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

Результат исследований: Публикации в книгах, отчётах, сборниках, трудах конференцийстатья в сборнике материалов конференциинаучнаярецензирование

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Аннотация

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
Язык оригиналаанглийский
Название основной публикацииProceedings of the 34th International Business Information Management Association Conference (IBIMA)
РедакторыKhalid S. Soliman
Страницы930-941
Число страниц12
СостояниеОпубликовано - ноя 2019
СобытиеThe 34th IBIMA Conference - Мадрид, Испания
Продолжительность: 13 ноя 201914 ноя 2019

Конференция

КонференцияThe 34th IBIMA Conference
СтранаИспания
ГородМадрид
Период13/11/1914/11/19

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  • Цитировать

    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). В K. S. Soliman (Ред.), Proceedings of the 34th International Business Information Management Association Conference (IBIMA) (стр. 930-941)