USER’S PERCEPTION AND EFFECTIVENESS OF DIGITAL MARKETING IN COIMBATORE CITY -A STRUCTURAL EQUATION MODELLING

Dr K.GOWRI

Abstract


Digital marketing is the activity of promoting all the goods and services using various digital technologies such as mobile phones, laptops and other digital medium. It makes the business people to be sophisticated with their promotion by just utilising the simple devices for its utmost growth and access. This study has mainly focussed on the professionals who are using digital marketing as the source of promoting their business sales. This enlightens the interest and strengths of professionals on various impacts like flexibility, cost-effectiveness, convenience, instant response and more. Since it is very important to know about the start-ups preferences in this revolutionised world, the perception has also included in this short section. The sample was drawn by using convenient random sampling method. The present study was conducted with the collection of questionnaires from various respondents who are using this digital marketing as a tool. Questionnaires have been entrusted to 150 respondents for data collection in Coimbatore city but only 144 questionnaires were found complete for extracting information. The regression coefficient of the exogenous variables and also it is concluded that the critical ratio of the entire manifest variables are above the table value 2.962 and it is significant at 1 percent level for measuring the users’ perception and effectiveness towards digital marketing in Coimbatore city.

Key Words : Digital marketing, user’s perception and effectiveness.


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ISSN : 2251-1563