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.
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 contribution | Analysis of the marketing tools impact on the consumers in the digital economy |
|---|---|
| Original language | Russian |
| Title of host publication | IV Международный экономический симпозиум – 2020 |
| Subtitle of host publication | Материалы международных научных конференций: «Устойчивое развитие: общество и экономика», «Соколовские чтения. Бухгалтерский учет: взгляд из прошлого в будущее» — июнь 2020 г. |
| Place of Publication | СПб. |
| Publisher | Издательство Санкт-Петербургского университета |
| Pages | 976-984 |
| Number of pages | 8 |
| State | Published - 2020 |
| Event | IV МЕЖДУНАРОДНЫЙ ЭКОНОМИЧЕСКИЙ СИМПОЗИУМ - 2020 - Дистанционный формат - онлайн, Санкт-Петербург, Russian Federation Duration: 1 Jun 2020 → 30 Jun 2020 Conference number: 4 |
Conference
| Conference | IV МЕЖДУНАРОДНЫЙ ЭКОНОМИЧЕСКИЙ СИМПОЗИУМ - 2020 |
|---|---|
| Country/Territory | Russian Federation |
| City | Санкт-Петербург |
| Period | 1/06/20 → 30/06/20 |
Keywords
- digital economy
- digital marketing
- promotion tools
- Consumers