The impact of Digital marketing on consumer purchasing habits / CYNTHIA LAURELLE NGOUONGO / 2022

Titre : The impact of Digital marketing on consumer purchasing habits Type de document : Mémoire Auteurs : CYNTHIA LAURELLE NGOUONGO, Auteur Année de publication : 2022 Importance : 25 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec cotre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Management ACHAT ; CONSOMMATEUR ; WEBMARKETING Entreprise DIGITAL Résumé : We live in a world where technology has taken over basically everything we do on a daily basis and has literally impacted the way we shop and interact with people and businesses. the buying and selling of goods and services has evolved from trade by batter in the past to one click on a computer or phone with several propositions, complementary and substitute products and or services. Also, globalization has evolved with the technological advancements and a business does not need to have its headquarters in a particular city, country, or continent to operate there. on a personal note, I was fascinated by the interdependence between businesses, customers, technology, globalization, and many other factors. As I aspire to work in the marketing u=industry in the future, I decided to focus on digital marketing given today’s era and I decided to analyze the impact of digital marketing on purchasing habits as I have personally been affected by it and it is something I witness on a daily basis, the power of the internet and technology. In this dissertation, we will understand the evolution of marketing, the different styles of digital marketing, the impact it has on consumer behaviors ad from there, define a hypothesis to be analyzed with statistics. Programme : Global BBA Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=562055