The Impact of Digital Media on Consumer Purchase Behaviour | Original Article

ABSTRACT:

This paper analyzes those research papers which are currently published regarding customers of digitalized and social network marketing platforms. There were five trends and categories which were recognized and brought in this article, namely (i) customer or consumer digital culture, (ii) reactions to digital advertising and promotion, (iii) impacts of digital atmosphere upon customers’ behavioral aspects, (iv) mobile climates, and (v) web-based or digital word of mouth (WOM). Cumulatively all these papers try to understand and realize things from various perspectives on how customers feel, comprehend, effect as well as get impacted by the online climates which are part and parcel of their day-to-day routines nowadays. There's a lot more things to explore, however the present research wants to concentrate on word-of-mouth which is just a section of the online customer experience. Quite a few paths in association with the forthcoming research are taken to boost scholars for considering a wider range of contexts.