey, 2022
Search Engine Optimization and Search Engine Marketing
According to Pimentel (2010), the five-point 18 Liker an interval scale. The mean is very
significant. From 1 to 1.8, it means strongly disagree. From 1.8 to 2.6, it means to disagree.
From 2.61 to 3.4, it means neutral. From 3.41 to 4.2, it means to agree from 4.21 to 5, at the
top of the result page, that has media coverage and endorsement.
Similarly, in the second, third, and fifth statements, the mean is 4.17, 4.20, and 3.93. It means
KIC International Journal of Social Science and Management- VOL. 1, NO.1, 2022 18
that the majority of participants agree that search engine is the most reliable source of
information, keywords play an essential role in getting the required information, and they get
 From 3.41 to 4.2, it means to agree. From top of the result page, that has media coverage
WRLWPHDQVVWURQJO\DJUHH,QWKH¿UVW and endorsement.
IRXUWKDQG¿IWKVWDWHPHQWVWKHPHDQLV
Similarly, in the second, third, and fifth
4.27, and 4.2400, respectively. Hence, it means
statements, the mean is 4.17, 4.20, and 3.93.
that most participants strongly agree that they
It means that the majority of participants agree
encounter social media marketing very often.
that search engine is the most reliable source
It draws their attention through attractive
of information, keywords play an essential
feeds and posts, and it is a powerful platform role in getting the required information, and
to communicate with companies and other they get the results with ratings and reviews,
consumers. Similarly, In the second and third ZKLFKPHDQVWKH\VWURQJO\DJUHH,QWKH¿UVW
statements, the mean is 4.20 and 3.87. It means and fourth statements, the mean is 4.28 and
that it helps them get information on products 4.45, respectively. Hence, it means that the
WKH\ZDQWWRDFTXLUHDQGDOVRLQÀXHQFHVWKHP majority of participants strongly agree that
to try new brand products. they use search engines very often and they
get results
Search Engine Optimization and Search
Engine Marketing Relationship between Digital Marketing on
Consumer Behavior
$FFRUGLQJWR3LPHQWHO  WKH¿YHSRLQW
Liker an interval scale. The mean is very Correlation is a technique for investigating the
VLJQL¿FDQW)URPWRLWPHDQVVWURQJO\ relationship between two or more quantitative,
disagree. From 1.8 to 2.6, it means to disagree. continuous variables. Pearson’s correlation
From 2.61 to 3.4, it means neutral. From 3.41 analysis has been carried out to analyze the
to 4.2, it means to agree from 4.21 to 5, at the degree of association between two or more
Table 4:
Position
Table 4: of SEO and
Position SEM and SEM
of SEO
N Minimum Maximum Mean Std. Deviation
You use search engines
150 1.00 5.00 4.28 1.06
very often
It is the most reliable
150 1.00 5.00 4.2 0.82
source of information.
Keywords play an essential
role in getting the required 150 1.00 5.00 4.20 0.76
information.
You get the results at the
top of the result page with
150 1.00 5.00 4.45 0.87
media coverage and
endorsement.
You get the results with
150 1.00 5.00 3.93 0.62
ratings and reviews.
Valid N (listwise) 150
Source: Survey, 2022
Relationship between Digital Marketing on Consumer Behavior
Correlation is a technique for investigating 19 the relationship between two or more
quantitative, continuous variables. Pearson's correlation analysis has been carried out to
analyze the degree of association between two or more variables and to know to what extent
variables under study are correlated to each other.
Table 5:
19 KIC International Journal of Social Science and Management- VOL. 1, NO.1, 2022
Correlation Analysis
Source: Survey, 2022
Relationship between Digital Marketing on Consumer Behavior
Correlation is a technique for investigating the relationship between two or more
quantitative, continuous variables. Pearson's correlation analysis has been carried out to
analyze the degree of association between two or more variables and to know to what extent
variables under study are correlated to each other.
Table 5:
Table 5: Correlation
Correlation Analysis Analysis
Social
Consumer E-mail Mobile SEO and
media
behaviour marketing marketing SEM
marketing
Consumer behaviour 1
Email marketing .531** 1
**
Mobile marketing .591 .443** 1
** **
Social media marketing .782 .541 .684** 1
** ** **
SEO and SEM .821 .626 .598 .780** 1
Notes: **. Correlation is significant at the 0.01 level
Source: Survey, 2022
The degree of correlation between e-mail marketing and consumer behaviour is 0.531
variables andthe
(r=0.531), to know to what extent
correlation between mobile most
variables commonly
marketing and used to predict
consumer values of isa
behaviour
under study are correlated
0.591(r=0.591), to each
the correlation between criterion
other. social media variable and
marketing based on linearbehaviour
consumer associations
is
with predictor variables.
The degree of correlation between e-mail
marketing and consumer behaviour is 0.531 R shows the correlation between the dependent
(r=0.531), the correlation between mobile variable (customer behaviour) and independent
marketing and consumer behaviour is variables (Mobile marketing, E-mail marketing,
0.591(r=0.591), the correlation between social social media marketing, and SEO and SEM).
media marketing and consumer behaviour is R2 means the square of correlation. R square
0.782 (r=0.782), and the correlation between is equal to 0.726. It explains that independent
SEO and SEM and consumer behaviour is variables can predict 72.6 percent of various
0.821(r=0.821). It shows a strong positive independent variables. percentages change
correlation between these variables. From in customer behaviour can be accounted for
WKH DERYH ¿JXUH ZH FDQ DOVR VHH WKDW 6(2 by SEO, SEM, e-mail marketing, mobile
0.782 (r=0.782), and the correlation between SEO and SEM and consumer behaviour is
and SEM have more highly correlated toward marketing, and social media marketing, and
0.821(r=0.821). It shows a strong positive correlation between these variables. From the
customer
above satisfaction
figure, we canthan alsoother
see variables.
that SEO and theSEMremaining 27.40highly
have more percentages of customer
correlated toward
customer satisfaction than other variables. behaviour will explain by other factors.
4.2 Impact of Digital Marketing on Consumer7DEOHVKRZVWKDWFRHI¿FLHQWYDOXHɴ=-0.006
Behavior
Consumer Behavior
Regression analysis is a quantitative researchIRUHPDLOPDUNHWLQJ%XWVLJQL¿FDQFHYDOXH
method used when the study involves
modelling and analyzing several variables, where the relationship includes a dependent
Regression analysis is a quantitative research LV PRUH VLJQL¿FDQW WKDQ  ZKLFK PHDQV
variable and one or more independent variables. that there research
This uses of
is no impact multiple
e-mail regression
marketing
method used when the study involves modelling
analysis, most commonly used to predict values of a criterion variable based on linear
and analyzing
associations several
with variables,
predictor where the on consumers’ behaviour. The coefficient
variables.
relationship includes a dependent variable value ɴ=0.028 for mobile marketing, and the
and one or more independent variables. This VLJQL¿FDQFH YDOXH LV PRUH VLJQL¿FDQW WKDQ
Table 6: uses multiple regression analysis, 0.05, which indicates that mobile marketing
research
Model Summary
Table 6: Model Summary
Model R R Square Adjusted R Square Std. error of the Estimate
1 .852a .726 .718 .222
Notes: a. Predictors: (Constant), SEO and SEM, Mobile Marketing, E-mail marketing, Social media marketing
R shows the correlation between the dependent variable (customer behaviour) and
independent variables (Mobile marketing, E-mail20 marketing, social media marketing, and
SEO and SEM). R2 means the square of correlation. R square is equal to 0.726. It explains
that independent variables can predict 72.6 percent of various independent variables.
percentages change in customer behaviour can be accounted for by SEO, SEM, e-mail
marketing, mobile marketing, and social media marketing, and the remaining 27.40
KIC International Journal of Social Science and Management- VOL. 1, NO.1, 2022 20
percentages of customer behaviour will explain by other factors.
 SEO and SEM). R2 means the square of correlation. R square is equal to 0.726. It explains
that independent variables can predict 72.6 percent of various independent variables.
percentages change in customer behaviour can be accounted for by SEO, SEM, e-mail
marketing, mobile marketing, and social media marketing, and the remaining 27.40
percentages of customer behaviour will explain by other factors.
Table 7
Table 7: Maximum
Maximum Likelihood
Likelihood EstimatesEstimates for the Research
for the Research Model. Model.
Estimate Standard
Independent variables t-statistic P-value
( ɴ) error
Email marketing -.006 .060 -0.104 0.917
Mobile marketing .028 .040 0.699 0.486
Social media marketing .212 .049 4.363 0.000
SEO and SEM .344 .049 7.074 0.000

also has no impact on consumer behaviour. WKDWWKHUHODWLRQVKLSLVVLJQL¿FDQWEHWZHHQWKH

The coefficient value ɴ =0.212 for social dependent variable (consumer behavior) and
PHGLD7PDUNHWLQJ
Table shows thatEXW LWV VLJQL¿FDQFH
coefficient value ɴ YDOXH independent
=-0.006 for variablesBut
e-mail marketing. (Mobile marketing,
significance value
is more significant than 0.05, which means that there is no impact of e-mail marketingand
is less than 0.05. It means that for every one E-mail marketing, social media marketing, on
unit of changebehaviour.
consumers' in social media
The marketing,
coefficientthere
value 6(2DQG6(0
ɴ =0.028 for 7KHVLJQL¿FDQFHIRUHPDLO
mobile marketing, and the
is a 0.212 unit
significance positive
value impact
is more on consumer
significant than 0.05,marketing (0.917)
which indicates thatand mobile
mobile marketing
marketing also
behaviour.
has Coefficient
no impact on consumervalue behaviour.
ɴ =0.344 for (0.486) variables
The coefficient value isɴmore thanfor
=0.212 0.05, so it means
social media
search engine
marketing, butoptimization and search
its significance value engine that0.05.
is less than e-mail
It marketing
means thatand formobile
everymarketing
one unit do
of
PDUNHWLQJ DQG WKH VLJQL¿FDQW YDOXH LV OHVV not predict the impact on customer behavior.
than 0.05, which indicates that with one unit of 6LJQL¿FDQFHIRUVRFLDOPHGLDPDUNHWLQJDQG
change in each engine optimization and search SEM and SEO (i.e., 0.000) variable is less than
engine marketing, there is a 0.028 unit positive 0.05, so it means that social media marketing
impact on consumer behaviour. and SEM and SEO predict a significant
positive impact on customer behavior.
5. Discussion Tandon and Kaur (2018) conducted similar
Most respondents strongly agreed that they research in India to establish that digital
encountered e-mail market, mobile marketing, marketing has several positive impacts, such
social media marketing, SEO, and SEM as as building a relationship with customers, easy
WKHPHDQZDVPRUHVLJQL¿FDQWWKDQ0RVW comparison of products, clear information
respondents strongly agreed that social media about the products, and so on, which are
marketing attracts them and is also a powerful DOVRYHU\FORVHWRWKH¿QGLQJVRIWKLVVWXG\
platform to communicate with customers and Similarly, lack of trust, an increase in
sellers as the mean was greater than 4.2. The cybercrime, and being highly reliant on the
correlation between e-mail marketing and internet are considered challenges in both
consumer behavior is 0.531 (r=0.531), the types of research. Omira and Atteya (2020),
correlation between mobile marketing and accompanied a similar research study in the
consumer behavior is 0.591 (r=0.591), the Egyptian market, found that the impact of
correlation between social media marketing digital marketing channels such as e-mail
and consumer behavior is 0.782 (r=0.782), marketing was significant, which is the
and the correlation between SEO and SEM RSSRVLWHRIWKH¿QGLQJVRIWKLVVWXG\FRQGXFWHG
and consumer behavior is 0.821 (r=0.821). It in Pokhara. But the impact of mobile marketing
shows a strong positive correlation between ZDVLQVLJQL¿FDQWRQWKHFRQVXPHUVRI(J\SW
WKHVHYDULDEOHV7KHVLJQL¿FDQFHOHYHOLQDOORI which is similar to the results of this study.
WKHPLVOHVVWKDQ S ZKLFKPHDQV

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21 KIC International Journal of Social Science and Management- VOL. 1, NO.1, 2022
)URPWKH¿QGLQJVRIWKHVWXG\LWLVFRQFOXGHG x 3HUFHLYHWKHFRQVXPHUSUR¿OHRIWKHGLJLWDO
that digital marketing has a positive and consumer and the way their behaviour has
LQVLJQL¿FDQWLPSDFWRQFRQVXPHUEHKDYLRXU changed. Study the post-purchase decisions
Understanding the psychology of the consumer as it will help the business change the
in the dynamic environment is very important. customer to be loyal to their brand.
Digital marketing has brought positive changes
LQFRQVXPHUEHKDYLRXU7KHPRUHVLJQL¿FDQW x Efforts should be made to make digital
impact of digital marketing can be seen in big marketing safe and trustworthy, so there
cities among the students and working people is an increase in the market size.
who lack time due to their busy schedules. x The use of reward systems such as
It is convenient for them to buy and make coupons, gift vouchers, discounts, cash
payments anywhere. backs, etc., should motivate them to use
Social media marketing, search engine digital channels. Using business analytics
marketing, and optimization positively impact tools is essential to study the impacts of
consumer behavior. But e-mail marketing digital marketing on consumer behaviour.
and mobile marketing do not affect consumer x People must be digitally literate to increase
behavior. It indicates that consumers use the impact of digital marketing fake and
these appliances as per needs and viability. inappropriate.
The attractive posts and feeds of social media
are appealing and pleasing to the customer. References
The information available from search engine
with ratings and reviews are a reliable source Al-Azzam, A. F., & Al-Mizeed, K. (2021). The
of information for consumers: E-mail and effect of digital marketing on purchasing
mobile marketing harm consumer behaviour decisions: A case study in Jordan. The
as they are not appealing or attractive. Most -RXUQDORI$VLDQ)LQDQFH(FRQRPLFVDQG
of the e-mails and messages are ignored by Business, 8(5), 455-463.
the consumers as they are not interested in
&RQVWDQWLQLGHV (   ,QÀXHQFLQJ WKH
WKHP7KH\GRQRW¿QGLWDUHOLDEOHVRXUFHRI
RQOLQH FRQVXPHU¶V EHKDYLRU WKH :HE
information.
experience. ,QWHUQHWUHVHDUFK.
Among all these digital marketing channels,
Dickingeer, A., Haghirian, P., Murphy, J., &
representing the independent variable, social
Scharl, A. (2004). 3URFHHGLQJV RI WK
media marketing is the most influential
DQQXDO+DZDLLLQWHUQDWLRQDOFRQIHUHQFHRQ
variable on consumer behaviour. It positively
system sciences. https://doi.org/10.1109/
impacts need recognition, evaluation process,
HICSS.2004.1265096
purchase decision, and post-purchase decision,
all of which are part of consumer behaviour. Elliot, S. (2006). More agencies investing in
marketing with a click. 1HZ<RUN7LPHV.
6. Implication
Ghazie, D. A., & Dolah, J. (2018, November).
%DVHGRQWKHPDMRU¿QGLQJDQGFRQFOXVLRQRI How digital marketing affects consumer
the study, the following are the implications behavior. In 3URFHHGLQJV RI WKH UG
of the actions for all the existing as well as ,QWHUQDWLRQDO &RQIHUHQFH RQ &UHDWLYH
upcoming entrepreneurs, startups, business 0HGLD 'HVLJQ DQG 7HFKQRORJ\ -RXUQDO
houses, and marketers: 18.2018 (Vol. 48).

22

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)RUHQVLF(QJLQHHULQJ, 4(4), 323-331.
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/RGRUIRV*17URVWHUXG7$ :KLWZRUWK RUJMHOHUDS´?W³BEODQN´
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buying decision process in the Egyptian Imo State, Nigeria. ,QWHUQDWLRQDO-RXUQDORI
market. ,QWHUQDWLRQDO-RXUQDORI%XVLQHVV %XVLQHVVDQG0DQDJHPHQW,QYHQWLRQ, 6(6),
DQG0DQDJHPHQW, (7), 120-132. 32-43.

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23 KIC International Journal of Social Science and Management- VOL. 1, NO.1, 2022