Анализ воздействия на потребителя маркетинговых инструментов в условиях цифровой экономики

Translated title of the contribution: Analysis of the marketing tools impact on the consumers in the digital economy

Research output: Chapter in Book/Report/Conference proceedingConference contributionResearchpeer-review

35 Downloads (Pure)

Abstract

This article presents the results of a field study evaluating the attitude of respondents as
consumers (individuals) to digital marketing and its main tools. The study identified a number of
hypotheses that were tested using statistical analysis. The practical testing of hypotheses was carried out
on the basis of a survey of 175 respondents as individuals. The questionnaire used questions with one
answer option, with multiple answer options, questions on the Likert scale. Data processing was carried
out in the Gretl program. Data analysis was carried out using the following statistical methods: frequency
analysis, comparison of means, etc.
Translated title of the contributionAnalysis of the marketing tools impact on the consumers in the digital economy
Original languageRussian
Title of host publicationIV Международный экономический симпозиум – 2020
Subtitle of host publicationМатериалы международных научных конференций: «Устойчивое развитие: общество и экономика», «Соколовские чтения. Бухгалтерский учет: взгляд из прошлого в будущее» — июнь 2020 г.
Place of PublicationСПб.
PublisherИздательство Санкт-Петербургского университета
Pages976-984
Number of pages8
StatePublished - 2020
EventIV МЕЖДУНАРОДНЫЙ ЭКОНОМИЧЕСКИЙ СИМПОЗИУМ - 2020 - Дистанционный формат - онлайн, Санкт-Петербург, Russian Federation
Duration: 1 Jun 202030 Jun 2020
Conference number: 4

Conference

ConferenceIV МЕЖДУНАРОДНЫЙ ЭКОНОМИЧЕСКИЙ СИМПОЗИУМ - 2020
Country/TerritoryRussian Federation
CityСанкт-Петербург
Period1/06/2030/06/20

Keywords

  • digital economy
  • digital marketing
  • promotion tools
  • Consumers

Fingerprint

Dive into the research topics of 'Analysis of the marketing tools impact on the consumers in the digital economy'. Together they form a unique fingerprint.

Cite this