Analysis of the impact of digital marketing tools on consumers (the case of St. Petersburg, Russian Federation)

Research output

Abstract

The article presents the results of a field research concerning the attitude of Russian young people to the instruments of digital marketing. The authors show the correlation between different factors that may influence consumer behavior and the decision to purchase a product or service. Different elements of purchase funnel in digital marketing have been discovered. The hypothesis of a consistent follow-up of consumers in the consumer's funnel, as well as the existence of a connection between the various channels of communication, was confirmed. In order to attract customers, it is necessary to use various tools and correct approach to the setting up of advertising, which together will make the campaign successful
Original languageEnglish
Title of host publicationThe 34th IBIMA Conference
Publication statusAccepted/In press - Nov 2019
EventThe 34th IBIMA Conference - Мадрид
Duration: 13 Nov 201914 Nov 2019

Conference

ConferenceThe 34th IBIMA Conference
CountrySpain
CityМадрид
Period13/11/1914/11/19

Fingerprint

Russia
Purchase
Digital marketing
Marketing tools
Consumer behaviour
Communication
Field research
Factors

Cite this

@inproceedings{4175f6edb741432fb6ba83e6db6d409f,
title = "Analysis of the impact of digital marketing tools on consumers (the case of St. Petersburg, Russian Federation)",
abstract = "The article presents the results of a field research concerning the attitude of Russian young people to the instruments of digital marketing. The authors show the correlation between different factors that may influence consumer behavior and the decision to purchase a product or service. Different elements of purchase funnel in digital marketing have been discovered. The hypothesis of a consistent follow-up of consumers in the consumer's funnel, as well as the existence of a connection between the various channels of communication, was confirmed. In order to attract customers, it is necessary to use various tools and correct approach to the setting up of advertising, which together will make the campaign successful",
author = "Molchanov, {Nikolay N.} and Muraveva, {Oksana S.} and Makarova, {Maria S.}",
year = "2019",
month = "11",
language = "English",
isbn = "9780999855133",
booktitle = "The 34th IBIMA Conference",

}

TY - GEN

T1 - Analysis of the impact of digital marketing tools on consumers (the case of St. Petersburg, Russian Federation)

AU - Molchanov, Nikolay N.

AU - Muraveva, Oksana S.

AU - Makarova, Maria S.

PY - 2019/11

Y1 - 2019/11

N2 - The article presents the results of a field research concerning the attitude of Russian young people to the instruments of digital marketing. The authors show the correlation between different factors that may influence consumer behavior and the decision to purchase a product or service. Different elements of purchase funnel in digital marketing have been discovered. The hypothesis of a consistent follow-up of consumers in the consumer's funnel, as well as the existence of a connection between the various channels of communication, was confirmed. In order to attract customers, it is necessary to use various tools and correct approach to the setting up of advertising, which together will make the campaign successful

AB - The article presents the results of a field research concerning the attitude of Russian young people to the instruments of digital marketing. The authors show the correlation between different factors that may influence consumer behavior and the decision to purchase a product or service. Different elements of purchase funnel in digital marketing have been discovered. The hypothesis of a consistent follow-up of consumers in the consumer's funnel, as well as the existence of a connection between the various channels of communication, was confirmed. In order to attract customers, it is necessary to use various tools and correct approach to the setting up of advertising, which together will make the campaign successful

UR - https://ibima.org/conference/34th-ibima-conference/

UR - https://ibima.org/accepted-paper/analysis-of-the-impact-of-digital-marketing-tools-on-consumers-the-case-of-st-petersburg-russian-federation/

M3 - Conference contribution

SN - 9780999855133

BT - The 34th IBIMA Conference

ER -