TRANSITIONS IN INTEGRATED MARKETING COMMUNICATIONS -FROM PHYSICAL TO DIGITAL
Keywords:
Information Search, Online content, Purchase decision of customers, post-purchase satisfaction of customersAbstract
The purpose of this research is to investigate the Transitions in Integrated Marketing Communications – From Physical to Digital. To achieve this purpose, a questionnaire was used as an instrument to gather primary data using non-probability convenience sampling. Total numbers of responses collected using online questionnaire from individuals were 390 from 150 million individuals residing in Bangladesh.
Analysis of the factors is used to suggest interrelationships of independent and dependent variables. The KMO value of variables indicated 0.948 in the meritorious category, and the results indicated an important relationship among search knowledge, web content, consumer acquisition choices, customer loyalty following the transaction by digital marketing effectiveness. Multiple regression analyses and correlations have shown that quest for results, web content and consumer purchasing decisions contribute to digital marketing performance positive, but customer loyalty has a negative significant connection on digital marketing effectiveness.
The p-value of 0.000 and the t-value of 8.569 suggest that the variant supply is approximately 85 per cent high by way of digital marketing efficacy. The purchasing choice of consumers is important. In addition, this report offers guidelines for future review.
