This article presents the results of a field study evaluating the awareness and 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 on the Likert scale. Data
processing was carried out in the Gretl program
Translated title of the contributionResearch of information of consumers of the Russian federation about digital marketing instruments
Original languageRussian
Title of host publicationТретья международная конференция «Управление бизнесом в цифровой экономике»
Subtitle of host publicationсборник тезисов выступлений
EditorsМ. К. Ценжарик , И.А. Аренков
Place of PublicationСПб.
PublisherИздательство Санкт-Петербургского государственного университета технологии и дизайна
Pages127-132
Number of pages5
ISBN (Print)9785793719704
StatePublished - 2020
EventIII Международная конференция «Управление бизнесом в цифровой экономике» - СПбГУ, Санкт-Петербург, Russian Federation
Duration: 8 Oct 2020 → 9 Oct 2020
Conference number: 3
https://events.spbu.ru/events/digitaleconomy-2020

Conference

ConferenceIII Международная конференция «Управление бизнесом в цифровой экономике»
Country/TerritoryRussian Federation
CityСанкт-Петербург
Period8/10/20 → 9/10/20
Internet address

    Research areas

  • digital technologies, digital marketing, consumers of the Russian Federation

ID: 62029940