EVALUATION OF DIGITAL MARKETING PERFORMANCE IN ELECTRONIC GOODS INDUSTRY: AN EMPIRICAL STUDY

The last two decades have witnessed a skyrocketing growth in digital marketing that made customers interested in purchasing products particularly electronic goods. However, it is not known whether those customers attained satisfaction through this purchase. To confirm the fact, this research has att...

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Autores principales:	Saravanan Rangaswamy, Logeshkumar Sivasubramaniam, Vijayanand Sundaram, Murali Pitchaimuthu
Formato:	article
Lenguaje:	EN
Publicado:	Institute for Research and European Studies 2021
Materias:	customer loyalty digital marketing e-commerce market technology trust Political theory JC11-607
Acceso en línea:	https://doaj.org/article/3e87b42954874c36a57a75b0d157e77a
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spelling	oai:doaj.org-article:3e87b42954874c36a57a75b0d157e77a2021-11-24T08:02:07ZEVALUATION OF DIGITAL MARKETING PERFORMANCE IN ELECTRONIC GOODS INDUSTRY: AN EMPIRICAL STUDY1857-976010.47305/JLIA2137165rhttps://doaj.org/article/3e87b42954874c36a57a75b0d157e77a2021-11-01T00:00:00Zhttps://e-jlia.com/index.php/jlia/article/view/423https://doaj.org/toc/1857-9760The last two decades have witnessed a skyrocketing growth in digital marketing that made customers interested in purchasing products particularly electronic goods. However, it is not known whether those customers attained satisfaction through this purchase. To confirm the fact, this research has attempted to analyze the retention rate of digital marketing customers who have experience in purchasing electronic goods and for this purpose, 603 consumers of Tamilnadu (India) who have the purchase experience on a digital marketing basis were selected on a simple random basis. Tools like structural equation modeling, percentage analysis, one-way ANOVA, and paired sample ‘t’ test were applied and the result revealed that only customer satisfaction has mediated the influence of digital marketing on their loyalty but, the important parameter, trust has a negative role between these constructs. Marketers need to create trust about the product with the actual features as informed in digital marketing so that consumers can reach a high level of satisfaction and this may lead to a positive word of mouth. In addition, this enhances sales and enables marketers to attain profit maximization along with building consumer confidence.Saravanan RangaswamyLogeshkumar SivasubramaniamVijayanand SundaramMurali PitchaimuthuInstitute for Research and European Studiesarticlecustomer loyaltydigital marketinge-commercemarkettechnologytrustPolitical theoryJC11-607ENJournal of Liberty and International Affairs, Vol 7, Pp 65-80 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	customer loyalty digital marketing e-commerce market technology trust Political theory JC11-607
spellingShingle	customer loyalty digital marketing e-commerce market technology trust Political theory JC11-607 Saravanan Rangaswamy Logeshkumar Sivasubramaniam Vijayanand Sundaram Murali Pitchaimuthu EVALUATION OF DIGITAL MARKETING PERFORMANCE IN ELECTRONIC GOODS INDUSTRY: AN EMPIRICAL STUDY
description	The last two decades have witnessed a skyrocketing growth in digital marketing that made customers interested in purchasing products particularly electronic goods. However, it is not known whether those customers attained satisfaction through this purchase. To confirm the fact, this research has attempted to analyze the retention rate of digital marketing customers who have experience in purchasing electronic goods and for this purpose, 603 consumers of Tamilnadu (India) who have the purchase experience on a digital marketing basis were selected on a simple random basis. Tools like structural equation modeling, percentage analysis, one-way ANOVA, and paired sample ‘t’ test were applied and the result revealed that only customer satisfaction has mediated the influence of digital marketing on their loyalty but, the important parameter, trust has a negative role between these constructs. Marketers need to create trust about the product with the actual features as informed in digital marketing so that consumers can reach a high level of satisfaction and this may lead to a positive word of mouth. In addition, this enhances sales and enables marketers to attain profit maximization along with building consumer confidence.
format	article
author	Saravanan Rangaswamy Logeshkumar Sivasubramaniam Vijayanand Sundaram Murali Pitchaimuthu
author_facet	Saravanan Rangaswamy Logeshkumar Sivasubramaniam Vijayanand Sundaram Murali Pitchaimuthu
author_sort	Saravanan Rangaswamy
title	EVALUATION OF DIGITAL MARKETING PERFORMANCE IN ELECTRONIC GOODS INDUSTRY: AN EMPIRICAL STUDY
title_short	EVALUATION OF DIGITAL MARKETING PERFORMANCE IN ELECTRONIC GOODS INDUSTRY: AN EMPIRICAL STUDY
title_full	EVALUATION OF DIGITAL MARKETING PERFORMANCE IN ELECTRONIC GOODS INDUSTRY: AN EMPIRICAL STUDY
title_fullStr	EVALUATION OF DIGITAL MARKETING PERFORMANCE IN ELECTRONIC GOODS INDUSTRY: AN EMPIRICAL STUDY
title_full_unstemmed	EVALUATION OF DIGITAL MARKETING PERFORMANCE IN ELECTRONIC GOODS INDUSTRY: AN EMPIRICAL STUDY
title_sort	evaluation of digital marketing performance in electronic goods industry: an empirical study
publisher	Institute for Research and European Studies
publishDate	2021
url	https://doaj.org/article/3e87b42954874c36a57a75b0d157e77a
work_keys_str_mv	AT saravananrangaswamy evaluationofdigitalmarketingperformanceinelectronicgoodsindustryanempiricalstudy AT logeshkumarsivasubramaniam evaluationofdigitalmarketingperformanceinelectronicgoodsindustryanempiricalstudy AT vijayanandsundaram evaluationofdigitalmarketingperformanceinelectronicgoodsindustryanempiricalstudy AT muralipitchaimuthu evaluationofdigitalmarketingperformanceinelectronicgoodsindustryanempiricalstudy
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EVALUATION OF DIGITAL MARKETING PERFORMANCE IN ELECTRONIC GOODS INDUSTRY: AN EMPIRICAL STUDY

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