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

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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 publicationProceedings of the 34th International Business Information Management Association Conference (IBIMA)
EditorsKhalid S. Soliman
Pages930-941
Number of pages12
Publication statusPublished - 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

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  • Cite this

    Molchanov, N. N., Muraveva, O. S., & Makarova, M. S. (2019). Analysis of the impact of digital marketing tools on consumers (the case of St. Petersburg, Russian Federation). In K. S. Soliman (Ed.), Proceedings of the 34th International Business Information Management Association Conference (IBIMA) (pp. 930-941)