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Analysis of the impact of digital marketing tools on consumers (the case of St. Petersburg, Russian Federation). / Molchanov, Nikolay N. ; Muraveva, Oksana S.; Makarova, Maria S.

Proceedings of the 34th International Business Information Management Association Conference (IBIMA). ed. / Khalid S. Soliman . 2019. p. 930-941.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Research › peer-review

Harvard

Molchanov, NN, Muraveva, OS & Makarova, MS 2019, Analysis of the impact of digital marketing tools on consumers (the case of St. Petersburg, Russian Federation). in KS Soliman (ed.), Proceedings of the 34th International Business Information Management Association Conference (IBIMA). pp. 930-941, The 34th IBIMA Conference , Мадрид , Spain, 13/11/19.

APA

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)

Vancouver

Molchanov NN, Muraveva OS, Makarova MS. Analysis of the impact of digital marketing tools on consumers (the case of St. Petersburg, Russian Federation). In Soliman KS, editor, Proceedings of the 34th International Business Information Management Association Conference (IBIMA). 2019. p. 930-941

Author

Molchanov, Nikolay N. ; Muraveva, Oksana S. ; Makarova, Maria S. / Analysis of the impact of digital marketing tools on consumers (the case of St. Petersburg, Russian Federation). Proceedings of the 34th International Business Information Management Association Conference (IBIMA). editor / Khalid S. Soliman . 2019. pp. 930-941

BibTeX

@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 = nov,
language = "English",
isbn = "9780999855133",
pages = "930--941",
editor = "{Soliman }, {Khalid S. }",
booktitle = "Proceedings of the 34th International Business Information Management Association Conference (IBIMA)",
note = "The 34th IBIMA Conference ; Conference date: 13-11-2019 Through 14-11-2019",
url = "https://ibima.org/accepted-paper/management-potential-of-an-international-trade-network-based-on-cointegration-analysis/",

}

RIS

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.

N1 - Conference code: 34th

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

SP - 930

EP - 941

BT - Proceedings of the 34th International Business Information Management Association Conference (IBIMA)

A2 - Soliman , Khalid S.

T2 - The 34th IBIMA Conference

Y2 - 13 November 2019 through 14 November 2019

ER -

ID: 46233752