A STUDY OF THE IMPACT OF „DIGITAL MARKETING‟ ON E-COMMERCE BUSINESS

“A STUDY OF THE IMPACT OF „DIGITAL
MARKETING‟ ON E-COMMERCE BUSINESS”
A Thesis submitted to the Savitribai Phule Pune University,
For award of degree of Doctor of Philosophy (PhD)
In the subject Marketing Management
Under Faculty of Management
Submitted by
Ravindra Khedkar
Under the Guidance of
Prof. (Dr.) Omprakash Haldar
Professor and HOD Dr D. Y. Patil School of Management
Research Centre
ASM’s IBMR Research Centre, Chinchwad, Pune.
May-2019
Scanned by CamScanner
INDEX
CONTENTS
Acknowledgement II
Guide Certificate IV
Declaration V
Abstract VI
Abbreviation XVI
List of Tables XIX
List of Figures XXI
List of Charts XXII
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INDEX
Sr. Page
No. CHAPTER No.
CHAPTER NO. 1. INTRODUCTION OF THE
STUDIES 1 -47
1.1 Introduction of chapter 2
1.2 Background of the Study 3
1.3 Epidemic Statements 4
1.4 Purpose of the Study 5
1.5 Definition of Terms 8
1.5.1 Definition of Marketing 8
1.5.2 Definition of Direct Marketing 9
1.5.3 Definition of ‘Digital’ 10
1.5.4 Definition of Digital marketing 11
1.5.5 Definition of E-commerce 12
1.5.6 Definition of Social Media 13
1.6 History of Digital Marketing 15
1.7 Digital Marketing Platforms 21
1.7.1 Email 23
1.7.2 Search Engine 24
1.7.3 Digital Display 25
1.7.4 Social Media: 27
1.8 History and overview of E-commerce 29
1.8.1 Elements of e-commerce 33
1.8.2 Stakeholders in e-commerce 36
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1.9 Study of Digital Media Marketing in e-commerce 37
1.10. Problem Statements 39
1.11 Significance of Study 42
1.12 Limitations of Study 45
1.13 Framework of study and chapter wise presentation 46
CHAPTER NO.2. LITERATURE REVIEW 48-104

2.1 Introduction 49
Rise of Digital Marketing: Controversies on competitive
2.2
intelligence at inception 49
2.3 Digital World Overview 53
2.3.1 Internet users worldwide 55
2.3.2 Top 10 Internet User Countries 57
2.3.3 Time Spent on Internet by Individuals 58
Digital Indicators of the World In (2018);
2.3.4 (Internet, Social Media, Mobile and Social Media
users on Mobile) 59
2.4 Social Media Impact 62
2.5 Messenger Apps: Innovative Marketing 65
2.6 Traditional Marketing and Digital Marketing 68
2.7 Shift in Marketing spending Plans 74
2.8 Marketing channels influencing to Drive In-store traffic 75
2.9 E-commerce Penetration in World Prospective 77
2.10 Effectiveness of Digital Marketing 81
International Prospective of Digital Marketing on e-
2.11
Governance 90
2.11.1 Digital Governance 92
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2.11.2 Digital Communication and e-governance 93
2.11.3 Digital Civics 94
2.11.4 Government Digital Strategy in UK 96
Government Digital Strategy in Republic of
2.11.5 Brazil 100
Government Practices of Digital
2.12.6 Communication in India 101
2.12 Research Gap of the study 102
2.13 Conclusion 104
CHAPTER NO.3. SCOPE, OBJECTIVES AND 105-

HYPOTHESES OF THE STUDY 113
3.1 Scope of Study 106
3.2 Objectives of Research Study 109
3.3 Hypotheses of Research Study 109
3.4 Mapping of questionnaire with Objectives and Hypothesis 111
3.5 Pilot Study for Preparation of Questionnaire 112
114-
CHAPTER NO.4. RESEARCH METHODOLOGY 123
4.1 Introduction of Research Methodology 115
4,2 Research Methodology Used: Descriptive 116
4.3 Research Design 118
4.3.1 Descriptive Research Design 118
4.3.2 Population 119
4.4 Sample Design 119
4.4.1 Sample Unit 119
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4.4.2 Sample size determination 119
4.4.3 Sampling Technique 120
4.5 Data Collection 121
4.5.1 Primary data 121
4.5.2 Secondary data 121
4.6 Research Techniques used for Study and Analysis 122
CHAPTER NO.5. DATA ANALYSIS AND 123-

INTERPRETATION OF THE STUDY 178
5.1 Introduction 124
5.2 Data Cleaning 124
5.2.1 Treatment for missing values 124
5.2.2 Treatment of unengaged responses 125
5.3 Data Preparation 125
5.3.1 Normality of the data using Shapiro-Wilk test 126
5.3.2 Normality of data using Skewness and Kurtosis 127
5.3.3 Normality of data using Histogram 129
5.4 Reliability of the questionnaire 135
5.5 Data Presentation 136
Frequencies-How often do you access internet
5.5.1
to research products, information and prices? 136
Frequencies- What are the reasons for using
5.5.2 Internet? 137
Frequencies- How often do you buy products
5.5.3 online? 139
Frequencies for Subscale- Reasons for
5.5.4
engagement in e-commerce 140
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5.5.5 Frequencies- Most frequent online purchases 148
Frequencies for Subscale- Attitude towards
5.5.6 Digital Marketing 150
Frequencies for Subscale- Influence of Digital
5.5.7
Marketing Channels 155
5.6 Frequencies- Subscale Satisfaction with e-commerce 160

5.7 Demographic Profile of the Respondents 162
5.8 Descriptive Statistics 168
5.9 Statistical Analysis- 171
Demography and reasons for shopping
5.9.1 through e-commerce 171
5.10 Hypothesis testing 172
H1: Attitude towards Digital Marketing is
5.10.1 significantly affected by digital marketing
Channels used for marketing. 172
Digital marketing Channels significantly
5.10.2
influence frequency of e-buying 173
H3: Clicking/ Following digital
5.10.3 advertisement(on internet/ smart phone) is
significantly correlated with the frequency of
e-buying 175
H4: Frequency of using internet and e-buying
5.10.4
frequency are significantly related 176
5.11 Conclusion 177
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CHAPTER NO. 6. FINDINGS AND
178-
OBSERVATIONS ACCORDING TO DATA
ANALYSIS 183
6.1 Observations 179
6.2 Major Findings 181
6.3 General Findings 182
184-
CHAPTER 7. SUGGESATIONS AND
RECOMENDATIONS 188
7.1 Suggestions 185
7.2 Recommendations 188
CHAPTER NO. 8. CONCLUSIONS AND FUTURE 189 -

SCOPE OF THE STUDY 193
8.1 Conclusion 190
8.2 Scope for future research studies 191
APPENDICES 192 -210
APPENDIX-I 192
REFRENCES 192
APPENDIX-II 199
BIBLIOGRAPHY 200
APPENDIX-III 207
QUESTIONNAIRE 207
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LIST OF TABLES
Table Page
No CH. 5. Data Analysis and Interpretations No
5.1 Summary of treatment of responses 125
5.2 Shapiro-Wilk Test 126
5.3 Skewness and Kurtosis test 127
5.4 Reliability Statistics 136
5.5 Frequencies- How often do you access internet to research

products, information and prices? 136
5.6 Frequencies- What are the reasons for using Internet? 138
5.7 Frequencies- How often do you buy products online? 139
5.8 Frequencies- Avoid going to shops 140
5.9 Frequencies- Availability of extensive information 141
5.10 Frequencies- Product reviews 142
5.11 Frequencies- Certain products are available only online 143
5.12 Frequencies- Convenience / Service 144
5.13 Frequencies- Enables price comparison 145
5.14 Frequencies- Saves time 146
5.15 Frequencies- Sales / Offers 147
5.16 Frequencies- Most frequent online purchases 148

Frequencies- How often have you clicked digital ads on day to
5.17
day basis? 149
5.18 Digital ads make me purchase the product 150

Digital ad remind me of buying certain things when I am at
5.19 work 151
5.20 Digital ads are more appealing 152
5.21 Digital ads often offer comprehensive information 153
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Digital Advertisements are often relevant to me
5.22 154
5.23 Frequencies- Influence of Search Engine 155

Frequencies- Influence of Mobile Advertising
5.24 156
5.25 Influence of E-mail advertisement/ Promotion 157

Influence of Social Media
5.26 158
Influence of Direct e-commerce website/ Application
5.27 159
5.28 Influence of Digital Display 160
5.29 How much satisfied are you with the products/ services you
bought through E-commerce 161
5.30 Demographic Profile of the respondents 162

5.30-
Educational Profile of the respondents
a 164
Descriptive Statistics- Reasons for buying online
5.31 168
Descriptive Statistics- Attitude towards Digital Marketing
5.32 169
5.33 Descriptive Statistics- Influence of Digital Marketing Channels 170
5.34
Descriptive Statistics- Satisfaction with e-commerce in general 170
ANOVA Demography and reasons for shopping through e-
5.35
commerce
171
ANOVA- Attitude towards Digital Marketing* digital
5.36
marketing Channels 172
Correlations- Influence of digital marketing channels*
5.37
frequency of e-buying 174
Correlations- Clicking/ Following digital advertisement*
5.38
frequency of e-buying 175
5.39 ANOVA- Frequency of using internet* e-buying frequency 176
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LIST OF FIGURES
Figure Page
No CH. 1. Introduction of Study No
1.1 Direct Marketing 9
1.2 Social Media Process 14
1.3 Transmission in Analog to Digital media communication 15
1.4 Digital Technology 16
1.5 Communication media progress 17
1.6 World Internet Users by Regions 20
1.7 E-mail Marketing 23
1.8 Elements of Search Engine 24
1.9 Social Media 27
1.10 Digital India Initiatives 32
1.11 e-Commerce shopping process 35
CH. 2. Review of Literature

2.1 Basic frame work of digital marketing 54
2.2 Internet User’s statistic from 2005 to 2017 56
2.3 Top 20 Internet user countries in no’s 57
2.4 Avg. Time Spent on Internet (minutes) 58
2.5 Digital around the world-2018 59
2.6 Rapid Rise of Social Media 64
2.7 Top Messenger apps by Country 65
2.8 Annual Growth of Social Media users 66
2.9 Facebook user’s profile 67
2.10 Traditional Media Channels 69
2.11 Digital Media Channels 71
2.12 Marketing Spending Plans 2016 by Program 74
2.13 Retailers Initiatives to Drive Instore Traffic 75
2.14 E-commerce penetrations 2018 80
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2.15 Total Media Advertisement spending 82
2.16 Most Active Social Media Platforms 84
2.17 Digital Civics 95
2.18 Digital Governance of Countries 96
2.19 Digi Locker, Digital India’s Initiative 102
CH. 4. Research Methodology
4.1 Steps in Descriptive Research Method 116
LIST OF CHARTS
Page
Chart CH. 5. Data Analysis and Interpretations No
5.0 Histogram- Graphs 129
How often do you access internet to research products,
5.1
information and prices? 137
5.2 What are the reasons for using Internet? 138
5.3 How often do you buy products online? 139
5.4 Hate going to shops 140
5.5 Availability of extensive information 141
5.6 frequencies- Product reviews 142
5.7 Certain products are available only online 143
5.8 Convenience / Service 144
5.9 Enables price comparison 145
5.10 Saves time 146
5.11 Sales / Offers 147
5.12 Most frequent online purchases 148
5.13 How often have you clicked digital ads on day to day basis? 149
5.14 Digital ads make me purchase the product 150
iv
Digital ad remind me of buying certain things when I am at
5.15 work 151
5.16 Digital ads are more appealing 152
5.17 Digital ads often offer comprehensive information 153
5.18 Digital Advertisements are often relevant to me 154
5.19 Influence of Search Engine 155
5.20 Influence of Mobile Advertisement 156
5.21 Influence of E-mail advertisement/ Promotion 157
5.22 Influence of Social Media 158
5.23 Influence of Direct e-commerce website/ Application 159
5.24 Influence of Digital Display 160
How much satisfied are you with the products/ services you
5.25
bought through E-commerce 161
5.26 Age of respondents 163
5.27 Gender of respondents 164
5.28 Education of respondents 165
5.29 Occupation of respondents 166
5.30 Income level of respondents 167
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ABBREVIATIONS
WWW: World Wide Web
Generation ‘Y’: Young generation
ICT: Information Communication Technology
SEO: Search Engine Optimisation
SEM: Search Engine Marketing
SMM: Social Media Marketing
PPC: Pay Per Click
UK: United Kingdom
TV: Tele Vision
WTO: World Trade Organization
EDI: Electronic Data Intelligence
SMS: Short Message Service
MMS: Multimedia Message Service
ATM: Automated Teller machines
B2B: Business to Business
B2C: Business to Customers
C2C: Customers to Customers
G2C: Government to Citizens/Customers
G2B: Government to Business
G2G: Government to Government
B2G: Business to Government
GeM: Government e-Market
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CoD: Cash-on-Delivery
ECS: Electronic Clearing System
GST: Goods and Services Tax
CRM: Customer Relationship Manager
GDP: Gross Domestic Products
CAGR: Compound Annual Growth Rate
e-commerce: Purchase and Sale of products or transfer of funds over electronic

networks
CPP: Calling Party Pays
RPP: Receiving Party Pays
VSNL: Videsh Sanchar Nigam Limited
STD: Subscriber Trunk Dialling
ISD: International Subscriber Dialling
IAMAI: Internet and Mobile Association of India
IMC: Internet Marketing Communication
ROI: Return on Investment
NASSCOM: National Association of Software Companies
USA: United State of America
UAE: United Arab Emiratis
PCMC: PimpriChinchwad Municipal Corporation
PPP: Public Private Partnership
NeGP: National e-Governance Plan
UID: Unique Identification Number
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TRAI: Telecom Regulatory Authority of India
GPs: Gram Panchayat’s
OFC: Optical Fiber Cable
CGI: Consultants to Government and Industries
IoT: Internet of Things
ITU: International Telecommunication Union
SD: Standard Deviation
ARPANET: Advanced Research Projects Agency Network
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ABSTRACT
1. Introduction of the Study
The objective of introduction chapter is to provide basic knowledge of Digital

Marketing, e-commerce business, e-commerce consumers. This chapter is focusing
on fundamental concepts used in digital marketing and e-commerce. It also
reflects the importance, use, procedure and ways of implementation of digital
marketing in any e-commerce business.
This chapter have insights on background and history of digital marketing, purpose
of the study, definitions of related terms, platforms of digital marketing, history and
overview of e-commerce and study of digital marketing in e-commerce business.
Chapter also emphasises on problem statements, Scope, significance and limitations
of the research study in present scenario. The framework of study and chapter wise
presentation is given in this chapter.
2.Literature Review
Researcher in this chapter along with research guide developed a framework for
research in Digital marketing, the process of digital marketing, digital technology,
ways of digital marketing communication, platforms of digital marketing and the
most important is the significant impact of digital marketing on e-commerce
business.
Researcher reviewed 86 books, Journals, Thesis, online and offline Magazines,

reports are used for authentic references in the literature review. Also researcher
referred and gone through more than 100 books, journals, thesis, magazines,
newspapers and website to understand this research study better and based on this
rigorous review prepared his opinion and analysis.
This chapter covered the literature review on the areas of digital world overview,
rise in digital marketing, Traditional marketing and digital marketing, social media
impact, shift in marketing spending of organisations, increasing use of messenger
apps, influence of marketing channels, e-commerce penetration in world and digital
marketing in e-governance.
i
Problem finding andResearch Gap of the study:
After rigorous literature review researcher analysed that there is is no focus on

digital on online marketing study. Also there is aneed to know more information,
use and impact of digital channels to understand exact use of digital marketing
channels to consumers. Effectiveness of digital marketing channels and
comparative study of channels is also necessary. It is academically correct as all
digital marketing ways are direct, but it is many more than that as it collects data,
personal details, segment audience, send tailor made messages, according to public
interest, measures daily output and return on marketing investment.
Actual effect of digital marketing on e-commerce buying from consumers must be

analysed. Most effective ways of digital marketing communications must be
analysed. There for impact of digital marketing on buying has to be analysed and
best optimum use of digital marketing in different situations must be identified.
This research study is conducted with the objectives to flash new insight in this area
of study to find best strategies of digital marketing in e-commerce business.
3. Objectives and Hypothesis of the Study
Objectives:
1) Tounderstand consumers’ attitude towards digital marketing
2) To investigate the influence of digital marketing on e-buying behavior
3) To understand the customer engagement in e-commerce
4) Toexamine the satisfaction level towards e-commerce in general of

consumers.
Hypothesis of Research Study:Researcher on the basis of research study title and

objectives formulated hypothesis of the research study as follows;
1. HYPOTHESIS-I. Digital Advertisement & Satisfaction of online buyersH0:

The attitude towards digital advertisements and satisfaction with the product/
service bought online are not significantly related.H1: The attitude towards digital
ii
advertisements and satisfaction with the product/ service bought online are
significantly related.
2. HYPOTHESIS-II. Digital Marketing Channels and Frequency of e-

buyingH0: Digital Marketing Channels do not significantly influence frequency of
e-buyingH1: Digital Marketing Channels significantly influence frequency of e-
buying
3. HYPOTHESIS-III. Clicking Advertisement and Frequency of e-buyingH0:

Clicking and following digital advertisement (on internet) is not significantly
correlated with the frequency of e-buying.H1: Clicking and following digital
advertisement (on internet) is significantly correlated with the frequency of e-
buying.
4. HYPOTHESIS-IV. Frequency of using internet and e-buying frequencyH0:

Frequency of using internet and e-buying frequency are not significantly related.H1:
Frequency of using internet and e-buying frequency are significantly related.
4. Research Methodology
4.1 Research Design:

4.1.1 Descriptive research design is adopted for this research. Both primary and
secondary data are used in the research. Primary data is collected through personal
schedule. To analyse frequency of shopping, preference of e-consumers and
association of Digital Marketing with buying behaviours descriptive research design
is most suitable.
4.1.2 Population- Pune Region census (Infinity).Pune Region includes Pune city,
PimpriChinchwad and Suburban’s.
4.2 Sample design:
4.2.1 Sample unit- Individual consumer who has been engaged in e-commerce
(Who has seen digital advertisements, and/or bought something using any e-
commerce platforms).
4.2.2 Sampling size determination- Using formula developed by Cochran
(1977)75(When population size is large this formula is appropriate)
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Where:
 n0is the sample size

 e is the desired level of precision (i.e. the margin of error),
 p is the (estimated) proportion of the population which has the
attribute in question,
 q is 1 – p
 Z is the abscissa of the normal curve that cuts off an area α at the
tails and we get the value from z table.
For maximum variability we assumed that half of the population is exposed to
digital marketing and have bought things at least once from e-commerce. Therefore
p= 0.5 and hence q=1-0.5=0.5
Now at 95% confidence and at least ±5% precision z=1.96 (from z table), we get
n= ((1.96)2 (0.5) (0.5)) / (0.05)2 = 385.
For better result and more accuracy 437 is a sample size taken for research of the
study. Hence sample size of study is 437.
4.2.3 Sampling Technique
Combine sampling (Quota + Simple random sampling)used to approach

respondents.
Primary data collected from all the areas of Pune city by using Combine sampling
technique. As allotment of quota according to population percentage Area wise
quota allotted according to the density of population of area so that representation
from all areas is assured.Respondents approached by using simple random
sampling.
iv
4.4 Data Collection:
Primary data and secondary data is must for analysis, findings and conclusion of
research study.
The Secondary data collected through an extensive review of literature including

journals; Books, Research Papers, Government publications, Annual reports,
Newspapers, Magazines, internet & websites etc. Primary data collected through
‘personal schedule’ along with structured questionnaire.Researcher finalised
questionnaire, items of questionnaire and scales for measurement after successful
pilot study.
Places where data collected are Malls, Banks, Market, Private co. Offices, Railway
station, Travel points, IT companies, Colleges, government offices and other
crowded places.
First respondent approached and questionnaire filled with personal schedule.

Interval has been given after every response was collected as the time spent in
engaging with one consumer, few consumers (approx. 10) skipped and next
consumer approached for response by using simple random sampling
technique.Total 800 respondents approached and finally collected data of 437 for
analysis.
4.5Research Techniques used for Study and Analysis:

The researcher according to the requirements various techniques used to analyse
data scientifically.
Primary data collected through using ‘personal schedule’.Thirty items divided in
four sub areas according to objective and hypotheses of study.
Researcher used scaling in questionnaire to get clarity and simplicity to the
respondents. Rating scale, Linkert scaling and preference techniques used to answer
the questionnaire.
Sample size decided by using Cochran Formula to take valid sample size.
To check the Normality of data: Parametric test to check theSkewness and
Kurtosis value and Histogram.
SPSS run to check the reliability of data: Cronbach's Alphatest used.
v
For Hypothesis Testing: One-WayANOVA and Pearson Correlation tests are
used.
5. Data Analysis, Interpretation and Hypothesis Testing of the

Study
470 responses were coded in SPSS for analysis purpose. Out of 470 responses 30
responses found to have missing values. The mode/ median value (whichever is
appropriate) was replaced with missing value. However 12 responses were having
more than 10 per cent missing values. So it was thought to exclude those responses
from analysis. Among 800 respondents 437 responses were complete information.
Finally 437 data coded in SPSS for analysis purpose.
Reliability of the questionnaire

Reliability test was run in SPSS for all subscales and for entire scale as well. High
value of reliability; generally from .7 to .9 indicates that the scale used for data
collection is reliable.
Cronbach's Alpha N of Items
.844 30
Since the Cronbach’s alpha value is higher than .7; the questionnaire is considered
reliable. It indicates that the scale measure exactly the same construct to measure.
Normality of the Data:
All statistical tests to be conducted for analysis purpose are parametric. Parametric
test assumes that the data is normally distributed. To check the normality of the data
before proceeding for parametric tests, Shapiro-Walk, Skewness and Kurtosis test
and Histogram for normality of parametric variables was analysed.
Normality of the Data using Shapiro-Wilk test

To examine if the data meet the assumption of normality Shapiro-Wilk test was
used. The results shows that the significance value (p) is less than .05 (p<.05).
Therefore we assume that the data is normally distributed.
Normality of the Data using Skewness and Kurtosis

Skewness and Kurtosis test was conducted and it is observed that skewness values
vi
and kurtosis values for all the variables are less than 1. This signifies that the data is
normally distributed.
Normality of the Data using Histogram
Histograms with normality curve also show the data is normally distributed.
Interpretation and data analysis:
Data analysis is done and interpretations are drawn in context of digital marketing
and its impact on e-commerce business. For analysis of every question in the
questionnaire frequency distribution table, descriptive statistics and statistical
analysis is calculated and demographic characters also analysed.Moreover
subsequently tables, graphs, pie charts and curves also drawn to understand data.
Hypotheses Testing
To test predetermined hypothesis, various statistical tests were applied on different

variables depending upon the nature of variables.
For first hypothesis consumer’s attitude towards digital advertisements and

satisfaction with the product/ service bought online is analysed. To test this
hypothesis ‘One- way ANOVA’ is used and itt is observed that the significant value
of F test is less than .05 (p<.05). This indicates that the value of F test fall in
rejection zone and thus we reject null hypothesis. This means the “attitude of
consumer changes their satisfaction level with the product/ service bought online
also changes.
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To test second hypothesis ‘Pearson correlation’ is used and (Correlation is
significant at the 0.01 level) all values of Pearson Correlationrange from .223 to
.369. These values indicate low positive correlation; however the correlation is
statistically significant (p<.05) and not by just chance.In other words “Digital
Marketing Channels significantly influence frequency of e-buying”.
To test third hypothesis ‘Pearson correlation’ is used and the result shows that the
correlation is significant since the p value is less than .05. (p<.05). This indicates
that the null hypothesis cannot be accepted and we reject null hypothesis. In other
words “clicking/ following digital advertisements are significantly correlated with
frequency of e-buying.
To test fourth hypothesis ‘One way ANOVA’ test is used to check if the means of
these two variables differ significantly. Significant value of F test shows (p<.05)
that “Frequency of using internet and e-buying frequency are significantly related”.
6.Findings and suggestions according to data analysis
Findings:
1) Researcher found that almost 53% consumers are satisfied with online buying.
The attitude of e-commerce consumer changes their satisfaction level with the
product/ service bought online also changes. It can be interpreted that the
satisfaction is somehow is also related with the attitude toward digital marketing.
2) Researcher found that 60% e-buyers get influenced to buy online. It found
significant positive effect of digital marketing channels on frequency of e-buying.
3) Researcher found that clicking and following digital advertisements are

significantly correlated with frequency of e-buying. This indicates that digital
advertisement influence online buying positively.
4) Researcher found that digital advertisements are more appealing and digital
advertisements often offer comprehensive information have been found to receive
highest mean values.
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5) Researcher found that every time new marketing changes are happening but this
time it’s different, this time it’s not only rules have been changed but customers
themselves discovered the new framework of marketing.
Suggestions
1) Research suggests using search engine marketing, as search engine influence

2) Research also suggestsdeveloping and well maintaining direct e-commerce

web/web application/mobile application, as it has influence on e-buying.
3) Researcher suggests that marketers should increase satisfaction level of online

consumers by using proper digital marketing channels.
4) Researcher suggests to every marketer to adopt digital marketing strategy as a

compulsory marketing strategy to increases sales.
5) Researcher suggests most important factor that people are buying online it
doesn’t mean they avoidvisiting shops. Offline reputation must be maintained.
7. Conclusion Limitations and further scope of the study

Conclusion:
Digital marketing is an updated version of direct marketing of Global village in 21st
century. Technology has changed the way of life, way of work, communication,
interaction, feedback and many more. The digital marketing trends, speed,
development growth and ease of working attract every business.
The technology enabled communication is very sensitive and available on fingertips
to move it in a positive direction 24 hours monitoring and expertise are required.
Research study found that digital marketing channels have changed the basic form
of existence of communication in e-commerce business as well as all sector.
Because of steep competition everyone forced to have digital presence as a pre-
requisite for every organization.
Research study highlighted that, time saving and attractive offers make people buy
from online. The same time people are not avoiding to visit shops it means don’t
ix
avoid completely traditional communication.Research study interpreted that use of
e-commerce is most frequent for buying services than products.
The 60% of respondents feel that they get influenced by social media channels.
Artificial intelligence by using technology to target and micro target interest groups
are used.
Limitations and scope for future research studies-

The significant limitation of this research is its design.
The responses collected are intentions of consumers and are not actual behaviour.
Intentions may or may not lead to behaviour. Therefore findings may not be
generalised.Study is limited to e-buyers in Pune region as it may vary in another
city or rural area.Experimental research design would give better insights into this
context.
E-commerce companies and Digital marketing agencies were not ready to share
their data as its most confidential part of their business.The future studies should
focus on particular e-commerce marketers. Research study found that Mobile
advertising and email have no significant relation with frequency of e-buying it has
a scope for further study to get more insight on it.
x
CHAPTER NO. 1.
INTRODUCTION OF THE
STUDIES
1.1 Introduction of chapter
1.2 Background of Study
1.3 Epidemic Statement
1.4 Purpose of Study
1.5 Definition of Terms
1.6 History of Digital Marketing
1.7 Digital Marketing Platforms
1.8 History and overview of e-commerce
1.9 Study of Digital Media Marketing in e-commerce
1.10 Problem Statements
1.11 Significance of Study
1.12 Limitations of Study
1.13 Framework of Study and chapter wise
presentation
1
CHAPTER NO: 1
INTRODUCTION OF THE STUDIES
1.1 Introduction of chapter:
21st century drastically changed the way of life, work and communication. We all
are experiencing the digital revolution (digital kranti) every day. Now a days
researcher can dare to say that “Literacy is not limited to only reading and writing
but without knowledge of computing one cannot be considered as literate in 21st
century”.
The students, professionals, businessperson and every individual surrounded by

digital environment in today‟s Global village concept. The world came close to
each other because of transportation and communication became fast. Everyone is
communicating smartly because of „smartphones‟.
Now smartphones become smarter than men are. We are not able to remember
phone numbers of our dearest ones. We hardly write letters on post card or paper to
our relatives, friends or officials. We are writing message or letters on email, phone
and other technological gazettes.
How many of us remember and dial phone no‟s?
Do you use letter writing or WhatsApp?
Do you copy text message or copy?
Do you use email?
Do you use credit or debit card?
Do you shop online?
The answers of all these questions lead us to think of digital communication.

Economy has also become digital economy. Everyone will shop online. World
Wide Web (www) completely transformed the trend of communication.
Bill Gates (2013)1 rightly said that, “The internet is becoming the town square for
global village of tomorrow”.
2
This statement of Microsoft‟s founder Bill gates is realising in today‟s corporate
world as internet is playing very important and huge role in businesses. In an
overnight, business can reach out to the public in large beyond the geographical
boundaries with one click of digital marketing.
Digital communication provides innovative platform to easy approach,

communication and information. This digital revolution comes with lot of changes,
opportunities and challenges and exactly this situation motivated researcher to “A
study of the Impact of „Digital Marketing” on e-commerce business”.
1.2 Background of the Study
The research on the area of digital marketing is something interesting for researcher
as researcher studying and implementing marketing practices. Researcher have
experienced that the organisation, government and individuals are using advance
technology and it helps everyone. This technical upgradation has many benefits to
organisations as well as individuals. This technological upgradation particularly in
communication system attracted researcher to do detailed study and research in
marketing point of view.
New technology and new platform of communication even changed the way and
strategies of internal communication in organizations and communication with
customers. Now it is more effective and easy to connect with customers and vice-
versa easy for customers to know everything about desired product and services.
Every business/entrepreneur is using this new tools and platform of communication.
To use best tools and best platform to reach customer is also a challenge.
To overcome this challenge and get benefit of cut through completion in techno-
savvy world everyone must be aware of the term popularly known as „Digital
Marketing‟.
Digital marketing involves various factors and the study of this factor has become
essential to be updated as a marketing professional, as an entrepreneur, as a mentor
and as a student as well. researcher want to do research on relatively new area of
marketing, want to know about present practices in digital marketing, comparison
with traditional marketing, advantages and disadvantages of digital marketing,
3
scope of digital marketing and future of digital marketing and want to find
benchmark and most effective solution in this area of marketing.
As this tool became unavoidable in professional life, hence researcher has to find
out most suitable and the perfect digital practice for that area of business or product.
This study should be a road map to organisations to adopt right marketing strategy,
communication, transaction process, media and technology.
Also it must be a guide to individual users as well to use this medium not for only
entertainment but to save time, money and energy by using best digital media in
most suitable direction. Will search and find out best possible solutions on „Digital
Trust‟.
“Right use of Technology at right time and right direction will give immense
result”
We have observed that Digital Marketing strategies mostly used in e-commerce

business. On the other hand, we can say e-commerce is a technology centric
business. Researcher, have studied, analysed and found new ways, areas in e-
commerce. The main moto of this study is to find out the impact of „Digital
Marketing‟ on e-commerce business. I have observed that this study is not limited
to any area or city but I have to study global trends and innovation going on. As the
study is very vast, so my focus area to collect primary data is limited to urban
population of Pune region. A Pune city is known as Adroit of east also known for
IT hub, vibrant, youngsters and popularly called capital of education and culture.
1.3 epidemic statements
Everyone is use too with internet, computer/laptop, smart phones and other
technology gazettes for communication. I was fond about communication and
always want to know about new ways of effective communication. Being a
passionate of technology and communication became addict of communication
platform like, e-mail, google search, google plus, Facebook, LinkedIn, YouTube,
Instagram. The use of these platforms is depending on person-to-person
organization to organisation.
4
Researcher was one of them to worried little bit earlier about the use of these
platforms and benefit from the use of these medium of communication. However,
no doubt we all are realised that this new way of communication is attracted our
youngsters throughout world. In addition, every business persons worried about
how this “generation „Y‟” would affect the business. The burst of dot.com validate
and changed some theories that the wave of informal business professionals
adopting new habits in themselves.
Social media tools like Facebook, LinkedIn & Twitter, also influence me and many
professionals like me. These communication Media reached to mainstream and
forcing many business to adopt new way of communications. The informality of
these social media platforms spread to business communication platforms hence
there is a need of more study and research for effective use of this media for
organizations and individuals as well. I have decided to study and do research
which should be useful for organizations, society, government and end-users. I have
selected topic accordingly to study the impact of digital marketing on e-commerce
business.
1.4 Purpose of the Study
Research questions: Research statements
Marketing is gaining more importance in business world in coming days and same
time; trends in marketing are changing every day. Implementation of marketing
strategies and practices may differ based on place, product and resources available
for marketing communication throughout the world, but Marketing concepts are
common everywhere. Marketers are using best of the best practices to reach to
customers and always keep on trying new market communication systems and
practices. Use of technology in marketing communication is playing important role
in changing cut throw competition. Marketers are learning new chapters every day
to keep in touch with customers not even monthly, weekly, daily but continuously.
Generally people use Internet and World Wide Web are interchanging words but
actually these are two different terms. Laudon (2008)2 explained in his book that
the internet is a worldwide network of computers and world wide web is internets
popular service providing access to web pages throughout the world.
5
Vargo & Lush (2004)3 stated in detail, The dominant logic of marketing is the
shifting from the exchange of goods towards service, interactivity, connectivity and
ongoing relationship Technological innovation, new channels of communication,
and changing media environment facilitates the shift towards use of technology and
digital media. How corporate houses are interacting with customers is gaining
importance. In addition, there is call for firms to consider cost difference in
traditional communication media and electronics media. Marketers now want to be
in touch with their customers and prospective customer‟s frequent basis and want to
increase personalization and interactivity with low cost. The main aim of marketers
is being frequent in touch with customers helps to build customer loyalty.
Marketing is the art of creating demand and satisfy their needs and process of
pursuing existing as well as new customer. It has become crucial for every business
to gain competitive advantages.
Marketing is a crucial term in all businesses and organizations and is becoming

more crucial to become successful in global competition. In addition, every
business and product has to face global competition. Marketers have to discover
characterization of marketing that are common to all businesses despite their
differences. In last four decades internet has driven massive change in human life
and I dare to say, “It has been changed the language of business too”.
Internet enabled a flow of information, including entertainment, news, financial

analysis, advertising and broadcasting. It has brought people closer by enabling
interpersonal communication, email, messaging, videoconferencing, searching and
social networking. It has made enable customers to purchase anything virtually
from any corner of the world from anywhere beyond geographical boundaries. It
has provided direct access of huge global market to producers. Furthermore,
industries are bustling industries spurred by entrepreneurs and supported by variety
of industries and large entrepreneurs. Online communication tools provided benefit
to almost all enterprises and government. The internet helped government to
broaden their services to citizens easily with improved quality of delivery. In very
short period beyond our imagination world became accessible to internet. As per the
live internet statics 40% plus population of the world is on line.
6
Before going to study Digital Marketing and e-commerce, we should know about
internet. The internet is a World Wide interconnection of individual network
operated by government, industry, academia and individual personal users. Initially
internet service used to interconnect laboratories engaged mainly in government
research. The history of internet started in 1945 as Vannevar Bush written article in
Atlantic Monthly and follows links between Microfich. The first international
conference on WWW CERN held in Geneva in May 1994.
Bush (1945)4 “A possible future world in which man-made machine will start
think”. Bush wrote that the future of digital communication as all individual stores
all books, records and communications will be mechanised with exceeding speed
and flexibility and it would be supplement to the human memory. In today we are
realising the things which Bush stated 70 years back. The speed of technology is
better than human being. Although it has been created by mankind but the memory
is also faster than man and its available anywhere any time.
Within few years of time internet consolidated itself as a very powerful platform
that has changed the way to do business globally and has changed the way of
Communication. The Internet has become a universe communication system and
universal source of collecting information for multiple uses of individuals and
organisations at work.
Since 1994, it has extended to serve crores of people in all parts of world.
Internet has shown rapid change since its inception. Two main things have marked
its evolution recently, 1) Social web and 2) Mobile Technology. These two
innovations literally changed the way people using technology and internet.
Since the creation of Facebook in 2004, internet network rapidly increased up to

1679 million subscribers throughout the World. On the other hand, mobile
technology in the form of smartphone has increased the huge number of internet
users everywhere. The internet has emerged as a most democratic and economic
mass media in the world. In this way any business reaches the huge market easily,
directly and most economically and the same time anybody who can read write can
have access and presence globally in the World Wide Web with low investment.
People everywhere are expressing their ideas, opinions and publishing them in
social media.
7
“When I took office, only high energy physicist had ever heard of what is called
World Wide Web… now even my cat has its own page.”- Bill Clinton.
1.5 Definitions of Terms
1.5.1 Definition of Marketing:
American Marketing Association defined marketing is the motion, set of association

and processes for create, communicate, deliver and exchange aid that have value for
customers, clients, allies, and society at large. Throughout the history, it has always
been important to market the product to its audience and it‟s the best way to get the
brand name out and make sales. Though promotion can be made through many
ways, but it‟s necessary to satisfy the objectives of the organization by minimize the
expenses. Digital marketing is the way to satisfy.
According to Philip Kotler (2010)5, marketing is “the science and art of exploring,
creating, and delivering value to satisfy the needs of a target market at a
profit. Marketing identifies unfulfilled needs and desires. It defines measures and
quantifies the size of the identified market and the profit potential. It pinpoints
which segments the company is capable of serving best and it designs and promotes
the appropriate products and services.”
In addition, as per the Joson Fall, “Marketing is helping people buy your product or
service” that is simple definition to understand marketing.
The aim of every business to sell their product and the modern way of marketing is
to help them to fulfil customer need by helping them. That is why apart from
product or service other offerings also matters in modern marketing techniques such
as guidance, delivery, after sale service assurance, warranty.
As per my opinion marketing is a process of fulfilling wants and demands with

desired product or service. Marketing is fundamental to any business. Marketing
create consumer awareness of product and services through marketing techniques.
8
Essentially marketing is the process of identifying need, creating demand, desire to
buy and fulfilling wish of consumers. Marketing is a wide term now days and
related to audience, media platform and business in today is evolving marketplace.
1.5.2 Definition of Direct Marketing:
According to one classic definition, “direct marketing is defined as direct

communication with consumer to generate response in the form of order, request for
more information, visit to store for purchase of product or services. Traditional way
of direct marketing are direct mail, telemarketing, direct call (cold call) to the
consumer”. In the availability of digital marketing communication e-mail is a
regular practice of direct marketing and is tremendous successful.
Tara Schofield (2018)6 says “It's a method of contacting customers and potential
customers personally, rather than having an indirect medium between the company
and the consume”,
“The business of selling products or services directly to the public” is direct

marketing. E.g.by mail order or telephone selling, rather than through retailers”.
Direct and digital marketing communications
Direct Communication Direct response Ads.
Addressed direct Telephone

E-mails
mail Marketing
unaddressed Mass media Ads.

direct mail Digital Ads
Outbound Television
Telemarketing Radio Display-banner
Audio Message Newspaper Search(SEM)
SMS ads. Magazines
Sociall Media
Push notifications via Cinema
post
mobile apps outdoor
Fig. 1.1 Direct Marketing,

(Source: Universal Postal Union)
9
In these all three direct marketing forms marketer must have contact details of
recipient of the message.
Mary H. Tehan (2015)7 Unaddressed form of advertising medium is online display

ads (banners). Ads in search engines (SEM), advertising in the form of promoted
posts „Twitter card‟ or any ad on social media and other digital channel. The
messages the direct marketers place in these media called „direct response ads
which is also form of direct marketing.
1.5.3 Definition of ‘Digital’:
“Digital is not exclusively about ICT”.
In discussions with public service leaders the term „digital‟ is often a source of
some confusion. This often leads to a discussion focused on technology products
and/or lack of knowledge thereof, whereas in reality „digital‟ should be considered
as a broader term for corporate values and practices which capitalize on the
opportunities presented by the Internet. While technology is typically the enabler
social media, mobile, the Cloud, analytics and big data, how IT is procured „digital‟
is not just about technology. Successful digital organizations tend to develop
operating models clustered around speed, adaptability and sharing. These contrast
strongly with the usual ways of doing things and are considered „disruptive‟.
The term ‘digital’ is often a source of some confusion. The „digital‟ is considered
as a broader term for corporate values and practices made opportunities available by
internet.
Tom (2012) worked with government of UK to co-ordinate 18 departments digital

strategy and he defined the issue was considered by the former leadership of
Government Digital Service, which he written series of articles to start to articulate
a new way of thinking of how public services are run in the 21st century.
“Digital means applying the culture, practices, processes and technologies of the
internet era to respond to people‟s raised expectations.”
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“Digital marketing is marketing in 2014 and we are all digital marketers. Every
tactic in marketing today has an element of digital, of instrumentation.”
Tami Cannizza, Vice President of Marketing at IBM.
1.5.4 Definition of Digital Marketing:
The concept of „Digital Marketing‟ have been used operationally, while the
theoretical understanding and different capsule models of how, why and where to
use different digital channels are continuous in progressive stage. Considering the
growing use of Information Communication Technology (ICT) in marketing there
are few definitions of digital marketing. “Digital Marketing uses the technology and
internet to extend and improve traditional marketing functions” says Urban (2004,
2).
This is very simple and clear definition concerning all of traditional four P‟s of
marketing, customer acquisition and retention as well. We also use the terms as of
„Interactive Marketing‟, „One to One Marketing‟, „Online Marketing‟ and „e-
marketing‟ are close to digital marketing but not precisely defined. Today‟s very
popular term „Social Media Marketing‟ (SMM) is a medium of digital marketing.
The simple definition of “Digital marketing is any form of marketing product or

services that involves electronic devices”.
Coviello, Milley and Marcolin (2001)8 defined e-marketing as “using internet and
other interactive technologies to create and mediate dialogue between firm and
identified customers.” They also defined that e-marketing is a sub part of e-
commerce. As per their opinion, e-marketing is more focused on managing
continuous technology oriented relationship with customers by creating dialogue
and interactive activity.
In this research work researcher, mainly focus on the communication function of

digital marketing and its impact on e-commerce customers. Hence, these research
works refer „Digital Marketing‟ as communication and interaction between a
companies, brand and customers using digital channels like internet, email, mobile
and digital TV and information technology. This definition initiated the two-way
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communication initiated by either customer side or company side. Communication
can be a general message to a personal message, group message or to a large
audience message.
The simple definition of “Digital marketing is any form of marketing product or

services that involves electronic devices”.
1.5.5 Definition of e-commerce:
E-commerce is buying and selling of goods and services or doing business

transaction by using internet. The term e-commerce and e-business used
interchangeably. The term e-transaction also used in case of online shopping
transaction process.
Any Activity that related to the buying and selling of goods and services by using
electronic equipment and internet is e-commerce.
Laudon (2003)9 explains as the use of the internet and web to complete business.
More precisely it is digitally enabled commercial transaction in between
organisation and individuals. Exchange of value in digital form is important to
understand e-commerce better.
The World Trade Organization (WTO) defines e-commerce as, "e-commerce is

the production, distribution, marketing, sales or delivery of goods and services by
electronic means."
Electronic commerce or e-commerce is use technology such as mobile commerce;

electronic fund transfer, internet marketing, and online transaction, electronic data
interchange (EDI), supply chain management, inventory management, and
automation of data.
Mainly e-commerce of two types;
1) Indirect e-commerce, where indirect ordering of tangible or intangible goods

or services and
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2) Direct e-commerce, exchange of goods online like bill payment, online
recharge.
1.5.6 Definition of Social Media:
Social media was become popular when it has made relevance to audience day to
day life. The online presence of audience itself is an indication to the growth of
social media.
Social Media is relatively new term and various authors, experts and media experts
write their own definition and continuously debating on it and landing to the most
universal definition of social media.
Weinberg (2009)10 explained the “Social Media relates to the sharing of

information, experiences and prospective throughout community oriented
websites.”
The definition indicates that here people can freely make friends and can share their
thoughts to friends as well as other community members.
Comm (2009)11 says that “social media is content that has been created by its
audience”
This is a simple and most accurate definition of social media written by Comm. It
indicates the most important and unique feature of social media is whatever written
on these platforms are written by audience. Social media platforms are only
facilitators to public.
The Universal McCann report (2008)12 refers to social media as “online

applications, platforms and media which aim to facilitate interaction, collection and
the sharing of content”
Zerrella (2010)13 also written a simple and precise definition that the “social media
consist of online technologies that facilitate the creation and distribution of
content.”
13
Publish
Post Content
Content
Engage &
Research
Refer
Audience Build
Request Reputation
Improvement Monitor
s Metrics
Fig: 1.2 Social Media Process (source: own creation)
All these definition clearly indicates that the social media is based on self-content
creation. Self-creation of content is the main feature of social media sites and
application, and they are service provider to protect through technology support.
Social Media is the most popular and valued media of communication for social
groups as well as corporate communications now a days.
1.6 History of Digital Marketing:
One of the most influential technical break-through that made tremendous impact in
to all the functions of marketing management is the ONLINE MARKETING or
INTERNET MARKETING.
For any state of the art technology, the main objective is to produce better than
existing technology. Earlier the Analog signal is a continuous signal with physical
measurements. The transmission from analog to digital is a part of transmission in
communication.
14
Fig: 1.3 Transmission in Analog to Digital media communication (Source:
Techwala.com).
(Techwala.com)14 Analog communication was having various error and privacy

problems and the solution on that is the digital technology. In digital media storage
and transfer is much easier now a days as compare to old communication ways. The
text messages, pictures and videos we upload on Facebook, Twitter, LinkedIn and
YouTube can be transferred and shared very easily with friends and family.
Actually big thanks to digitization of everything.
Over 100 years ago, Samuel F. B. sent the first telegraph at the parallel time
Alexander Graham Bell made the first phone call. Radio is also around us over
since 100 years. Since 80 years back first TV broadcast made. In 21st century
internet entered and taken over the world very fast. It makes information accessible,
fast and very easy in urban areas as well as remote world. In today‟s world
computers, cell phones and tablets are the primary communication devices.
15
(Fig: 1.4 Digital Technology, Image source: violetaipa/iStock/Getty Images)
Digital technologies have revolutionized communication in the modern world and

the revolution rapidly integrated into our lives, which was not so easy in analog
days. But rapid development in technology from last 100 years changed the journey
from handwritten letters to analog and from analog to digital communication. Now
speed of technology upgradation is tremendous. Without technology life is not so
easy now days. Every corner of world occupied by technology and development
and use of technology is tremendously increasing. Area of communication and
transportation is ahead of all to use technology for life. It is directly benefit to world
population.
Mobile was introduced in India in 1995 and the first official communication
between Union Communication minister Sukhram and Chief Minister of West
Bengal Jyoti Basu. No one was foreseen the revolution in communication as the call
rates was Rs.16 per minute and even incoming calls being charged. Mobile phone
took five years‟ time to spread in India. That time people was For example the STD
calls to US or any other foreign countries was 20-25 times expensive till the year
2000 as compared to today. The cost structure was Calling-Party-Pays (CPP) as
well as Receiving-Party-Pays (RPP). Incoming calls and outgoing calls were having
cost and people were speaking in short on mobile because of cost factor involved.
Even there was variations in call type and rates as well like; Mobile to mobile,
Mobile to other network mobile, mobile to fixed lines, fixed lines to mobile apart
from that Local, STD, Roaming and ISD calls were different rates. The mobile was
16
not a „cup of every ones Tea‟ till 2003. But today the call charges are affordable to
everyone and the penetration of mobile indicates that most of the people afford it.
Even data charges and video calling is also affordable to everyone. The next version
of communication is Internet now and it has occupied world like anything and is
made life easy no doubt. This is a journey of communication system throughout the
world.
The first public Internet access service was introduced in India as an Independence
gift to country on 15 August 1995. VSNL started this service in four metro cities in
India initially and now we are experiencing the presence of Internet everywhere.
Journey of Digital communication Media:
WWW Internet
(1990)
ARPANET
Internet
(1983)
Television
(1927)
Radio
(1896)
Telephone
(1876)
Telegraph
(1837)
(Fig: 1.5 Communication media progress; Source: own creation)
17
The journey of digital communication start with telegraph and telephone to the
radio and television and now spreading through internet. The fig 1.4 defines the
journey of communication media in graphical form. Letter writing was the ancient
form of medium of communication in history. Apart from that the technology based
communication start with Telegraph and the journey is continued today with most
preferred medium of communication as Internet.
Telegraph and Telephone:
Marshall McLuhan (1967)15 philosopher in mass media explained his opinion that
the “medium is the message” and invented todays popular world “global village”
and is a predictor of “world wide web”. It has huge impact on news writing.
Beginning of electronic media is Telegraph. Telegraph created an extensive change

in history of communication and with this change, a change in personal and social
environment.
Telegraph and Telephone are usually invented at same time and both had an
important place in mass media. The telegraph connected to world‟s newspapers in
late 19th century through “wire services” in US, Britain, France and in Germany.
The telephone system carried radio signals from New York to the nation.
Grahm Bell revolutionized the way of communication by successfully

demonstrating Telephone in 1876. Telephone allows for instant communication and
new technology enabled video and internet.
Radio:
In 1906, Reginald Fessenden created first radio transmitter and sent music and
speech by airwaves. Radio reached its golden age in 1920s, and companies
advertised their products to consumers around the world. In 1930s radio expanded
new features and started news, politics and sporting events broadcasting every day
throughout the world.
18
Television:
Television actually introduced in 1946 and been experimented in 1920s. Television

reached home around the world and reached to 2 crore homes in 1953. Corporate
world grabbed that opportunity to show their products. Over the years, television
become main source of communication and changed the political and cultural
scenario worldwide.
Computers and Internet:
The invention of internet allowed computer networking around the globe. Internet is
given access to incredible wealth of information to everyone. Now more than half
of the population is accessing internet and its growing fast every day.
Kannan (2017)16 in his studies stated that traditional means of communication such
as print, radio and television and the digital means to reach the customer and
promote products and services through e-mail, display ad and social media
promotion. He identified in his studies that effectiveness of digital media is
incremental over traditional media. Personalised and location based promotions are
increased in digital media it have significant impact.
After rigorous review of literature researcher realised that rise of new channels for
promotion of product and services to the consumers. With online channels, sub
channels like social media, search engines, emails and chatting apps support
consumers and also to increase consumer value.
E-mail, google search, social networks, newsgroups, apps and video transmission
have connected world like never before. Internet proved itself is very useful to
society, business and government. High speed connectivity provides large data
access within seconds.
Internet users in world region wise given in Fig: 1.5 shows that Asia is leading in
internet penetration. Almost half of the population of internet world is from Asia
continent according to Internet World Statistic based on December 2017 survey
report by Miniwatts Marketing Group. The main reason is, Asia is the most
populated continent on the earth and countries like China, India and
19
World Internet Users by Region
0.70%
3.90%
8.30%
10.50% Asia
Europe
48.70% Africa
Lat America
North America
16.90% Middle East
Austrralia
17%
Fig: 1.6 World Internet Users by Regions,

(Source: www.internetworldstats.com Dec 31, 2017)
(Spotlight, 2011) The first clickable banner ad ran in 1993, and Hotwired became
the first company to buy banner ads in large quantities in 1994 from that moment,
marketing made a shift into the digital age.
Each year, new technology added into the digital marketing place. Google founded
in 1998. Blogger.com came into existence in 1999. Blackberry launched their email
program (Spotlight, 2011). Then the social networking sites such as LinkedIn,
MySpace, and Facebook began popping up, allowing companies new ways to
expand their network and new forms of communication and means of gathering
information about potential clients to come into existence. The way of
communication changed tremendously when „WhatsApp‟ came in to picture.
Former yahoo employees Brian Acton and Jan Koum founded WhatsApp in 2009.
WhatsApp messenger is a free messaging and voiceover service provider.
WhatsApp allows sending instant text message, voice calls, video calls, images,
20
documents and other media. It is used through mobile device and accessible through
desktop computers. Because of his user-friendly features, it has become most
popular in social media users.
Statista (2015)81 Social media sites grown tremendously all over world and
becoming popular and growing in numbers rapidly. As per the statistics of Statista
200 crore users used social media sites and apps in 2015 and the numbers supposed
to cross in 2018 will be 260 crore users.
1.7 Digital Marketing Platforms:
(Clark Davre 2003)17 the term 'digital marketing' was first used in the 1990s. In the
2000s and the 2010s, digital marketing became more sophisticated as an effective
way to create a relationship with the consumer that has depth and relevance
In 2012 and 2013 statistics, shown that digital marketing remained a growing field
Digital marketing is often referred to as 'online marketing' or 'internet marketing'.

The term 'digital marketing' has grown in popularity over time, particularly in
certain countries. In the USA 'online marketing' is still prevalent, but in the UK and
worldwide, 'digital marketing' has become the most common term, especially after
the year 2013.
Digital marketing is a marketing that makes use of electronic devices (e.g.

computers) such as personal computers, smart phones, cell phones, tablets and
game consoles to engage with stakeholders. Digital marketing applies technologies
or platforms such as websites, e-mail, apps (classic and mobile) and social
networks. Social Media Marketing is a component of digital marketing. Many
organizations use a combination of traditional and digital marketing channels.
“Coordinated promotional messages delivered through one or more channels such

as print, radio, television, direct mail, and personal selling is called Marketing
Communication.”
21
Chris Fill (1995)18 was written very well that “the primary role of marketing
communications is to engage audience.
Direct communication one to one with consumers is always challenging for every
organisation. The growth and retention of customer is an ultimate success of better
communication with people in today‟s corporate world. Technology makes it
possible to communicate with maximum consumers within less time and this is the
great opportunity for corporate world to increase marketing communication with
consumers. Using digital marketing strategy marketers can engage audience.
The communications are delivered through electronic devices is called „Digital

Marketing‟. The internet and phones are most influential and prominent examples
of digital marketing communications but there are many more type of digital
information media devices. The electronic devices are personal computer, mobile,
tablet, gaming gazettes and other electronic equipment‟s. Digital marketing
messages can be sent through non-internet channels (SMS) and notifications on
mobile apps or through Internet channels like e-mail, display ads, video ads and
social media posts. The savvy digital marketers fully infold or use direct marketing
principles of web analytics.
Digital marketing is enabled with technology support for example if you want to
search your query on google search, sending SMS, WhatsApp, Instagram messages
or want to post on Facebook you need electronic gazette and internet as well.
It has been argued that digital marketing is just evolution of direct marketing as it
infold digital technology (Berne 2015)82, it is academically correct as all digital
marketing ways are direct. It is many more than that as it collects data, personal
details, segment audience, send tailor made messages according to public interest,
measures daily output and return on marketing investment. The most important is
people engagement.
Chaffey (2012)19 The application of the internet and related digital technologies in
combination with conventional communication to accomplish marketing objectives
Digital marketing is the use of the channels in order to reach the desired target
market via some of the following channels social media, websites, multimedia
advertising, online search engine advertisement, E-marketing, interactive marketing
22
(polls, game adds, mobile marketing) Digital marketing has been considered a new
form of marketing and provided new opportunities for companies to do businesses.
Marketing activities conducted via digital channels enable advertisers to directly
communicate with potential customers in a rapid velocity and regardless the
geographical location. Digital marketing has been recently referred as one of the
best means to cut through the mess and interact directly with the consumer. Hence,
with the trend toward direct, one‐to‐one marketing, additional attention is being
paid to the use of the digital channels as a means of effectively advertising to
consumers. Thus, research on digital channel advertising would impact greatly on
the way business is done.
1.7.1 E-mail:
Email enables to message containing with text, images, sound and video clips
transferred from one user to another user with the help of internet. At the inception
of internet it was the most used way of communication. It has a flexibility, speed
and affordability. It is the most popular form of business communication even
more popular than the phone, fax, and postal service.
(Fig: 1.7 E-mail Marketing; Source: Google website)

Basic requirement to send e-mail is to have access to email addresses. Marketers
must have their own list of email addresses or to purchase list of customers from
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research agencies. Another way is to take efforts and do promotions for customers
to opt them to give their email address. The next important step is to prepare most
attractive message so that it should not go to SPAM mails.Sean McPheat (2011)20.
1.7.2 Search engine:

No one is aware about that how many pages are available on internet. The search
engine tells us the record information of that. Search engines provide all the
information of products, services and brand free of cost which suits to their research
paradigm. It also provides natural and paid listing of websites in their search results.
Search engines basic work is to help you to find your website web pages where
people are finding information on internet. After all the main function of search
engine is to help you to drive traffic to your site and hope they will purchase from
you. The rules to govern search engine and ranking of sites are always changes.
Researcher also analysed search engine have several empirical studies and criteria‟s
and study also supports that customers acquired through paid searches purchase
more. It has become effective selection mechanism.
There are three elements in search engine marketing; the search engine, the
advertising firm and the customer. Fig: (1.6).
Marketers need to understand „Keywords‟ as this is a medium for people to find out
website.
Search
Engine
Advertis
ing firm
Customers
Fig 1.8 Elements of Search Engine (Source: own creation)
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Another ways of search engine optimization are article marketing, blogging,
forums, affiliate marketing and social media sites.
Search engine solve the problem of finding useful information instantly. There are
hundreds of search engines in the world but top five major search engines used are
Google, Yahoo, MSN/windows live chat, AOL search and Ask.com. The google
search engine is continuously leading in the web world.
1.7.3 Digital Display:

Advertising is not restricted to print media, radio and television. Modern technology
opened the new era of „Digital display ads.” Digital display ads are an electronic
form of multimedia advertising on flat screens to attract audience. It contents text,
images, flash, audio and video form. The most common forms are LCD/LED
screens Digital ads are more appealing to target audience because of its multimedia
effects.
Digital displays are in different sizes depend on requirement, manufacturer, place of
ad, distance between in the direction of viewers and content to display.
Digital display as a flight information system:
(Source; Image from google.com)
This is an electronic display to provide continuous information updates like airport

schedule, Bank currency details or share market information. It is useful to display
critical data and current updates.
Video Clip of digital Display:
25
This is a view board advertise to give audio visual effects to audience and it can be
put on public places. Self-run video content clips are integration of signage, touch
screen, sensor and RFID technology to allow two way interactions.
Digital display signage on building:
This is a sub segment of electronic signage and uses technology as LCD, LED,
Projection and electronic papers. It can display content as digital images, video,
web pages, share market, restaurants, hospitals, Malls, cinema and corporate
buildings.
LED Display:
Big LED display gives creative and grand display effect it is a best promotional
tool. LED display has bright and attractive technology effect to play various media
forms.
1.7.4 Social Media:
The main feature of Social Media is user generated content and dialogues. Social
media websites and applications provides place to write and react and it can be
spread very fast in public. Content is the most important ingredient in social media.
Smart content can give you a more mileage on social media.
“We have technology, finally that for the first time in human history allows people
to really maintain rich connections with much larger numbers of people.” – Pierre
Omidyar, eBay.
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“Facebook is silly.” – Damians Dad
We should say thanks to the increased interactive nature of internet and technology
that they have changed the way of communication media. People are joining
conversations to more extensive groups and the conversation don‟t have transcend,
geographical and cultural boundaries. This is the excellent opportunities to the
marketers to engage with them in two way conversation. The marketer‟s job is to
listen to customers in spite to always telling them.
Zeke Camusio (2011)21 social media is the umbrella of software services which
provide platform to people to come together online and exchange their views. It can
be a text, audio, video, images and other multimedia content. People can generate
their own content, share content, recommend, like and comment their opinion or
experience about particular thing or product.
The online articles, social forums, blogs, wikis, social networking sites, online
discussions, video sharing sites, peer reviews and other online multimedia made
available the immense potential to create meaningful and productive relationship
with customers which were never possible before.
Fig 1.9 Social Media

Social media has changed the way we interact and opportunity to communicate and
share events and relationships virtually. Marketers have another way to interact
with customers, clients and prospective customers.
There are lot of social media sites and messenger applications. The leading sites and
applications area;
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Facebook
Twitter
LinkedIn
WhatsApp
Instagram
Google+
FB Messenger
Skype
Pintrest
Qzone
Weibo
WeChat
Telegram
Myspace
Flicker
MySpace
YouTube
Dailymotion
Metacafe
We may experience few of them but these are the leading social networking sites,
application and video sites. There was lot of sites came in to market and gone out
but these are the sites performing and survived in market.
1.8 History and overview of E-commerce:

In the decade of 1990s dot com companies started but not succeeded up to the
remarkable size, some of them failed. In the next decade of 2000, dot com sites
have grown to a sizeable amount. In 2006 non-travel on line retail spending was
10200 crores in comparison to the year 2005 out of 200 crores.
The increase in e-commerce is due to many factors but most important factor is the
growth in online population, which was experienced 8.2% annual expansion past
several years and at present it is increasing 10 fold every year. In addition, English
is a preferred language on internet users worldwide. However according to Google
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survey, approximately 63% „people do product‟ search usually to end up with
making offline purchase in a physical store.
There is a debate on meaning and working of e-commerce and e-business. Some of
them are describing e-commerce as electronical based organisational activities to
support market exchange system said Rayport and Jaworski (2003). Other says e-
business includes total internal as well as external electronic based activities
including e-commerce (Kalakota and Robinson 2003)22.
Researcher understood that there is a working distance in between e-commerce and
e-business. E-commerce is not anything digital in other words it is not concern to all
digital activities in organisation. For example online inventory control system
mechanism is a part of e-business as this activity does not generate revenue directly.
However e-business infrastructure supports e-commerce exchange said Laudon
(2008)2.
Khan and Mahapatra (2009)23 earmarked that technology will play vital role in
improving the quality of service provided by business houses. The technology bring
the information revolution in the life of society is „Internet‟ Technology. This will
be the third wave of revolution after agriculture and industrial revolution. The
effects of e-commerce already appear in all area of business and it will reduce cost
of business.
Jain, Prabhu etc. (April 2016)24 expelled that “e-commerce transferred the way of
business in India as well as throughout the World. The e-commerce business
provide scope to innovative, sustainable, consist and seamless shopping
experience.” In last few years we are experiencing huge growth in e-commerce
business especially in B2C segment. This is mainly because of internet and mobile
penetration in urban and rural area. The researcher assumes that in next 5 years
mobile will drive sale viz e-commerce platforms.
The Indian industry is also continuing growth and adopting new technology.
Global e-commerce business modules analysed after literature review is; B2B, B2C,
C2C, aggregators and Hybrid.
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1) B2B e-commerce:
Business to Business e-commerce itself indicates the transaction between
two corporate organizations by using electronic communication.
The leading companies for examples are Mjunction services limited (Metal,
coal and buyjunction), CloudBuy.com, Industrybuy.com,
Amazonbusiness.com and Power2sme.
2) B2C e-commerce:
In this business to customers model, products and services available for e-
sales,
The leading companies are Snapdeal.com, Amazon.com, EBay and
Flipkart.com.
3) B2C e-commerce Inventory:
In this model business is having e-commerce infrastructure enabled with
inventory based service to customers.
The companies are BigBasket.com, FirstCrt.com and Zovi.com
4) B2C e-commerce Aggregators:
In this model marketers provide technology solution to customers to meet
their need.
The leading companies in India are Uber.com and Olacabs.com
5) C2C e-commerce:
In this model technology platform made available for customers to sell and
buy.
The leading companies are Cloudcar.com, quicker.com and olx.com.
6) G2B and G2C e-commerce model:
In this model Government to Citizen Services are included by using internet
technology. These are the services of government to business organizations
dealing with government departments.
In this model leading organizations are the departments for paying tax,
registration of vehicles, citizen services receipts and GeM.
7) Hybrid or Omni channel Retailers:
Omni channels are integrated approach to commerce that provides online
and offline shopping facility.
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The leading companies are Shoppers stop, Infiniti Retail limited Croma,
Raymend Limited.
These are models of e-commerce business with their examples to understand
e-commerce business in India and abroad.
Apart from this there are different verticals of e-commerce according to Deolite
Research (2016)25.
Travels: Cleartrip.com, Yatra,com. MakeMytrip.com, goibibo.com and irctc.gov.in
Real Estate: 99acres.com, Housing.com, Magicbricks.com and commonfloor.com.
Fashion: Myntra.com, Jabong.com, limeroad.com. Zovi.com and Yepme.com.
Education: Purple Squirrel Eduventures, Plancess.com, Edutech.com,
gurudigitech.com and baijus.com.
Health: Healthkart.com and Portea.com
Laundry: Laundrywala.com, Wassupondemand.com and DoorMint.in.
Entertainment: Netflix.com, Hooq.com and ErosNow.com.
Truck booking: TruckMandir.in, TruckSuvidha.com, Fortigo.com and
TheKarrier.com.
Food and grocery: Zomato.com, Foodpand.in, TinyOwl.com, Bigbasket.com and
Swiggy.com.
These are the leading companies in Indian e-commerce business survived
successful model of e-commerce business. The researcher also analysed that
maximum companies are from B2C type of e-commerce model. E-commerce
penetrated in all areas and online shopping is increasing share in Indian market. On
the other hand average spending of individual e-commerce consumers also
increasing at the same time.
And ultimate trend in market is increasing number of online shops on internet and
numbers of e-commerce consumers are also growing because of easy and affordable
connectivity through smartphones.
The government of India is also taking initiative to transform traditional offices in
to digital offices to provide services to citizens. The flagship initiatives of
government of India are Digital India, Make in India, Start-up India and Skill India
are creating the positive environment and support to e-commerce industries. The
Digital India initiative taken by government in various are is shown in Fig: 1.10.
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Fig: 1.10 Digital India Initiatives (Source; Image from google.com)
These are the flagship programs of Government of India in various areas to

support nation for future progress and in all these initiatives technological
advancement plays key role. The government is minimising bureaucratic influence
in work and increasing speed of government departments. For example procedure
of Start Up/ businesses registration made simple and all process is digital (online).
Easily you can start your business without physical presence to offices.
Apart from that most of the Citizen services are accessible on government portals.
Payment Modes in e-commerce:

The mode of payment is the various methods of payments to settle bills. In e-
commerce transfer of money for the purchase of product or service online is must.
The people prefer different modes of payments according to their convenience,
buying behavior and trust factor involved in the process.
The various mode of payments used in e-commerce are cash on Delivery (CoD),
Credit card, Debit card, Net Banking, EMI and Wallet.
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As per the Deolite Research (2016)25 the major payment mode in e-commerce was
CoD as 60% people preferred this mode of payment and followed by Credit card,
debit card and Net banking 17%, 13% and 9% respectively. The use of EMI and
Wallet options was very less as 1% and 0.5% respectively.
The researcher observed that consumers most preferred way of mode of payment is
CoD. It shows that either people are not having adequate trust on e-commerce
marketers or they may be not sure about delivery of products or services on time.
The mode of payment and behavior in e-commerce consumers itself is having scope
for future study.
1.8.1 Elements of e-commerce:

The basic rules of commerce or physical marketplace are obviously applied to e-
commerce or digital marketplace. With the rise of internet companies, there is an
emergence of a new terminology including the phrase network economy. There are
many definitions of the term but most people agreed that network economy
business have several key traits in common. They create large value of gathering,
synthesizing and distribution of information network and new media interfaces.
This makes better management of enterprises by using technology and organize
resources mainly accord to demand side.
There for e-commerce business operate and compete in real time business. E-
commerce is technology mediated and plays an important role to develop
relationship between individuals and organizations. Even the purchase made at
physical shop and cashier process order through computer it is serious is moving
from physical-world „Market place‟ to the virtual world „Market space‟. It is about
the digitization of information between two parties. It can be communication
between two parties, individuals or organizations, in the form of flow of goods and
services or transmission of electronic orders.
E-commerce is simply about technology-enabled transaction and web browsers are
the best-known technology interfaces. Other interfaces incudes automated teller
machines (ATM) and electronic banking, phone banking and most recent internet
banking/transactions also falls in the general category of e-commerce. The scope of
e-commerce includes all electronically based intra and inters organisational
activities.
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Elements of Commerce:
Actual elements of commerce and commercial transactions are slightly complicated
we have to understand it systematically.
1-If you want to sell anything to customers then you should have Product or
Service to offer. You may get it from producer; distributer or you may produce the
product yourself.
2-You must have Place to sell that product. Place can be an empirical like phone
number, website where customer can place message or order and purchase product
or service.
3-You must have to decide ways to get people come to your place and this process
is known as Marketing. If no one knows, where your places exist? Then you will
never sell. It may be shopping centre, mail order cat log, advertising or word of
mouth publicity.
4-You must have way to place Order. Order can be placed by mail or phone and
company will process it.
5-You also need to receive Money it may through cash, cheque, credit card on
online transfer to pay amount of product or service.
6-After receiving money company to deliver order of product or service called a
Fulfilment. At store customer can collect personally in mail/phone order it can be
packed and mailed or loaded on trucks and shipped.
7-In some cases you must have to take product returns. It may be due to damage,
warranty or customer unlike the product.
8-Many product needs Customer service and Technical support depends on
product or service.
These are the all-essential elements in e-commerce business like any other
traditional business.
Transaction and business process: Transaction is an exchange of value such as

purchase, sale and conversion of raw material in to finished goods. All transaction
involved at least one or more activity. Placing orders by customers, raising invoice
and making payments by customers are different activities or transaction however
business process sequence of activities or transactions.
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Fig: 1.11 e-Commerce shopping process. (Free Image, Source: google.com)
For example, retail shopping customer process includes a number of activities.

Checking goods by customers on e-commerce website
Selecting goods of their choice
Adding items to a shopping cart
Checking the invoice
Making payment through credit/debit card/ECS/papal/payTm etc.
1.8.2 Stakeholders in e-commerce:

E-commerce infrastructure involves various stakeholders and they need work with
hand in-hand for the successful implementation of e-commerce business. The
various stakeholders in e-commerce framework are:
Government: Government support in implementing public policies, Necessary

permissions.
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Technical Agencies: Technical support required from technical agencies, group of
technicians and government to maintain technical standard and implementation.
E-commerce providers: Private agencies provide support for technical

infrastructure requirements.
Business analyst or Digital Marketing Consultant: For the success of e-

commerce, model requires support of business analyst or digital marketing
consultants those having expertise in e-commerce.
Bankers: Banks and financial institutions hold the key for the success of e-
commerce business as financial transaction is most important factor depends on
support of bankers.
Technical Manpower: Implementation of new technology in e-commerce requires

support of technology experts, multimedia designers and technocrats to implement
e-commerce project.
People at large: Consumers are the people at large beneficiaries of e-commerce

and are the largest stakeholders of e-commerce business.
E-commerce (electronic commerce) is the buying and selling of goods and

services, or the transmitting of funds or data, over an electronic network, primarily
the Internet.
In its simplest form e-commerce is the buying and selling of products and services
by businesses or consumers over the WWW.
The success stories that revolved around companies engaged in e-commerce are
amazon.com, eBay.com, Alibaba.com, Uber, Rakutan, Zalando, Groupon and
Flipcart.com. In the category of searches social websites the main players are
Facebook, Tencent, Baidu, Yahoo, NetEase, YouTube, Twitter, LinkedIn and
WhatsApp.
Indian leading ecommerce companies are amazon, Flipcart, Snapdeal, Myntra,

FirstCry.com, Homeshop18, Yebhi.com, Caratlane, ShopClues, tradus, Jabong,
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eBay India, Naptol, Infibeam, Rock n Shock, School Guru, Croma retail and
Shoppers Stop. These are the examples of e-commerce companies for better
understanding.
1.9 Study of Digital Media marketing in e-commerce
We live in an era where change is sweeping the world of small business. Online
business has created a completely new avenue for people looking to establish their
businesses. Many consumers would rather shop online than in-store. For e-
commerce business, the ability to connect with customers through the web in a way
that was just a pipe dream in the past.
Digital Marketing is a communication tool used in e-commerce to reach out target

customers in most effective way.
Through Digital Marketing, using incredible tool is now business can establish a
link to customer directly, personal, and practical. In fact, customers now expect to
find a social experience and online customer support from websites and
applications. The stores that fail to offer an online web and application support can
have a risk of losing customers to someone who will fulfil their desires.
The process of e-commerce is, marketing of products or services through digital

channels to reach consumers. The key objective is to promote brands through
various forms of digital media for branding and sale.
Digital marketing extends beyond internet marketing to include channels that do not
require the use of the internet. It includes mobile phones (both SMS and MMS),
social media marketing, display advertising, search engine marketing, and any other
form of digital media.
Most experts believe that 'digital' is not just yet another channel for marketing. It
requires a new approach to marketing and a new understanding of customer
behaviour. For example, it requires companies to analyse and quantify the value of
downloads of apps on mobile devices, tweets on Twitter, likes on Facebook and so
on.
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Considering the present situation digital channels in Marketing is becoming
essential for strategies in all companies. For example, car manufacturer and real
estate companies use the internet, email, google search, social media to launch new
models and new residential projects respectively. They also interact and engaging
customers on their websites, email, pages and channels. As per my knowledge,
online advertising is increased in this sector compare to print media and electronic
media.
Case study of Kolte Patil Developers:
In 2014 well-known real estate player, „Kolte Patil Developers Limited‟ in pune
adopted digital marketing first time to launch their different projects of various
locations in Pune. After having better results compare to big budget newspaper and
TV ads they have made history in 2015 by selling more than 300 apartments within
shortest period of 10 days only.
Kolte Patil Developers Limited (BSE: 532924, NSE: KOLTEPATIL) with Amura
Marketing technologies made a strategic decision to use Digital marketing to kick
off the campaign for their first ever home buying festival NesTfest 2015. They took
customer engagement to the next level by presenting inventory availability, virtual
tours, floor plans and actual site photographs of all Pune project sites. It was the
remarkable event by selling most of the inventory during this fest online and made
new chapter in real estate marketing and sales. "We (Amura & Kolte Patil) have
created history in real estate where over 300 apartments were sold online in 10
days," said Vikram Kotnis, MD, Amura.
Vikram added, “With trusted brands it's easier for customers to make the decision
of even buying homes online. With developers uploading all relevant project related
information and site pictures to their websites, customers can have complete digital
sales experience-choosing inventory has become a much more transparent process.
Investors, NRIs and people wanting to buy real estate in a different city prefer going
online to book the apartment of their choice. Although rest of the buying process
happens offline, it‟s the convenience of booking a home from the comforts of their
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current residences that entices customers to prefer ecommerce in real estate”, said
Vikram Kotnis
The campaign made huge successful by creating huge enquiries, data analysis and
the ecommerce algorithms were used to study customer behaviour and prepared
with strong follow-up and customer service team.
1.10 Problem Statements:
Linton (1986)66 explained the steps include “Brainstorming statement analysis and
synthesis, unstructured sorting of multidimensional scaling and mapping supports
more informed reconceptualization of problem and new ideas”
Kerlinger (1986)67 defines theory as “a set of interrelated constructs (concepts),

definitions, and propositions that presents a systematic view of phenomena by
specifying relationships among variables, with the purpose of explaining and
predicting phenomena”
Formulation of statement of problem in research is most important to understand

the research question, create specific research objectives, specify exactly what to do
in research even identify small specific areas and define research study boundaries.
Based on the guidelines Researcher identified research problems are;
The first thing is that digital media is mainly used by techno savvy persons apart
from that there are many predictions and positive as well as negative effects. Every
day new technology, new platform, new players, new ways of communication
introduced in global market. Updated knowledge of digital world will help you to
survive in today‟s competitive world. A most popular business communication
platform focuses on marketing, sales, career advancement, internal communication
and vertical industry knowledge. Hence, study of digital marketing is must to use
professional use of digital marketing.
As maximum business, houses and professional are relatively new to the area of
new communication strategies, people are using new communication platforms but
it is more for entertainment and social networking.
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The problem statements are:
Sometime people think that its wastage of time, money and efforts.
Entrepreneurs are forced to use this new media but not so clear and confident about
use and utilization.
Training and knowledge of Digital Marketing is must to use this new way of
communication in e-commerce business.
Techno-communication infrastructure is a major problem in government as well as

private sector.
Start-ups face knowledge gap in Digital Marketing.
Dependency on different variables involved in this Digital Marketing process.
Use of right medium to communicate with right audience is a question mark for
maximum people as well as marketers.
Accurate use of digital marketing is not so clear to all.
Technical errors cause a problem and it could not be affordable as it costs very high
to any business.
Confidentiality is a major issue faced in this area.
Traditional Purchase habits of customers are a one of the barrier in this area.
Touch and feel mentality while purchasing in particular product is missing in e-

commerce business.
To know the search engine working style it is must to get professional use.
Traditional Media verses Digital Media is a cause of discussion everywhere.
Increased use and Importance of technology enabled content in marketing

communication.
Awareness of e-commerce industry among audience is a challenge.
Trustworthiness is also a problem in e-commerce business.
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Increasing incidence of online fraud throughout the world created Fear of fraud
among consumers and marketers.
Piracy factor is major cause in digital marketing process.
Government policies, rules and regulations are not Cristal clear all over World.
The present practices are not capable to provide solutions to all above problems.
Different platforms are having different logic to communicate. In addition, major
problem is privacy of customers/audience is in danger.
For example; Alper,com (2016)66 The high profile case came in news in 2016 US
general elections Donald Trumph hired Cambridge Analytica for election campaign
and made use of allegedly imported data of around 8.7 crore Facebook users. The
company allowed political campaign to target voters according to precise messages
with accurate content.
Because of these issues, people do not prefer this new media, its being use more for
entertainment and less for professional use. Marketers are also finding problems to
target right audience. Training and awareness to marketers as well as users is also a
major problem to study. Marketers and customers/users are experiencing the „pain‟
every day. To find out the solution to this „pain‟ from the present situation leads me
to do research on this topic.
1.11 Significance of Study
The world of marketing is changing rapidly because of internet revolution and

increased number of net user around the World and subsequently throughout India.
It has become essential for marketers to use the most of evolving digital marketing
techniques according to consumer preferences, Emerging channels, data
proliferation, and. Digital marketing has become best marketing practices in India,
and given a clear path forward to grow business.
Digital marketing is a platform to promote the products or brands by using various

forms of electronic media. Digital marketing is different from traditional marketing,
involves the use of channels and methods that enable an organization to analyse
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marketing campaigns and increase accuracy, and provides real time scenario of
marketing communication.
“All progress is born of inquiry. Doubt is often better than overconfidence, for it
leads to inquiry, and inquiry leads to invention” (Hudson Maxim)
“The direct promotion of product/services or brands through one or more modes of

media advertising like social media, internet, digital and television, radio and
mobile phones”
Here is need of research on study the Impact of digital marketing on E-commerce
business. This study wills insight on overall use of digital marketing. In detailed
analysis and scope in present cut through Global competition and its effect on
traditional marketing practices. I want to do in detail Post Facto Research on all
aspects of Digital Marketing.
Here is a wide scope to do a research on changing new marketing practices by using

electronic media Online and Offline. The study will be based on different marketing
models and tools developed and always updated by Global players like Google,
Facebook, YouTube, Twitter, LinkedIn, Blogging etc.
IAMAI (2014)26 around 40% of the population of World has Internet connections in
2014. In 1995, it was less than 1%. The number of internet users has increased
tenfold from 1999 to 2013. Almost half the country will be connected through the
Internet by 2019 considering present growth rate of 14%.
The number of only mobile internet users in India reached 18.5 crores by June
2014, maintaining a growth of 20%, according to the „Mobile Internet in India
2014‟ report, released by Internet and Mobile Association of India (IAMAI) and
IMRB International. In December 2017 the mobile internet users are 45.6 crores in
India.
Digital Marketing:
Digital marketing is an umbrella term for targeted, calculative and interactive

marketing of goods and services by using technology to reach directly to the
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consumers. Earlier key objective was to promote brands through various forms of
digital media but in present situation, it fulfils the complete selling process online.
Digital marketing includes various internet-marketing techniques like Search

Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media
Marketing (SMM) and Affiliate Marketing; e-Mail Marketing, Content Marketing,
Display Marketing and Pay per Click (PPC).
E-commerce business size in India:
The size of India's e-commerce market in 2013 was around 13000 crore, according
to a joint report of KPMG and Internet and Mobile Association of India (IAMAI)
and is growing at a fast pace with an estimated size 43.8%
The number of users making online transactions in India was increased from 11
million in 2011 to 38 million in 2015.
Pune: - A current population of Pune including Pimpri Chinchwad area is 60 lakhs.

A recent Internet and Mobile Association of India (IMAI) study on e-commerce has
rated Pune one of the major cities (25 lakhs internet users) along with Ahmedabad,
Bengaluru and Hyderabad where e-commerce is thriving.
In an IMAI survey conducted in the top 35 cities in the country among 3.38 crore
active Internet users, who access the Internet at least once a month, there are 1.96
crore users who look for detailed information regarding products/services. Out of
these, there are 1.43 crore users who have actually bought any product/service over
the Internet.
According to online shopping players Myntra.com report, Pune is the sixth largest
market when it comes to online shopping.
Online Shopping Trends:

About 75% of this is travel related (airline tickets, railway tickets, hotel bookings,
online mobile recharge etc.). Online Retailing comprises about 15% India is at the
cusp of a digital revolution. Internet has become an integral part of the growing
urban Indian population. Various factors have been driving this trend, such as:
 Declining broadband subscription prices

 3G services leading to an ever-increasing number of an internet users
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 Urban India‟s changing lifestyle
 Convenience of online shopping
 Increased usage of online classified sites, with more consumer buying and
selling second-hand goods
 Evolution of the online marketplace model with sites like Flipkart,
Snapdeal, Amazon and Infibeam.
Consumer mentality and shopping patterns are changing very fast. Online shopping
is going to become main stream in the coming five-six years and smart phones
would be the biggest online shopping driver in the coming years.
Tier-II and Tier-III cities are opening up very rapidly. By 2020, you will have e-
commerce penetrated everywhere, whether it is smaller cities or rural areas.
Considering internet and electronic revolution of „Digital India‟ will create wide
scope in e-commerce and digital marketing area.
Focused Study Highlights:
1. It will define the effectiveness of „Digital Marketing‟ in increasing brand

value, Increase sales and to measure its impact.
2. It will help modern trends in knowing exact opportunity to augment “Other
Income” and ways in business.
3. It will guide the way for Indian e-commerce companies to convince
consumers, to believe in e-transaction and its effectiveness.
4. It will help marketers to explore maximum market potential by using most
effective marketing communication tool to expand business.
5. It will define scope of online marketing in Indian market considering
acceptance in urban market and fast proliferation of an internet users.
6. It will guide the way and the prefect execution of Media communication in
business
44
1.12 Limitations of Study:
Every work has some limitations and this study is also not optional for the rule. The
area of study is related to technology and with technological upgradation the rules
and regulations of Digital Marketing are keep on changing. The researchers
observations reviewed at the time of beginning of study are not exactly same as it is
at the time of writing observations and findings. The researcher has taken care to
write upgraded and recent observations with earlier reviewed observations. Every
research has a future scope of study and this research also has vast scope for future
study and one thesis is not enough to cover all areas of research finding in this
study.
a) Funding of study is a constraint but it could be managed from my personal

income source.
b) Research is time consuming and it‟s challenging to get proper information
from e-commerce and digital marketing companies.
c) E-commerce companies and Digital marketing agencies were not ready to
share their data as its most confidential part of their business.
d) Data and data analysis is backbone of e-commerce industry so major
dependency was on consumers for primary data collection.
Upgradation of technology every day, increasing number of internet and social

media users itself is a limitation to recent statistical presentation.
Digital marketing is comparatively new way of marketing and there is a need for
more studies on marketing implementation and strategies.
Hardware becomes a utility platform for innovation and industrial transformation.

The study is more related to technology devices and usage may be the people are
saying, “Mobile phone is going to became smarter than men”. Here we have to
cover study of technology related to digital communication to measure the impact
on audience or e-commerce business.
Technical intelligence is gaining importance than human intelligence. Dependency

on technology is increased. To understand the technological development in
45
communication media smartphone accounts over 70% of global mobile handset
shipment (BuddeComm Intelligence Report)
1.13 Framework/outline of study and chapter wise presentation:
The researcher planned to identify actual problems in Digital Marketing in e-

commerce business and trying to find out solution to those problems. The
researcher studied overall scenario of digital marketing in India as well as World as
the subject is very vast and practically it cannot be limited to particular city or
particular area of work. The flow of study is started with understanding all the terms
and conceptual theories in this area and concluded with new theory of conclusion.
The introduction chapter covered background and history of digital marketing and
e-commerce business and the definitions of all terms. The study of introduction of
research also includes the exact purpose of study, overview and limitations of study.
The regress literature review in the chapter literature review is covered with
reference to research papers, research thesis, books, journals, online journals,
research reports, government data and newspapers.
The scope of study, objective of study and hypothesis of study is defined in chapter
according to research gap and statement of problem.
In research methodology on the basis of study objectives and hypothesis the

scientific research methods identified for study. The descriptive type study method
used to study. The primary and secondary data collection procedures finalised by
using various analysis methods and formula‟s. Based on population sample size,
sample techniques, sample method used to collect, check reliability and findings of
primary data.
The chapter data analysis and Interpretations covers the data cleaning, treatment for
missing values and skewness test to check the normality of data. After that
reliability check with Cronbach‟s Alpha to start analysis of each question has taken
place. The total analysis reports in tables and graph presented with better
interpretation.
46
Findings and observations based on study have been presented in the chapter
„Findings and observations of study‟.
In the chapter „Findings and Observation of Study” the Researcher recorded

findings and observations of study to experience the new insight in the area of
Digital Marketing and e-Commerce Business.
The chapter Suggestions and Recommendations is a new way of approach towards

the study; researcher has given to the area of Digital Marketing and e-commerce
business.
The most important part of research study is written in the chapter conclusion. The
Researcher with throughout study, observations and findings has given his own
insight on the research study in a short and precise form.
The study also designed with abbreviation, table of content, figures, graphs,
Harvard style referencing and bibliography.
47
CHAPTER NO. 2
LITRETURE REVIEW
2.1 Introduction
2.2 Rise of Digital Marketing: controversies on

competitive intelligence at inception
2.3 Digital World Overview
2.4 Social Media Impact
2.5 Messenger Apps: Innovative Marketing
2.6 Traditional Marketing and Digital Marketing
2.7 Shift in Marketing Spending Plans
2.8 Marketing channels influencing to Drive In-
Store Traffic
2.9 E-commerce penetration in world Prospective
2.10 Effectiveness of Digital marketing
2.11 International Prospective of Digital Marketing
on e-Governance
2.12 Research Gap of the Study
2.13 Conclusion
1
CHAPTER NO: 2
LITERATURE REVIEW
2.1 Introduction:
Researcher along with research guide developed a framework for research in Digital
marketing, the process of digital marketing, digital technology, ways of digital
marketing communication, platforms of digital marketing and the most important is
the significant impact of digital marketing on e-commerce business. Evolution and
development in e-commerce, elements of e-commerce, e-commerce business and
future prospectus of e-commerce business is studied. Using the framework,
researcher organised developments and extent research around elements and
intercourse comprising the framework and review the research literature in broadly
defined area of Digital marketing and e-commerce business. Researcher outlined
the most evolving issues in and around the intercourse and related questions related
to future research. Finally integrated identified questions and defined research
agenda for future research in digital marketing and its impact on e-commerce
business to examine the issues from the prospective of consumers.
2.2 Rise of Digital Marketing: controversies on competitive

intelligence at inception:
The concept of Digital Marketing is rapidly emerging as a new concept which is

aggressively adopted worldwide for successful marketing strategies. In today‟s time
internet, google search engine, bingo, social media channels such as Face book,
Twitter, YouTube, LinkedIn and other social media firms have successfully
influenced the attitudes and perceptions of consumers. It helped to revolutionized
many businesses. This was done through huge network of customer‟s data with
real-time feedback of customer experiences.
It is also more convenient for businesses to conduct surveys online with a purpose
to get relevant information from targeted groups and analyzing the results based on
their responses. Potential customers can look for reviews and recommendations to
make informed decisions about buying a product or using the service. On the other
2
hand, businesses can use the exercise to take action on relevant feedback from
customers in meeting their needs more accurately.
Day (1997) The literature on digital technology is relatively a new area and
academicals theories are not sufficient or we can say not more relevant on this
particular area While previous researchers has examined internet usage (Teo, Lim
& Lai 1999). Website designs from customer‟s point of view (Bell and Tang 1998).
Pricing paid promotion of search engine (Sen et. al 2008) and bidding (Bernerd and
Simone, 2011).
Schultz, Tannebaum and Lauterborn (1993) published book on integrated

marketing communication according to them, the rise of mass media in 1950s and
1960s come with new way to access to mass audience and changed the mentality of
marketers. The introduction of mass culture made marketing easier and predictable.
This has given birth to mass customization. He clearly mentioned the need of
transformation of old to new communication is a need of 21st century.
They also argued on the old 4Ps of marketing was out bound and are more
product oriented and not marketing oriented. As a result, focus shifted from
mass marketing to target marketing. It has also given a birth to digital technology in
marketing strategy.
Laudon (2008)27 stated that the early years of e-commerce was not so easy that was
a period of vision, experimentation and realization. In the year 2000-2001 stock
market crashed and the stock market value of telecom, e-commerce and Information
technology stocks declined by 90%. That was a bubble burst and lot of people was
quick to written that “e-commerce and internet growth would stagnate” but the time
prove that they were wrong and resulting in to the 25% growth rate over the years
in e-commerce business.
Jansen and Mullen (2008)28 says that online advertisement actually emerged in
1998 and very fast has become a one of the major business model of search engines.
Is now one of the fastest growing segments of online marketing or digital
marketing? Search engine has become most popular and necessary for people to
surf the web and it has make very simple to use and designed as a simple user
interface.
3
Before the introduction of internet or digital marketing there were many ways for
business houses to advertise their products such as TV, Radio, Newspapers,
Magazines, Tele Marketing‟s or pamphlets. The aim of companies was to get
product name, a slogan, a vision or even company name communicated to many
people as possible for the lowest cost.
With the introduction of internet in business communication a number of search

options became available. Business men had an option to advertise their product
services on large scale. Many businessmen considered great opportunities and given
value to the advertising perception. And they traded on stock exchange at
extraordinary high rates. This was collapsed in 2001 and which is called as
dot.com bubble.
After the dotcom collapse in 2001 the internet technology was determined as failure
because of failing website based business and wrong perception and expectation
about market and consumers. But both companies as well as consumers continue to
explore online options continuously and very soon successful business models
emerged. Search advertising and e-commerce was emerged as new possibilities.
Focus on increase in website traffic, targeting advertisement according to customer
behavior and maintaining website to attract visitors became relevant. Research on
consumer behavior and buying patterns online have been continued and became
interesting.
Now due to the technology available today and internet penetration across half of
the population of the world advertisers are able to make massive lead and created a
history in global campaign. It was possible to become global in just few minutes or
even few second. This milestone has lead more obvious as a new generation of
professionals take control.
It is a big challenge of Twenty-First-Century information competencies to handle
multisource of data. Now technology creating ample data every day but storing data
and sorting of data is also a challenge. We have to apply information for decision
making and decision making is nothing but a choice between alternatives. The
information/data applied to take strategic decision will help to take day-to-day
decisions.
4
Smith (2003)74 has defined five skills in his book to be a master in marketing
information;
1) The ability to instantly classify and reduce incoming information.
2) Getting aware of evidence or to identify source of error.
3) Intuitions behind data source or perception in that situation.
4) Psychological approach.
5) Bricolage; something created based on diverse range of things.
These skills must be used to analyse exact meaning and result of any data or
information before taking any decision. Technology helps to create source of
data and also the ways of data storage also available like server, hard disc, cloud
etc.
(Rappaport 2007) “are likely to continue as marketing and advertising are
increasingly peopled with individuals for whom the internet, eBay, Amazon,
Google and YouTube were always there and which played some role in forming
their worldwide, just as television, radio and print media did for prior
generations.”
So let us accept the reality as the internet is no longer a medium of “new

economy” and “e-commerce” as term is abolished completely. The internet is
used in any and all industries as a marketing and branding tool. Now days it‟s
almost compulsory for every business to use internet as a marketing tool. It has
made available large number of search options and new ways to promote their
product and services. Internet has given a chance to even a small business to
promote their brand and products on large scale beyond national boundaries.
(Oracle 2008) expedite that the usually unanswerable question is whether online
marketing or digital marketing is effective in short term and long term.
Digital marketing is difficult to executive successfully and measure adequately

(Ranaweera and Prabhu 2003)29.
(Ringer 2011) in his research stated that the quest for reliable statistics means that
some marketers will shy away from implementing digital marketing strategies
5
that draw only short-term attention to strategies that allow for prospect
identification and collection of behavioural data. As per Ringers view marketers
was not that much confident to use digital marketing and today when I am
reviewing the study of digital marketing even though speed of adoption is high but
still few people are shy and in this research study insight on that issue and to
observe the change.
Baker (2009) stated that consumers learn about brands through social media.
Harridge and Quinton (2012) estimated that consumers generated more than 500
crore impressions about product and services through social media in 2011,
approximately one quarter of the number of impressions created by all forms of
online advertising.
Chris (2014)30 studied the objectives of marketing communications as “consider the

range and potential impact of marketing communication; examine the effectiveness
of each communication tool; establish a need for marketing communication”
Chris researched that marketing communications recognised the development of

channels and many organisations have oved away from the traditional control of
brand manager to channel. Organizational channels work together to satisfy the
objectives. Marketing communication recognised the need of channel network
communication.
2.3 Digital World Overview:
Baltes and Loredana (2016)31 the business environment and marketing strategies is
going through big change because of digitization of world. The digitization takes
place in developed as well as developing countries and developing countries are
being benefited because of digitization. There is a good future opportunities to the
many business adopting digital marketing strategies. IT companies all over world
like Google, LinkedIn, Facebook, YouTube and Amazon set new trends.
Marketing by using digital technologies of internet also includes mobile phones,

display advertising and other digital medium.
6
Digital Marketing Basic Frame work:
Actually marketing is concern with advertising, public relation, branding,

promotions and sales but apart from that it helps the organisation to perform better
in other activities well. Digital marketing influence these activities such as
advertising, PR, branding, promotion, sales and after sales as presented in fig 2.1
Digital
Search of Promotion
product info Marketing
PR
Sales
Advertising
Fig 2.1 Basic frame work of digital marketing (Source; own creation)
The basics of digital marketing are same as other marking system. The way of
marketing is enabled with technology and internet. This makes the work easy, fast
and more accurate by experts of digital marketers. This is the most preferred
marketing strategy all over world because of its unique and innovative features to
attract digital world.
Kamal (2016)32 stated that “Digital marketing is often referred as Online Marketing,
Internet Marketing and Web Marketing.” It indicates that the digital marketing
occupies the space in urban as well as rural world. It enabled customers to reach to
marketers easily. This has become compulsory course of action for marketers and
they are watching each and every innovation in this area and trying to add
maximum possible strategies to increase business. Digital marketing uses every
7
element of modern technology practices. These are the commonly used channels of
Digital marketing used by marketers are:
Search Engine Optimization (SEO), Search Engine Marketing (SEM), Search

Engine Advertising, Social Media Marketing, Mobile Marketing, Google Analytics,
E-mail Marketing, Online Display Advertising, Affiliate Marketing, Content
Marketing, E-commerce Marketing and Video Promotion.
These are the various channels popularly used by business organisations to increase
their business. Even political parties and social organisations are also using these
channels for mass communication and other tools to record feedbacks of audience.
European countries and America are using digital marketing to communicate their
agenda with their voters from last few years. In 2014 Loksabha Elections in India
first time Digital Marketing was effectively used by political parties. It has been
observed that this is a digital era of advertising and communication. The
development in digital marketing is the proof of changing anonymity to identity as
well from entertainment to information source.
The survey of Jasleen Kaur (April 2017)33 indicates that 34% companies are using
digital marketing strategies in India and 72% believe that traditional marketing is
not sufficient to increase revenue and ready to use digital marketing to increase
revenue.
As per the reports in 2017 more than 80% companies are using digital marketing
either as a marketing strategy or they are optimizing few channels to make their
presence online. It indicates the growth of digital marketing in India. Consumers are
giving preference to those who are always available to help them and the digital
communication technology gives that opportunity. Corporates want to be in touch
with customers through digital marketing.
2.3.1 Internet users worldwide:
According to Statista.com (2017)34 the data shows that half of the population of
world is online. Total population of the world in 2017 was 750 crore and internet
users reached to 358 crore. This pace of internet users growing mainly because of
easy access to computers, increased use of smartphones and the modernization of
countries around the world provided opportunities to internet users to frequent
8
connectivity and convenience to use. Growth in internet users mainly increased in
year 2016 and 2017 because of affordable smartphones and affordable data plans.
The growth of internet users shown in fig 2.2.
Internet users worlwide from 2005- 17 (In Millions)
4000
3500
3000
2500
2000
1500
1000
500
0
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Fig: 2.2: Internet User‟s statistic from 2005 to 2017 (Data source; Statista.com)
Considering today‟s growth statistics of internet users and e-commerce growth

speed of 20 % per year the term “Global Village” became a reality. In 1970s the
philosopher of mass media and communication Marshalll McLuhan (1911-1980)35
called the “Global Village.
Rashid (2011)36 in his research observed the facts on internet growth rate in world.
He says from last 10 years, the internet population is increasing 50% per month
and number of websites double every 53 days. A 60% large company and 30%
midsize companies are using Internet for marketing by the year 2000 Young
generation is online and shopping online commerce. The hotel and travel industry
face challenges and customers demand more on web for information and booking.
Internet allows opening e-commerce website and having their products available to
large base potential customers in a short time period.
9
This research is also agreed after various data and references, the internet defined
his utility for individual network, government, industry, academia instead of earlier
for only research laboratories in government. Within very few years, internet and
digital media consolidated as a very powerful platform that changed the way of
business and the way of communication. The two innovations of digital media
social web and mobile technology the way of people use technology.
2.3.2 Top 10 Internet User Countries:
According (Statista.com 2018)81 and various reports and online information and
agencies reports, it has been observed, “Internet has made distance shorter and the
world smaller”. Maximum numbers of internet users are from Asian continent.
China, India and United States are ahead of all other countries in internet user in
numbers throughout the world.
Top 10 Internet User Countries (In Millions)

800
700
600
500
400
300
200
100
0
Fig 2.3 Top 20 Internet user countries in no‟s.

(Source Statista.com, 2018)
Our research also agrees that the internet continues as a most democratic mass
media with very low investment. With this, any business can start webpage and can
reach a very large market, directly, economically and fast, no matter the location
and size of business. The result of this easy connectivity and easy way of
communication for corporate, government and individuals the internet user
increased very (fig: 2.3) fast in developed and developing countries.
10
According to recent reports there are more than 400 crore (4 billion) people around
the world using the internet and in top 10 internet user countries India is leading
with China and US in numbers. According to recent reports India has 46.2 crore
active internet users and is a second largest internet user country all over world.
According to numbers apart from India and China other Asian countries are also
leading in numbers of internet users. In spite of less internet connectivity and
availability of technology compare to European countries Asia is leading in
numbers of internet population. The number of internet penetration shows that Asia
is the biggest e-commerce market in the world. This is an opportunity for e-
commerce market.
2.3.3 Time Spent on Internet by Individuals:
The recent Reports of Web Index(2018)37 on WeAreSocial and HootSuite the

reports shows that, it is not only number of people using internet increased but the
amount of time that people spend on internet has also increased.
Time spent/day on Internet(In Min) from any devices

700
600
500
400
300
200
100
0
UAE
Brazil
Turkey
USA
Vietnam
Thailand
Indonesia
Malaysia
Hong Kong
Italy
Canada
Mexico
Australia
India
China
Russia
Poland
UK
Spain
Philipines
Saudi Arebia
Ireland
South Korea
Japan
Egypt
Singapore
Portugal
New Zealand
Argentina
Taiwan
Sweden
South Africa
Fig: 2.4 Avg. Time Spent on Internet (minutes).

(Source: Global Web Index 2018, Survey of Internet users.)
The main reason of use in internet users and time spent online is because of
affordable prizes of mobile and internet data packs. Report indicates that more than
760 crore individuals around the globe have mobile phones and around 50% of
11
them are „smartphones‟. So it‟s very easy for people to use internet from where‟re
ever they are. Use of social media continues to grow rapidly.
The recent data from GlobalWebIndex (2018) shows that with the number of
internet users increased the time spent on internet by individuals has also increased
in last one year. Now average time spent by internet users individually is 6 hours
per day with the help their internet powered devices.
Thailand is top throughout the World to spend time on internet with 9 hours 38
minutes per day followed by Philipines 9 hours 29 minutes and Brazil 9 hours 14
minutes per day. Indian internet users are spending 7 hours 25 minutes on internet
according to GlobalWebIndex.
It means the people those using internet are spending one third of their time on
internet. This is a drastic change in habit of individual‟s behaviour because of
technological innovation. It gives wake up call to all marketers to catch them
online. It has been observed that the way of focus of communication from B2B,
B2C, G2C, G2B and even B2G and G2G increased. This reason mostly attracted
the more defined study in the area of „Digital Marketing‟ and its impact on various
factors. Digital impact matters and it has to be analysed for the better use of
marketers and consumers. This study will flash light on impact of digital marketing
on e-commerce business.
2.3.4 Digital Indicators of the World in 2018 ;( Internet, Social Media, Mobile
and Social media user on Mobile)
Fig: 2.5, Digital around the world-2018 (Source: Hootsuite.com)
12
We Are Social, Hootsuit (2018)80 as per the statistics world, population is 759 crores
and 402 crore people are connected with internet through mobile, computer or other
electronic devices. It indicates that more than half 53% population is online.
Around 320 crore people are active social media users throughout the world.
Report shows Maximum people connected to internet through mobile devices. The
percentage of mobile penetration is 68% of population. Almost 300 crore people
connected to social media through mobile.
The report from various authentic sources on population, Internet, mobile users and
social media users clearly shows that world has become digital Global village.
Communication has become easy, affordable, instant and more responsive because
of technology. This is called as a third revolution in the form of digital
communication.
Promotion of brands via one or more forms of electronic media become possible
because in this digital world. The e-commerce infrastructure has been increased and
is increasing every day. A new marketing strategy for business promotion includes
the internet, social media, mobile marketing, electronic boards as well as digital and
Television channels and Radio channels. Hence research on this area is necessary to
find out the impact of digital marketing on e-commerce business.
Mobile marketing is emerging every day as the mobile penetration is increasing

throughout the world. Marketers are realising the importance of mobile phones in
sales, marketing and after sales service. It has become an important marketing
channel as the use of mobile is not only limited to message and voice but it‟s much
more than that now. The mobile has various functions available like applications,
text messages, multimedia messages, games, music, digital camera, mobile banking
and Mobile payment/violate.
Online business communication platforms have existed since the local, dial-up
bulletin boards of the late 1970s. Now every organization has adopted corporate
email and always-on Internet connections. Business communication forced to do
combination of automated contact management tools and highly personalized
staffing and sales portals. Meanwhile, social networking services sprang up through
a combination of easy Internet access and flexible mobile technology. Although the
traditional communication shifting perceptions about online communication have
13
brought business users to social media sites, as the process of professional
networking grows less formal.
Kitchen, PJ (2017)38 in his article stated that the challenges faced by marketing and
brand managers are mostly related to interface in between traditional and offline
sale, marketing and communication and the new sales technique of online sales,
marketing and communication and combination in old and new. In this article they
have observed and find out the importance of Integrated Marketing Communication
(IMC).
Groom (2008)39 stated that the marketers including religious marketer are also
aware that they must change product presentation continuously according to
audience and according to every movement of engagement. The change is
unavoidable in this modern era and every “marketing plan” including sell of
religious product must want a mechanism that suits to changing environment which
engages their audience. Groom, also stated in his research that fundamentals of
product may not change but the way in which the product presented to their
audience must be changed to meet the expectations of audience through successive
movement of audience.
Merisavo (2006)40 in his research author focused on communication function of

digital marketing and its support in increasing loyalty of present customers. The
model considered brand communications through various channels, personalization
and interactivity, customer loyalty, value and commitment and customer
involvement, relationship, characteristics and other factors to customers. The study
covers direct marketing, advertising, newsletters and other brand building activities.
He noted the result as brand loyalty is much better in digital media communication
as compare to traditional media communication. He underlined two factors main
define the brand loyalty is frequency of communication and content. He again
mentioned loyalty into behavioral and attitudinal loyalty mainly it reflects in repeat
purchase, visits and satisfaction. Also the important factor affecting brand loyalty is
instance messages received on specific occasion and situation.
To support this he has given example of General Motors provided internet based
facility on GMLink web page, which facilitates one stop solution to all post
14
purchase needs. The use of this portal service customer brand communication and
interactive activities increased because customers visit website often as compare to
shops. Customers also get tips like service reminder, maintenance tips, seasonal
safety tips and special offers. General Motors also provided services like current
resale value, customer relationship numbers on company portal. This results in to
more sales, enhanced attitude and behavioral attitudes towards brand with the help
of functions of Digital Marketing Communication.
2.4 Social Media Impact
Chui (July 2012)41 and others published book on social economy to study the value
and productivity of social technologies. Until 2011the number of social networking
users was 150 crores globally out of which 80% users interact social networks
daily. The percentage of companies using social technologies is 70% and 90%
companies using social technologies for business benefit. Knowledge workers spent
28 hours‟ time every week on writing e-mails, search information and communicate
internally.
In these few short years the social technologies adopted in cultural, social and
economic areas. Millions of people adopted new behaviours by using social media
for conducting social activities, creating social groups, joining different
communities, sharing views/chatting and organizing political activities.
Social media have changed the life of million people. People trust on their social
connections including friends and unknown persons to them even they have never
met in person, for everything including advice on behavioural events. Business is
also changing their behaviours as well.
McKinsey (July 2015)42 Marketing and sales Report says that marketers are
increasing use of social media platforms like Facebook, Twitter and YouTube to
promote their products. McKinsey also surveyed the impact of these marketing
channels recommendations on sales, Return on Investment (ROI) and importance of
these channels.
McKinsey conducted research of 20000 consumers in Europe to analyse buying

decisions for 30 products and 100 brands in 2013-2014. Respondents were asked
15
how social media influenced their buying decision process and instance of
recommended products. They found the impact of social media on buying decision
is increased. It also growing fast but its influence varies according to product
category.
Social media recommendations influenced average 26% of buying decision across

all product categories. In all categories, recommendation Two-third impact was
direct as supported at the point of purchase. The remaining third was indirect
impact on buying decision process. Research stated that in 2014 social media
recommendations made 10% more purchase as compared to 2013.
The report also observed that consumers accessing social media, reacts different
level for different product categories. A respondent using social media to choose
utility services is 15 % and other categories of products like travels, investment
services, apparels and non-prescription medicines are 40 to 50 percent.
Suja (2013)43 “As we saw in the previous sections, SNS has great impact on the
society, in both benefits and challenges. The advantages are massive, especially for
marketers for their next generation campaigns, and general public for a level
medium for airing their views.”
We have observed that digital influence is increasing but the same time analog
world remain have the importance. Half of the recommendations made offline. The
companies look for the new customers to maximise returns from their marketing
strategies. Social media can engage customers and inspire more influencers to
express more for their products. Consumers those using search engines to get
information about products are also gone through social media before purchase.
Effective use of search engine optimization will also benefit from a greater social
media impact. Even after TV ads consumers prompted to seek social media. It
means TV is not substituting to social media its complement to social media. It is
also experienced that mobile devices and applications will make easier to share
their experiences about product on social media.
This study supports to prove the impact of social media marketing in buying
decision.
16
Fig: 2.6 Rapid Rise of Social Media.
(Image source: www.statista.com Data Source: McKinsey Global Institute)
The above chart data shows the rapid growth of technology platforms to reach to
the users. It shows the progress over last century to reach to 50 million (5 crore)
users worldwide.
The first revolution takes place when Radio technology came in to picture to pass
audio messages to large audience and it took 38 years to reach 5 crore users. The
next revolution came with the introduction of Television and take 13 years to reach
5 crore users worldwide. The arrival of internet changed the pace of technology
users and the reach of 5 crore completed within 3 years. World Wide Web (www)
enlarged the potential audience with innovative services. Facebook just taken 1
year to reach to 5 crore users and the Twitter was even faster than Facebook to
reach up to 5 crore users.
Considering the growth rate of social media to reach to the maximum users this is
the most preferred media to connect to the customers. In present scenario
companies are using this new media to communicate message to the customers.
17
This new media have an advantage of two way communication and easy to reach
and easy to use and more important is quickest way of communication. So that
organizations are forced to use this media along with traditional media to connect
with maximum people. Not only connect with people but the presence in virtual
world through www and other technology oriented medium has become a major
part of marketing strategy.
2.5 Messenger Apps: Innovative Marketing;
Fig: 2.7 Top Messenger apps by Country.

(Source: Hootsuite, WeAreSocial 2018)
More than half of the mobile devices used worldwide are smartphones, so it‟s easy
for peoples to get rich internet experience where‟re ever they go. Same time number
of people using social media platforms in all countries increased according to top
platforms in particular countries. Every day 10 lakh users are added during last one
year.
Genuine conversation is the best conversation and it‟s possible though messaging.
A person gives preference to genuine conversation as they feel this conversation
more authentic. The recent report on communication shows that messaging has
replaced other forms of communication. The new form of messaging techniques
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became more expressive with the new features of universal languages, visual
content, emoji‟s, and GIFs.
Recent survey conducted by WeAreSocial (2018) found that WhatsApp is the most
use messenger app throughout the world followed by Facebook Messenger, Viber,
Skype and WeChat.
As per the CamScore report Facebook, Twitter, Instagram and Snapchat are the
leading social media apps used thought the world.
Fig: 2.8, Annual Growth of Social Media users.

(Source: Hootsuite, WeAreSocial).
Chart indicates the world average of use of social media is 13%. Saudi Arabia is
leading with growth rate of 32% and India is on second position in growth rate with
31% growth rate. Indonesia, Ghana, South Africa, Vietnam, Germany, Russia,
Kenya, Morocco and Poland are the other countries after Saudi Arabia and India
and above the average of world growth rate of 13%.
The increase in growth in Saudi Arabia, India and other Asian countries is mainly
because of population and increasing percentage of internet through mobile.
19
Social media sites popularity is varies from country to country but the growth rate is
increasing continuously. The use in respect to time spent on social media is also
increasing. We are experiencing the no of user and increasing time spent on leading
social media site Facebook and WhatsApp messenger in India. It also observed that
some social media sites are increasing rapidly and some are declining.
Dave Chaffy (2018)44 report shows that the use of internet through mobile devise is
increasing at 52% compare to desktop use of 43%. UAE, South Korae and UK are
the slowest increase in growth. The main reason of increased social media growth is
because of high population density, increased mobile network users and affordable
data usage.
Profile of Facebook users:

Major audience channel Facebook has post and page likes in organic and paid forms
and comment options. The profile of Facebook users is mainly youngsters between
18 to 34 years and followed by 35 to 44 years of age group.
Fig: 2.9, Facebook user‟s profile

(Source: Extrapolation of Facebook data jan2018)
Facebook is most popular way of social media marketing channel for

marketers.
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2.6 Traditional Marketing and Digital Marketing:
Marketing communication tools tend to cover joint uses of traditionally planned

tools and not only for marketing purpose. Traditional marketing is combined with
direct marketing activities like dedicated events, advertising campaigns,
sponsorship, licensing and sales promotion activities for product or service
placement initiative.
The digital marketing technology allows corporate communication to combine the

features of personal tools with the various elements of non-personal tools that boost
the flow of communication, information and the various channels that address the
audience and from audience to company as well.
Posts are in a special position when it comes to direct marketing communications

that goes straight from company to the customer because that was the only medium
reaches any place of the country, any part of the world. Post was mandate to serve
the entire population. No Television channel, Radio, Newspaper or website can
boast of effective reach to everybody in the country the Post does. The post reach
was the only significant marketing communication throughout the world in those
days. Advertisings like Television, radio, newspaper and magazine and outdoor
display hoardings were not individualized. Direct and digital marketing
communication encompasses traditional media like direct mail and telephone
marketing. Digital marketing like –mail, online display, text message, video
messages accessed by computers and mobile devices are individualized marketing.
Anyway traditional marketing will continues and it will also continue to be relevant
in present situation as well.
Over the last seven years spending on traditional marketing like TV, Radio,
Newspaper, Magazines, Cinema ads & Hoardings has declined in US (source: The
winterberry Group Annual outlook)
In today‟s cut through global competition today‟s business enterprises are going
head to head in marketing strategies to get more customers, to generate more
interest in their particular business. To get it done effectively business enterprises
are using combination of Traditional and Digital media channels or they mix it with
21
digital approach. This is probably not only entertaining and budget oriented but it
also offers valuable insights on corporate worlds most debated question right now
is: Traditional or Digital?
According to Jordan Gin (2016)45 Traditional media marketing and digital media
marketing is carried out in following ways,
Traditional Media platforms are Radio, Print, TV, Cinema, Direct Mail,
Telemarketing, Door Drops (ex. Pamphlets) and Out-of-home advertising (ex.
Hoardings)
TV
Radio Print
Direct Cinema
Mail Traditional
Door to door Telemark

eting
Out of Home
Ads
Fig: 2.10 Traditional Media Channels (Source: own creation)
Benefits of Traditional Media Channels:
Tradional channel is easy to Target you audience.
22
You can reach your target local audience. Ex radio play in one location or outside
ad like horading may put in one location for particular area.
The hard copy is available. Ex- broucher, flyer.

Neuroscience support the benefit of hard copy marketing as per the Canada
marketing firm TrueImpact.
It could be easy to understand because most of the people allready known to this
kind of strategy.
The material or technology usedin in this media were eye tracking and high
resolution it could be measurable by brain easily.
According old practice direct mail is easier to process and helps to recall brand.
Disadvantage of Traditional Media:
Ineraction is very less between company and consumers through this media.
TV, Print and Radio advertisements are very costly. Printing cost is high in case of
promotional material and need to hire people for distribution.
Result of marketing strategies can not be measured easily. Difficult to understand

succes/failure rate of campaign.
Digital Media:
Digital media includes Online Video, Social Media, Display advertising, Search
Engine Optimization shown in Fig: 2.11
23
Online Video
SEO Digital Social

Media
Display Ads
Fig: 2.11 Digital Media Channels (Own source)
Digital marketing needs high competency technology knowledge or to pay for

digital marketing promotion. Marketer is able to promote their product by
promoting video through video sharing sites, social media sites, various display
ads and also on display ads on google search.
Serarch Engine is the best option to get information about queries of customers.
SEO is very important for success of internet marketing. SEO is a scientific
process to be impleted to find out your product or services in search result. Best
SEO website or pages will appear prior as copare to others and it matters. Only
first few results are considered by searchers. Camusio (2011)46.
Benefits of Digital Media Channels:
Marketers can target local as well as global audience. Campaign can be designed
for specific audience such as demographic, age, income group, gender and interest.
Campaign will be more effective because of target groups.
You can choose content and design message according to audience vice versa
audience have choice to receive content like to read blog, watch YouTube video,
24
banner or text message in short. Audiences have an option to continue or disconnect
communication at any point.
Two way communications is possible in this format with the help of social media
and Apps. Interaction is encouraged.
The most important is digital marketing is cost effective compared to Traditional

media.
Data is recorded easily and results can be measured easily. Most of the channels
offer analytical tools. You can see real-time progress.
Small or medium size business can compete with any business globally without
investing huge promotional budget.
Brand development through the well maintained website with quality content
marketing promotion can add significance value. Same can be possible by utilizing
social media.
Using google promotion, email, website and social channels enables your message
can be shared instantly.
In simple worlds the difference between two is one take internet based online
approach, while the other uses more established channels like TV, Print and Radio.
Digital is up course comparatively new in this world. Obviously traditional
marketing media is dominating in last 15-16 years, but now there is an awakening
call for business enterprises digital marketing has seen huge rise in recent times.
Obviously we are passionate about digital marketing but we do use traditional
marketing too.
Jordan Gin (2016)45, Traditional Vs Digital: Down of Marketing,
Ryan and Calvin (2009)47 “A time will come digital marketing will overtake
traditional mass media as the medium of choice for reaching the consumer
tomorrow.”
25
The consumers are turning from traditional mass media marketing and they prefer
to digital marketing. They need personalized communication, continuous
interaction and more engagement activities on line. A consumer spending their
more time in digital technology and this is the most suitable way to reach business
to them.
When I was studying at Graduation College in 1995 and planning to go for post-
graduation in Management. To get information about best management colleges we
have referred Career Magazines, Newspapers, information from alumni‟s and
college visits. But today all the reviews and each and every information is available
online. All colleges have their online presence in digital world. Even students can
search their queries about best management college, best management college in
cities, best management college for particular specialisation and past placement
record of colleges. No need to visit each and every college you can have a visual
tour of college on line. This is tremendous positive change specially among
youngsters for all related queries as well.
Rayan say‟s that digital marketing is “the changing face of advertising.” Because of
advertising on Search Engine, Social Media, Display Ads and video promotion on
sites underlined the importance and influence on audience.
The shift from printing press, radio, TV and now internet are the examples of
upgradation of technology according to time. But up course marketing isn‟t about
technology as its only medium of communication it‟s about people. Adoption of
new technology at every step is needed as who knows what technology will
introduce in future? Digital marketing is not about understanding technology but
it‟s about to understand people. Learning of technology is necessary in digital
marketing but the main key is to understand people.
26
2.7 Shift in Marketing Spending Plans:-
Fig: 2.12, Marketing Spending Plans 2016 by Program

(Source: MarketingCharts.com; StrongView/ Sellingent)
Marketingcharts.com (2017)83, whenever building marketing strategies every

business considers budget in spite of all other factors. Digital marketing is become
popular because its use is not limited only for brand building but its feature of e-
commerce alternatively online shopping. The most important reason why digital
marketing is preferred is lower cost and fast and easy reach compared to traditional
marketing. For example; to reach 10000 customers through print media or
newspaper is Rs.5000 and the same cost to reach to the 10000 customers through
direct pamphlet distribution is Rs.1000 to 1500 and the cost of advertisement on
digital marketing to reach 10000 people will be around Rs.300 to 500.
In the fig: 2.12 above presented the survey based in North American companies
used marketing budget for various channels of marketing. The chart clearly shows
the shift of marketing spending from direct marketing to digital marketing.
In graph blue color indicates the percentage of particular marketing channel has
been increasing. The red color indicates the percentage of marketing spending
decreased for different marketing channels.
27
The figure shows the drastic increase in e-mail marketing and social media
marketing budget is increased by 50 percent the previous budget (Marketing chart
2017)83. Print advertising and direct mail budget have decreased by more than 10
percent. The figure also showing the importance of digital marketing as there is
remarkable increase in spending in spite of cost of digital marketing is rising every
year.
The figure shows the traditional channels fall lower. Ultimately the figure indicates
the decrease in Print, TV and Radio advertising budgets.
Marketer has to understand that whether his business is suitable for digital
marketing or not, it‟s totally depend on the nature of business. For example if you
are vegetable farmer in a small village having fixed place of sale or customer like
weekly Bazzar then you don‟t need to use digital marketing. But if you are doing
group farming at large basis then you need to find out new market and you must
need digital presence and digital marketing as well.
Even it depends on consumer‟s availability on internet. If your target group is

youngsters then must use digital marketing as the literature review shows that most
of the young generation is online. Even it depends on urban and rural target
customers, income group and educational qualification as well.
2.8 Marketing channels influencing to Drive In-Store Traffic:
Fig: 2.13 Retailers Initiatives to Drive Instore Traffic(Source: Marketing Chart 2017)
28
From last five years marketing has more focused with sales, service and support to
connect with customers. Above figure shows the top 7 marketing initiatives gives
good results to the retailers promotion activities. Special promotion on retailer
websites is on top with 55 percent response. Print ads leads on second number with
49 percent response rate. Email promotion is on 38 percent response rate. Social
media campaigns with 20 percent and mobile ads 18 percent. Location based
promotion respond 29 percent and text notifications with 27 percent response rate.
Martin (2003)48 discover in his studies that email advertising in cosmetic is having
negative relation with usefulness of message and website visits but the same time
positive impact on shop visits. It clearly indicates that the impact of e-mail
advertising depends on product as well. The cosmetic products need real world
touch and feel experience hence the response to website visit is not enough but
customer visits to shop has a good result.
The same thing may applicable for any other digital marketing channel as well as in
few products touch and feel experience create a value to that particular product. But
in this study researcher found that situation is slightly changing and people believe
on digital marketing channels. It means the scenario in e-commerce business is
changing positively. Also the consumer‟s goal directed behaviour and experiential
nature are the factors to impact on e-commerce buying.
Digital marketing channel not only increase online traffic but also increase I-store
traffic as well as per the reports in fig. 2.13.
Blogs: The Blog is a self-published online journals which can be accessed by users
they can make post comment, links other content. Blog trend was popular in
teenagers of UK now it has become popular in rest of the world in all demographic
and geographic areas. Relevant and knowledgeable blog with anchor tags to
important words or phrases direct readers to marketers web page or landing page to
connect with marketer, it will help to generate online and instore traffic.
Louvieris and Oppewal (2004)49 stated in his study that “in spite of personalized
messages, content and timing, channel of communication is most important.”
Costumers channel preferences vary from individual to individual. These
preferences also changes according to information search and stages of buying as
29
they are deciding that which channel is best suitable for their need. He also stated
that finding customers channel preference is critical but it is better to use multiple
channels to get desired results. Personalizing channel will get more moderates
effective results.
Merisavo (2006)50 was concluded in his study that apart from email advertising
mobile messages and mobile advertising has a positive effect on buying behavior of
consumers. It implies that customer communication via digital channel creating
meaningful relationship not only sales. Mobile phone is a ultimate medium of one
to one marketing.
This concept is not new in marketing as the frequency of marketing communication

is always subject of study. In this study findings of impact of digital marketing
channels provide base for Digital Marketing and its impact on e-commerce
business.
Continuous communication with customers is important and it gives cumulative

effects of advertisement after 3 to 9 months says Clarke (1976).
2.9 E-commerce penetration in world Prospective:
Laudon (2008)51 explained ecommerce as “Social networks are technology that is

highly disruptive of traditional media firms. Social networking are becoming the
place where new products can be introduced and where new sales can be achieved
to highly targeted and segmented audiences” This is not first time but from last 15
years e-commerce continuously reinvented itself from 1990s.
Facebook, Myspace, LinkedIn, YouTube and many other social networking sites
demonstrated that thee new and vibrant model of e-commerce is growing along
with other traditional business models. Myspace prepared website and allowed
business to provide space to publish information about their businesses and
advertise them self‟s. Myspace aggregated large audience base even more than e-
commerce retails sites like eBay and Amazon. Myspace is an advertising based
model and popular in advertising and some days it was one of the top five most
website visitors in numbers and surpassed Google, Amazon and eBay.
30
Now the e-commerce buyers are continuously increasing worldwide as the model
has built trust of consumers in last 15 years.
The people used to buy online at least once in last month is as follows. It shows the
growing number of on line buyers. UK tops with 78% online buyers followed by
South Korea and Germany 74% online buyers in both the countries. In India online
buyers are 26% of total population. Comparative to world over online buyers India
is behind average of global online buyers but numbers of online buyers from India
are huge. The latest data presented by NASSCOM shows that growth rate of Indian
e-commerce customers is 19%. Leading online buyers/ e-commerce users in India
are from urban areas like 4 metros Delhi, Mumbai, Bangalore, Kolkata and the
major cities like Pune, Ahmedabad. In urban internet penetration is 68.84% and
from rural area penetration is 20.26%. There is a scope for e-commerce to increase
in rural India as the internet penetration is increasing in rural area as per the CAGR.
Sharma (2017)52 in their studies “prospectus of e-commerce in India” indicated that

there is a tremendous growth for e-commerce in India. Up course all areas of
business are showing interest in e-commerce and people are also responding to
them. We can take an example of travel industry and real estate they have already
demonstrated the growth and in future sky is the limit.
According to Sharma‟s research online websites in India Flipkarts is most visited e-

commerce websites with 25% visitors followed by Myntra16% and Ebay 16%.
Homeshop 15% and Snapdeal 14% are also visited by e-commerce consumers.
Frequency of online shopping of products according to the research published in

2009 are Electronics 30%, Movie Tickets 29%, Clothes 17%, Books 12%,
Cosmetics 10% and Furniture 5%.
According to researchers study of literature review and present research survey the
percentage may be different but trend of shopping is almost same. Now most online
shopping frequency of products is Flight/Railway/Bus ticket is on top most with
approx. 44%. The second most buying frequency of product is for Movie/Concert
tickets with approx. 29%. Frequency of buying electronics is 17.6%. Buying of
apparels is 6.4% and others approximately 3%.
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It shows that the consumer buying behavior for particular products is there the only
frequency for that particular product is changed. The most important and common
factor is that consumers prefer to buy services as compare to physical products.
Leading newspaper in India Economic Times (2013) was written that “next billion
users will come from emerging markets and e-commerce areas”.
ASSOCHAM (2015)53 study also revealed that highest increase in e-commerce sales
growth in apparel of 69.5% in 2014 followed by electronic items 62%, baby care
products 53%, beauty and personal care 52% and home furnishing 49%.
The above trend has been slightly changed according to this study and highest sales
growth of Flight/Railway/Bus Tickets of 43.9% followed by Movie/Concert Tickets
28.83%, electronic items 17.83%, apparels and accessories 6.41% and others 3.2%.
This study shows the shift from tangible goods to intangible goods sales growth in
e-commerce industry. Consumers are buying services more from e-commerce or
online. The customer behavior of preference to buy services compared to products
attributes the convenience provided in case of services.
E-commerce penetration world Index:
Fig. 2.14 shows the penetration of e-commerce business worldwide by Global web
index. United Kingdom is having highest 77% population is using e-commerce
followed by South Africa 75% and Germany 75%. The e-commerce penetration in
India is 25% according to world web index report 2018.
Neeraj Jain (2016)54 “Offline retailers are concerned about the growing popularity
of online shopping as the new trend is gaining ground amongst Indian customers.
Most of the entrepreneurs are logging in to online portals to cope up with the
changing trend of shopping”. He said “e-commerce is a game changer for the
economy”.
32
e-Commerec Penetration
Egypt
India
South Korea
Philipines
Portugal
Indonesia
Mexico
Turkey
China
Argentina
Brazil
Russia
Vetnam
Saudi Arebia
Italy
Belgium
Canada
Poland
HongKong
Shingapore
Spain
Malaysia
Austrelia
Ireland
NewZeland
France
Thailand
UAE
Japan
Netherland
Taiwan
USA
Sweden
Germany
South Africa
U.K
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Fig: 2.14 E-commerce penetrations 2018. (Source: GlobalWebIndex)
33
The author is a founder of „Zopper‟ online retail shop and expert in online media
marketing. Above statement indicates the importance of online presence of
marketers. He also mentioned in his studies that online presence also help to
increase offline retailers business. It benefits in both the ways to increase walk-ins.
Challenges in e-commerce business:
Every business has their strength and weaknesses itself. The researcher after
rigorous literature review noted some challenges in e-commerce business. There are
different challenges at different stages such as scaling and profitability, Tax
framework, Technological barriers, Platform, high cost of logistics, cyber
theft/payment thefts, and long customer acquisition process. After implementation
of GST it is expected to enhance operational efficiency in tax regulations in e-
commerce industry. GST will shape tax structure, simplify interstate goods transfer,
compliance and tax refund easier.
2.10 Effectiveness of Digital Marketing:
Yasmin (2015)55 in his research study analyzed the various elements of digital
marketing, comparison between traditional and digital marketing, effects of various
forms of digital marketing on the firm‟s sales and various advantages of digital
marketing to the customers.
The author taken various platforms like e-mail marketing, online advertising, social
media, text messaging, affiliate marketing, search engine and pay per click (PPC)
for study and noted the SEO, online advertising, social media and email marketing
have positive effect on firms sales and other ways have low impact on sales.
Researcher reviewed the results and it has been observed that the study was based
on firm‟s data base and outcomes are based on advertising firm‟s database. As
researcher is done research based on consumer point of view. The result will be
purely based on e-commerce consumers. The channels of digital marketing revised
and taken most appropriate after rigorous literature review.
Attitude towards Digital in India:
The attitude of net users towards digital is varies according to use, need,
communication platform and behavior. Everyone‟s perception is different in
different parameters.
34
According to Hootsuite; we are social (2018) the 79% users believe that digital
technology offers more opportunities than risk. The 77% use digital technology to
complete tasks digitally as compare any other ways and whenever possible. The
maximum people 83% are more conscious about data privacy and data protection.
The 60% people don‟t want to share their personal information and need privacy
from cookies. The 52% people don‟t want to see unnecessary promotional ads on
internet and mobile .They want to stop ads by using various tools.
Total Media Ad. Spending in India:
Earlier in India there was no trust on online information as it is treated as foolish
advertisements. No one was ready purchase online but the trend has been changed
tremendously within last 5 to 6 years. E-commerce industry has boost a trust on
online communication in India and it was helped to boost digital marketing.
Interaction on digital platforms is more comfortable to customers now. Even
marketers like Banking and finance sector are promoting virtual transaction to
minimize the ques at bank branches. This is possible mainly because of internet
access available in India and affordable cost of smartphones. Changing pattern of
lifestyle is also one of the reasons for increase online shopping.
Fig 2.15 Total Media Advertisement spending (in Billions).

Source: eMarketer 2015
35
DigitalVidya (2018)56 The report of International Journal of advanced Research
Foundation for the period of 2013 to 2018 showed the tremendous growth in e-
commerce and Digital Advertisement as shown in Fig (2.15).
The ad spending on Digital marketing and Mobile marketing has been increased as
34% of total Ad spending and it is projected to reach at almost 40% in 2019.
The above outcome indicates that the use of digital is excellent according to
people‟s response but the same time people are having some doubts in their mind.
They are not using digital communication with full potential because of the fear in
their mind regarding personal information, transparency and privacy factor. The
research students must find out the reasons of doubts in their minds and appropriate
scientific process to be made aware to protect their personal interest. It will help
people to believe more on digital communication and they will use this in full swing
to get maximum use for themselves and ultimately it will help to increase their
productivity by using digital technology.
According to various reliable data providers like Internet World, ITU, Internet Live
Stats and CIA the internet penetration has crossed more than 50% against total
population of World. The usage statistic of internet is 61% users every day, 26% at
least in a week,11% once in a week and 2% people are using internet less than once
in a month. It shows the positive attitude towards digital as the frequency of use is
good. One more indicator is that most of the people are using smart phones to
access the internet. Google.co.in, gogle.com, facebook.com, youtube.com and
googleweblight.com are the top most visitors‟ traffic pooler websites on internet
world. After that xvideos.com, amazon.in, Wikipedia.org and Flipkart.com are the
most crowed (traffic) pooler websites on internet (Alexa rankings).
According to google consumer barometer (Jan 2018) the use of electronic devices
for online activities are 17% people are using internet for use of search engine, 25%
people are using internet to visit and spend time on social network sites, 5% people
are using to play games, 19% people are watching videos and 5% people are using
internet through various devices to look product information online. This research
conducted for adult among national internet penetration population.
36
Most active Social media Platforms:
Most active social media platforms in India according to Global Web Index are
Facebook, YouTube, WhatsApp, FB Messenger, Instagram, Google+, Twitter,
Skype, LinkedIn, Printrest, Hike and Snapchat. See Fig 2.16.
These are the social media sites and apps popular throughout the world in audience
are using. The different Social Media platforms are popular in different countries.
The Facebook is almost used every corner of the world and is the top most popular
social media site among all. YouTube video share site is on second position among
social media user all over world.
In Messenger WhatsApp is on top to send text, audio and video messages and new
added feature of video calling one to one and most recent feature of group calling in
five users. Facebook messenger is on second position in message app.
Most Active Social Media Platforms
Snapchat 10%
Hike 10%
Printrest 11%
LinkedIn 15%
Skype 15%
Twitter 18%
Google+ 19%
Instagram 19%
FB Messanger 20%
Whatsapp 28%
YouTube 30%
Facebook 30.20%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00%

% of use of platforms
Fig. 2.16, Most Active Social Media Platforms (Source: GlobalwebIndex.com)
These are the social media sites and apps most used at present in world according
survey and reports.
37
Effectiveness in Education Management:
Dhote (2015)57 and others done research on consumer perception with reference to
digital media communication and the factors influencing decision making related to
academics. Research questionnaires designed to analyses decision making of
consumer perception, preference, and experience and influencing factors.
He stated his results as the Digital media impact is very high in the age group of 20-
30. Almost 98% respondents of his research study using digital media to get at least
some kind of information and 55% are influenced because of information collected
from digital media. He also stated that the Facebook is most effective with 31% and
followed by LinkedIn, Discussion forums, Review sites, YouTube, blogs and
Twitter in decision making. Before purchase 94% respondents checked through
google search and 68% through company website and 65% via e-commerce portals.
For employment decision LinkedIn is the most preferred decision making media.
For education related decisions most of the people preferred institutional websites
(93%) for admission related decisions and followed by search engine (84%).
This research shows that people prefer different tools for different purposes. It also
indicates that the platforms are more specialized than general. Those they have
more or less same features but they are dedicated or preferred for some specific
purposes. But the main finding is digital media influence purchase decision making.
Impact of Digital Communication and Digital Marketing in government

strategies:
Mr. K. Ashok Kumar Member of Parliament from Krishnigiry of Tamilnadu and

Mr. Nalin Kumar Kateel from Dakshin Kannada of Karnataka constituencies asked
questions on Digital India, Internet and Telecom progress in India. The questions
answered by Minister of State Information Communication Mr. Manoj Sinha have
thrown a light on the impact of communication technology and digital marketing
related to government strategies, government administration and people in large.
Government of India Loksabha Q.83 (2017)58, the questions Tabled in parliament in

2017‟s winter seasons are as follows;
38
(a) Whether low internet penetration in India has adversely affected Digital India
initiative and less cash economy and if so, the details thereof;
(b) The percentage of internet service users in India, both mobile and landline, State
wise;
(c) Whether the Government has assessed the need to augment telecom
infrastructure so as to provide internet services in villages, small towns and cities;
(d) if so, the details thereof along with the present status of the internet accessed in
villages, towns and cities, State wise; and
(e) Whether the Government is taking steps to make available quality internet
facilities through various ways to enable the people to easily take part in the
digitized world and if so, the details thereof?
Loksabha questions result15(2017)64, all these questions are related to internet

penetration in India and the most valued dream project of Prime Minister as „Digital
India.‟ These questions helped to understand the development of digitization in
India and initiative taken by government in future plan as well. This project is
helpful to increase awareness and use of digital marketing and e-commerce
business.
The Minister of State for Information and Communication Mr. Manoj Sinha has
given reply to the above question in Parliament House on 8th Feb 2017.
INTERNET PENETRATION
(a) Internet connectivity is being strengthened for less cash economy. Low internet
penetration can affect Digital India initiatives. In the absence of internet facility to
the users, e-Governance services are not accessible to them.
(b) Service Area wise details of the percentage of the internet subscribers including
both mobile and landline, as on 30.09.2016, as reported by Service Providers to
Telecom.
Regulatory Authority of India (TRAI) are enclosed at
39
(c) & (d) The Government has assessed the need to augment telecom infrastructure
to provide internet services up to Gram Panchayats and the BharatNet project has
been planned to be implemented in 3 phases for this purpose. This project has been
planned to establish the network infrastructure by connecting all Gram Panchayats
(approx. 2.5 lakh) in the country by using an optimal mix of underground fiber,
fiber over power lines, and radio and satellite media for providing broadband
connectivity by all categories of service providers on nondiscriminatory basis.
Under first phase of the BharatNet project, 1 lakh Gram Panchayats (GPs) are to be
connected by laying underground OFC by March 2017.
Under second phase, connectivity will be provided to remaining 1.5 lakh GPs in the
country using an optimal mix of underground fiber, fiber over power lines, radio
and satellite media, by December, 2018. Future proof network with ring topology
between districts and blocks and blocks and GPs will be implemented in Phase III.
The question asked on internet and use of digital facility to grass root level is
indication of government of India‟s plan to connect villages by broad band internet
connectivity. The government understood the importance of digital communication
in administrative communication to provide ease to offices and citizen services.
Earlier there was problem of internet connectivity to implement digital services in

government offices as the important citizen services are available online only. After
demonetization of currency notes in India government is promoting cashless
transaction by various ways and the campaign is going on for “Cashless India,”
“Cashless Village.” The answer of the question is on the ground of demonetization
issue to be overcome by the way of cashless transaction using internet service
facilities being provided by government up to Gram Panchayat level by
underground OFC. Government assessed a need of telecom infrastructure for
connectivity. Bharat Net Project has been taken up to connect 2.5 lacks villages in
three phases by underground fiber, over line fibers and radio satellite media.
Assessments of Digital Marketing Impact with some references:
Our study assesses the impact of digital marketing on e-commerce business. We

classified ecommerce users in four broad areas; individuals, entrepreneurs,
enterprises and the government. We have studied and reviewed impact on all these
40
areas in brief. The assessment of impact on all areas at a time can be vast but we
cannot avoid the impact on all these type of e-commerce. We have included brief
study, information collected on all types but study of all area in detail with analysis
of impact on all areas can be a tough assignment. As the impact on e-commerce
business consumers, it is a vast study. Actually we cannot restrict this study to any
particular geography, region or area as the study is universal type. The area of
study is emerging and to cover the technological upgradation as well. This is a
unique research area where we are finding marketing impact but the instrumental
area is related to technology hence we have to cover functioning of technology
related to „digital marketing‟ communication.
Furthermore, our Researcher also review in this study that men dominated internet
users in India with 71 percent to women‟s 29 percent. It is going to change in
present days in percentage but the men domination in internet users is there.
To assess and compare the digital impact on economy we have studied GDP index
to measure the contribution of e-commerce or internet to a countries GDPs. We
measured world e-commerce platform separately because it plays an important role
for consumers and retailers in countries e-commerce ecosystem. The e-commerce
platform index (eCP) assesses the health of particular countries e-commerce
ecosystem.
Using expenditure method the contribution of e-commerce measured as the

proportion of GDP can be attributed. Also the e-commerce platform index
demonstrates e-commerce enablement based on online payment capacity, its parcel
delivery system and internet readiness.
Consumers: Study indicates that individual consumers benefit the most from e-
commerce in many developing and developed countries. Access to free web
services, communication tools available on minimal cost. In addition the internet
creates social impact in developing countries by enhancing key areas of
development like education, health, judiciary and overall administration.
Benerg (Aug 2017) said that the consumers are leaders in the era of digitization.
The goal of any company is to provide better experience to consumers. Better
experience creates loyalty and gives feedback. The consumers are exploring new
41
buyer experience with online transactions and shopping experience. This ear is also
called “Information Age” as the customers want to know about product and services
before purchase of product.
The customers are reading reviews, features and price comparison on line and then
they are taking buying decision for that particular product or services.
Ex. Hotel booking through Trivago, e-ticketing and electronic shopping through e-
commerce website gives comparative analysis and price comparison experience
through online information search.
Government: government can take an advantage of digital technology to reach

maximum peoples with improved results. Delivering government services through a
digital platform with the support of IT infrastructure access enables productivity
and improved access of government in remote areas. Possible social impact created
through enabling transactional services through digital technology like registrations,
tax payments, providing information for public benefit and policies, info about
critical and primary services of government such as public health and safety.
GST is also a major impact to use digital connectivity to everyone working in

corporate, government and social organisations. The GST has forced everyone to
use latest technology to use and get benefit of it. The overall working is automated
by government and it will make a miracle even in in Indian Industry.
Entrepreneur: Andrew Broadbent (2015)59 concluded his article on tips for digital
marketing for entrepreneurs that, earlier digital marketing was considered fit for pre
product launching campaign. The creation of content, blogging, branding and
awareness of products was considered secondary by entrepreneurs and it is
completely wrong way of thinking. Now customer‟s first expression must come
through internet and media activities long before the actual introduction of product I
market. If entrepreneur don‟t have this experience then they could causing problem
for themselves.
The point is to start online marketing and branding of product at the time of product
research and product development itself. Means the digital marketing lifecycle also
starts from product research and ends with customer satisfaction.
42
In future or even now a day presence of business on virtual world has become must.
Zatakiya (July 2017)60 observed that most of the entrepreneurs in early days ignore
marketing as they are not considering it as urgency and considering as out of budget
and as a liability. “However if done in the right way digital marketing can be a huge
boon for start-ups.”
Enterprises: Digital Marketing teams emphasizes speed, creativity. IT values,

stability and security to enterprises. The main feature of digital marketing team is
working cross functional teams together for quality work and better output.
Rik Walters (Sep 2016)61 “after lot of discussions with marketing executives from
Silicon valley to New York, to Munich, Germany it is clear that now digital is the
lead dog in corporate marketing strategy”
Now a day it is so critical for every organisation to have leadership that can
optimize team performance and better results and it depends on the process
accepted by your organization to implement the plan. Earlier the digital marketing
teams was doing copy and proactive. Now digital marketing teams do expected
changes, focused and flexible in accepting strategies. Today there are lots of
positive trends in digital marketing and enterprises are entering in to more
consistent and productive plans. To build strong digital strategy it is necessary to
work on digital literacy across the entire organisation. The digital leaders continue
to sharpen their impact of their digital team by continuing staff development,
resources and influence.
Digital marketing is critical to success but the future of organizational growth is

depending on digital marketing.
2.11 International Prospective of Digital Marketing on e-

Governance:
Kelvin (2012)62 “ICT-based tools to provide access to legal information are not
only necessary to keep up with the needs of the modern networked society, but they
can also foster new reasoning methodologies to improve the services of Public
Administrations”.
43
Digital Communication is an innovative and unavoidable way of communication
through various digital channels to reach the target audience. It is the key of
effective communication with minimum cost. It is the best way to send right
message to right person at right time. It‟s two way communications to interact with
people at large base. In this world, World Wide Web‟s internet age online presence
is must to specify existence of any organisation, online presence is compulsory. So
it applies to government as well to help them to grow to next level. Government
sector have challenge to deals with large base audience. Private sector is using
various digital communication channels to be in touch with their customers and
getting maximum benefit out of it. Same time people are expecting entire
information about government schemes, services, facilities, feedback and query
solving online. So to solve these problems and to meet the expectation of
youngsters, techno-savvy civilian‟s use of digital communication in government
sector is the effective way to reach audience and to aim for new success in Digital
World. Governments are facing increasing demand and expectation from citizens
about range and quality of public services. And the same time government has to set
their political objective to achieve greater trust in government responsiveness,
transparency and greater engagement services. Governments must have capacity to
provide those services as the demand for these services is on rise as the capacity in
some particular areas is on decline in some particular areas like rural areas.
Modern technique of communication provides the promise of knowledge based

economy and rapid national economic growth. This era of globalization brings hope
to use new technologies to overcome many complexities in 21st century. The
mission of government is to design and implement strategic, evidence based
innovative policies to strengthen public governance, respond effectively, deal with
economic and social challenges and deliver government‟s commitments to citizens.
Digital communication offers for more collaborative and participative relationships

with all stakeholders to shape political priorities, designing public services,
effective delivery of services and highlighting changes to public sector boundaries.
This new technological approach needed to shift government centric approach to
citizen centric approach. The challenge is not only to introduce digitization in
government but it should be more transformative to integrate use of digital
44
communication in public sector. Digital communication will play key role in
transforming public sector at large, to increase productivity, service quality and
delivery in public welfare areas. Digital technology oriented communication is also
assistive to labour saving solution in public sector.
New digital technology emphasizes on speed mobility in the way we live, work and
interacts with each other. They are providing unprecedented opportunities for
government to enable them to transform their complex bureaucracies to become
more agile, citizen centric and innovative. Many countries have launched their
digital campaigns/strategies in last five years but definition of digital vary for being
an umbrella term for a set of technologies and their applications to a new way of
public service delivery to the concept of digital society. Like never before all
governments are experimenting with innovative, technology enabled services and
delivery models which are starting to transform the way of communication.
The term „digital‟ is often a source of some confusion. The „digital‟ is considered
as a broader term for corporate values and practices made opportunities available by
internet. While technology is simply an enabler- social media, mobile, analytics, big
data, cloud, how it is procured- „digital‟ is not just technology.
“Digital means applying the culture, practices, processes and technologies of the
internet era to respond to people‟s raised expectations.” -Tom Loosmer, Former
GDS-er.
2.11.1 Digital Governance:

Khedkar (2018)63 according to this research paper insights are given on government
strategies related to digital communication and its impact at global prospective.
Research covers the details about digital civics and digital citizen services provided
by various countries globally in reference with the countries like Brazil, United
Kingdom and India.
We see the digital governance is the maximum use of electronic channels of
communication and engagement activities to improve public satisfaction in service
delivery enhance economic competitiveness, increase new level of engagements,
trust and productivity of public services. A digital governance encompasses to a
scope of digitization from core digitization of public services to digital
45
infrastructure, governance process of front and back office transformation to deliver
new way of communication.
The Indian government‟s initiative „Digital India” is growing affordability and
usage of smartphones and internet penetration in rural India. Rapid growth of
digitization strengthened the digital infrastructure.
2.11.2 Digital Communication and e-governance:

Access and governance are the two fundamental pillars of national digital
communication policy that aims to provide access to open, inclusive, secure and
trustworthy internet. Many countries face the challenge to implement digital
communication. Access to internet in many developing countries is limited because
of basic infrastructure problems. National digital governance policies and bodies
address technical, economic, political and social issues, privacy policy, human
rights, and access to information, protocols, interconnections, internet names and
numbers. Different countries created different innovative initiatives to deal with
access and governance challenges. To be effective, national digital policy must
include specific and relevant targets and that should be measurable, realistic and
achievable. The national digital plan for Colombia is a key for access and use of
internet across the country.
Rawanda developed National Information and Communication infrastructure plan
Vision-2020 that ensures access for all Citizens. The plan refreshed, updated and
revised every five years. To tackle digital infrastructure problems many countries
take support from Public Private Partnership (PPP) and encouraged private
investments to make access universal and affordable. The secret of success of
Colombia and Rawanda in the implementation of digital communication
infrastructure is PPP. Another key factor of success in many countries is
geographical consideration like urban and rural. Apart from the access and coverage
of internet, it‟s important to assure the quality, speed and reliability.
E-governance is a valuable ICT tool to reach a wider population through various

online service deliveries and options including mobile devices. The benefit of the
new technology is the maximization of rapid and effective information transfer to
communities and individuals. Despite of the benefits it already offers “e-governance
46
initiatives should look for ways of enhancing people‟s participation in policy
decision-making and other governance processes” (Raúl Zambrano, 2013).
Half of the population of world is under the age of 30‟s and live in cities, global
penetration of mobile is increased, one third of society use internet, but one fifth
still below poverty line. The world is urban, mobile, increasing digital but still
unequal. Making youth as a working partner can help to increase productive
citizens. After all youth is major human resource and key economic growth factors.
Daniella Ben-Attar and Tim Campbell⁠ have identified a framework for youth and
ICT-enabled governance. Their research shows how mobile platforms, the most
important ICT tools that affect youth, can enhance their engagement in local
government affairs and foster inclusiveness and responsiveness. Through crowd
sourcing, geo-referencing, and communication networks, youth are leading the way
in political participation. Digital government has concentrated on e-portals and
access by citizens to government services, such as licenses, permits, and records.
These early developments were characterized by the generic term „e-government‟,
which concentrated on increasing the efficiency of government operations and
services by using internet.
2.11.3 Digital Civics:

Civics involves the study of citizenship, educating the citizens about rights, duties
and role, ethics, legal code, justice, governance process, balance of power. Digital
communication transforms civic activities and allows people to dialogue, make
decision, policy making and monitoring compliance. There are plenty of
opportunities to citizens with the help of digital communication.
Goals of digital Civics are openness and transparency, interaction system,
comprehensive participation, solidarity as a mission and use ICT as a media.
There are three components of digital civics, Knowledge platform, Ecosystem of
interaction and interface for governance (shown in fig. 2.17).
47
(Fig.2.17 Digital Civics. Photo curtesy FUPOL)
According to United Nations e-government survey 2016 India is grouped in middle
E-Government Development Index (EDGE) (.25 to .50). E Government ranking of
India is 107 by UN.
Accenture research on Digital governance revels that most governments in 10

reference countries noted their digital agenda. Through the combination of strategic
vision and citizen centric implementation vision, these countries are continuing to
get digital advantage. Singapore and Norway are leading in three-pronged strategic
path (fig.2.18). Countries in cutter categories scored low based on Citizen
Satisfaction services. Despite the challenges, these countries are implementing
strong implementation digital solutions for social progress.
However, the developing countries like India and Brazil in the builder‟s category
planning to meet citizen‟s expectations and trust in service delivery.
48
Country Ranking of Digital Governance
8
0
Singapur Norway UAE South Saudi United United India Germany Brazil
Korea Arebia States Kingdom
Fig.2.18 Digital Governance of Countries. (Data source by Accenture survey)
Governments Digital Principle for Citizens:
1- To understand better the priorities of citizens and communities.

2- To plan for long term not for few years only.
3- To provide services in cost effective way.
4- E-participation and coproduction of services.
5- Design a clear digital strategy.
6- Delivering better public services by optimizing available financial resources.
2.11.4 Government Digital Strategy in UK:
On the eve of the Barcelona Smart Cities Expo where 600+ municipal authorities
from across the world will gather to showcase the latest trends in the use of digital
technologies and discuss the common challenges facing them in the future, it is
timely to consider how UK local government is responding and planning for the
digital revolution. Connectivity, Digital Skill, Digital capability, Digital Sector
Business, Wider economy, Safe & Secure cyber space, Digital Government and
Data are the fundamentals of UK‟s Digital strategy.
As Cabinet member for Finance, Technology & Growth at the London Borough of
Camden and Chair of new ICT Shared Services Board with Islington and Haringey,
49
over the past few years I‟ve been considering how digital transformation can be
better progressed across local government interviewing leaders of councils, cabinet
members and councillors, chief information officers, chief executives and senior
officers.
British government is increasing spending and moving to integrate healthcare and

social care brings future spending into scope by bringing a new set of digital
economy challenges and opportunities. Across England and Wales 375 local
authorities and over 18500 elected Councillors undertake digital work by setting
down a vision, principles, and programs to make expression of leadership through
permissive approach towards technology and Innovation. British government is
continuously working on transforming public local services by setting and
continuously changing/upgrading digital strategies. Some authorities have
incorporated digital thinking as a core business plan to develop their approach.
British governments approach and vision of strategies are Improving Online
Transaction, Digital Inclusion and Better public connectivity through broadband
and Wi-Fi focus on SMART CITIES. UK is planning to build world-class digital
infrastructure.
British government invested public funding of £1.7 billion to deliver broadband

across the country and 95% of UK premises now can access superfast broadband
and additional fund arranged to extend these services with 600000 more premises to
be benefited by 2020. Government committed that everyone can access fast, reliable
broadband and introduced a new broadband Universal Services Obligation (USO
report) by 2020. USO gives right to request affordable high-speed broadband
connection to every individual, business and public premise at reasonable cost. The
Legislation enable the Digital Economy Bill is currently before parliament.
Government also invested £5 billion to improve mobile coverage and report
(Ofcom) shows that 99% of UK premises have indoor voice coverage and 96%
have 4G data coverage. The reports shows that geographical coverage of 4G data
increased from 48% to 72% in 2017 and set to increase further. As per the National
Infrastructure Commission report connectivity is essential to talk, text and data
must be available wherever we live, work and travel. All four mobile network
operators must reach at least 90% landmass coverage by the end of 2017. UK train
50
network is providing Wi-Fi across the UK train routes and forecast 90% passengers
journey with broadband connectivity. Governments future planning of full fibre and
5G connectivity by delivering ultrafast speed and it will play crucial role in future
development. Being a world leading digital economy UK government ensure that
digital skill of society and workforce.
Digital Library: Digital libraries tackle the barriers by providing networks to

accessible locations, free Wi-Fi, Computers and other technology. Half of the UK
residents have library card and 35.8% people staying in the remote area visits
libraries and trained staff support and volunteers support people.
Digital Skills: England was the first country in the world to introduced mandatory
computer teaching in school curriculum. Training provided to teachers for
professional and updated knowledge in computing. Apart from formal education
there are number of innovative programs for young people to develop their digital
skills, like 5000 code clubs, Raspberry Pi Foundation and BBC make digital
program in partnership with 25 organisations. Pi Foundation and NCS build skills
for work life, take new challenges and make new friends.
Lifelong Learning: Rapid change in technology need to upgrade skills across

working lives. Therefore, it is essential for people to develop their digital skill even
after they have finished formal education. Free digital skills training made available
for adults.
Digital skills for digital jobs: To maintain position as leading global digital
economy UK develop a range of digital skill specialists for specific digital jobs. UK
introduced new innovative Digital degree Apprenticeship program from National
College of Digital Skills opened in 2016 and funded by UK government.
Cyber security skills: To understand the cyber security issues and to identify
needed action UK government developed Cyber Security Skill Strategy with the
help of academia and industry.
51
Business oriented digital skill Programs:
Many industries working on digital skill challenges some of them are;

Microsoft launched program to train 30000 government servants on digital skills
and cloud skill initiative to train 500000 people by 2020.
Google offers five hours free digital skill training to anyone in UK.
Amazon Web Services (AWS) started free training and job placement program in
UK for young adults.
Lloyds bank‟s has 23000 digital champions working on digital charities to provide
digital skill training to people of UK.
HP runs Digital school Award program for schools.
Accenture‟s Skills to Succeed Academy provides online learning solutions for

youngsters to help them to build confidence and employability in partnership with
Department of Work and Pensions, National Careers Services. Career Wales &
Development Scotland and 100000 people trained across the UK.
Cisco networking academy provides IT skills and building material supports for
learning institutions and individuals.
Apple‟s everyone can Code is a new approach to coding that lets everyone learn,
write and teach coding. Apple teacher program is free professional learning
program for teaching and learning.
UK is providing better services from schools to hospitals to police services,

following are the sets where UK government investing in new technology and new
way of working:
Health Care, Tax, Education, Transport, Digital Signalling, Smart Ticketing, Rail
Data, Energy, Policing, Justice, Prisons, Welfare, Diplomacy, Culture and
Digitisation of the planning system.
52
2.11.5 Government Digital Strategy in Republic of Brazil:
Brazil developed a multi stakeholder governance model to engage different sectors

like civil society, government, academia and industries. It‟s concrete example of
effective multi stakeholder governance for any country. Government created non-
regulatory governance body Brazil Internet Steering Committee (CGI.br) and is
responsible for most internet related issues. Brazil network Information Centre was
created to implement CGI‟s decisions and projects it involves certain rights and
obligations. CGI represents the members from Government, Corporates, Civilians
and academia. All stakeholder representatives present their views conclude the
issues and then work to achieve mutual understanding of problems.
Brazil government is developing various plans for transformation of digital

economy. Data privacy bill is going too passed in 2018 and it will have impact on
cross border data flows. According to Accenture, survey Brazil is one of the top ten
economies in the world. Technological invention impacts the productivity and
GDP. The Ministry of Science, Technology, Innovation and Communications
(MCTIC) announced Strategy for Digital Transformation and set the guidelines for
the digitalization of the Brazilian economy and society in the coming years and
aims to create a favourable environment for finance, industries, agriculture,
commerce, and transportation and logistics services, through the advancement of
digitalization in productive processes. For effective implementation initiated
network infrastructure and internet access, research, development, and innovation,
reliability, professional education, training and the international dimension.
Brazilian Development Bank, MCTIC and consortium companies developing
National Internet of Things (IoT) plan. This focuses on analysis of international
practices, creating benchmark initiatives in technology in Brazil.
Brazil Government is helping people and economy by adopting following digital

strategies,
1) Openness, transparency and inclusiveness in government operations
2) Engagement and participation in a multifactor context in policy making and

service delivery
53
3) Leadership and political commitment
4) Protecting privacy and ensuring security
5) Creation of a data driven culture and rapid digitization of society
6) Effective organizational and governance frameworks to coordinate
7) Strengthen international cooperation with other governments
8) Development of clear business cases
9) Reinforced institutional capacities
10) Procurement of digital technologies
11) Legal and regulatory framework
2.11.6 Government Practices of Digital Communication in India:

In India e-governance steadily evolved from computerization of government offices
and records to focus on citizen centric services and transparency. In 2006, the
Department of Electronics and Information Technology, and the Department of
Administrative Reforms and Public Grievances formulated the National e-
Governance Plan.
(NeGP), providing a boost to the e-governance process in India. The NeGP aims to
improve the delivery of government services to citizens and businesses with the
following vision:
UID is a great achievement of Indian government towards digitization. India
recognized the potential of digitization and leveraged various services through
digitization.
Adhar is world‟s largest biometric base digital identity system, has provided
opportunities to government and private sector to provide citizen centric services and
platform for digital transactions. Adhar is the only unique identity card across India.
In Indian earlier there was a lack of a valid identity among most of the population and
created limitation for the beneficiaries to get access to basic government benefits, such
as education, pensions, rations, subsidies, health and scholarships.
54
Fig 2.19 Digi Locker, Digital India‟s Initiative (Source: Digital India govt. website)
Academic certificates, digital Adhar, driving licence, vehicle registration, LPG

vouchers
Government of India launched Digital India a flagship program to ensure the
government services must be available electronically with improved IT
infrastructure. The initiative includes connecting all villages by fibre optic high-
speed internet service and Pradhanmantri Gramin Digital Saksharta Mission.
Digital India is a dream project to transform India in to Digitally empowered

society and the core areas are i) Development of Digital infrastructure ii) Delivery
of Govt. services Digitally iii) Digital Literacy.
New services provided by government under this initiative are Digi Locker, e-
education, e-health, e-sign, e-sampark, digital attendance, go-cashless and
national scholarship program.
2.12. Research Gap of the study:
There are not enough studies conducted in the area of digital marketing and this
area of study needs continuous upgradation as the technology upgrades every day.
55
This chapter presents a literature review of digital marketing and its impact on e-
commerce business consumers. The review covers 86 no‟s of books, thesis, journal
articles published from 1995 to 2017 on internet marketing, online marketing,
digital Marketing, business and management, information communication and
Technology and e-commerce. Research reports by authentic bodies, websites and
various government reports on digital technology also referred for review of
research study.
The study of Kitchen PJ is more focused on comparison of traditional verses offline

sale and marketing communication. He also emphasizes on importance of integrated
communication by using new ways. But there is no focus on digital on online
marketing study.
The Chris Fill gave weightage to engaging audience. Also given information about
digital media devices and basic information about digital marketing channel but
study needs more information, use and impact of digital channels to understand
exact use of digital marketing channels to consumers. Effectiveness of digital
marketing channels and comparative study of channels is also necessary.
It is academically correct as all digital marketing ways are direct. It is many more
than that as it collects data, personal details, segment audience, send tailor made
messages, according to public interest, measures daily output and return on
marketing investment.
Actual effect of digital marketing on e-commerce buying from consumers must be
analysed. Most effective ways of digital marketing communications must be
analysed. And comfort level of consumers and marketers, trust level, convenience
and affordability at consumer and marketers level is needed to be more highlighted
in study. There for impact of digital marketing on buying has to be analysed and
best optimum use of digital marketing in different situations must be increased
through further study.
The present study is more focused on comparison of traditional verses offline sale
and marketing communication, also emphasizes on importance of integrated
communication by using new ways. The result shows that major increase in
research on Digital Marketing and e-commerce area in last 5 years and it will
increase in future. Maximum research conducted in US, UK and European
56
countries. More research was conducted focusing on marketer‟s data and in this
study the focus is actually from e-commerce consumer‟s response.
The study needs more information, use and impact of digital channels to understand
exact use of digital marketing channels to consumers. Effectiveness of digital
marketing channels and comparative study of channels is also necessary.
Actual effect of digital marketing on e-commerce buying from consumer‟s point of

view, effective ways of digital marketing communications, comfort level of
consumers and marketers, trust level, convenience and affordability at consumer
and marketer‟s level is needed to be more highlighted in this study.
It is equally important to check the efficacy of digital marketing. Only then the
investments in digital marketing can be justified. This research study is conducted
with the objectives to flash new insight in this area of study to find best strategies of
digital marketing in e-commerce business.
This review will be source for anyone interested in Digital Marketing and E-
commerce research and will support to create further interest in this area. Apart
from researcher it will add inputs to business houses those who are in e-commerce
and other using Digital Marketing strategies for business. This research will be a
guideline for techno savvy, digital users.
2.13 Conclusion:
The purpose of literature review is to analyse existing knowledge of Digital

marketing, e-commerce business and impact of digital marketing on e-commerce
business. Various studies taken place on digital marketing and online marketing
focusing on e-commerce business data and digital marketing agencies data. This
study purely based on e-commerce consumer‟s response, attitude and satisfaction
level as well influence of digital marketing on buying behaviour.
57
CHAPTER NO. 3
SCOPE, OBJECTIVES AND

HYPOTHESIS OF THE STUDY
3.1 Scope of the Study
3.2 Objectives of Research study
3.3 Hypothesis of Research Study
3.4 Pilot Study for Preparation of
Questionnaire
1
CHAPTER NO: 3
SCOPE, OBJECTIVES AND HYPOTHESES OF THE STUDY
3.1 Scope of Study:
The title of the research study is “A study of the impact of „Digital Marketing‟ on e-
commerce business” it indicates that researcher under this research study focuses on
use of digital marketing, channels of digital marketing, frequency of e-buying and
its impact on e-commerce buyers. The consumers having internet access and
devices like mobile, computer, tablets and experienced online buying/ e-buying are
the major area of study. Impacts on end users, e-buyers are evolving the sign of
development in e-commerce business.
As the title clearly indicates that this study of digital marketing is vast and its scope
is wide. The study will be conducted in Pune region as the Pune city is vibrant and
cosmopolitan having students all over India and abroad and being a major IT hub,
employees from every corner of India and abroad, automobile hub known as Adroit
of east and very well versed with e-commerce is a true representation for research
study.
The consumers having internet access and devices like mobile, computer, tablets.
These factors are evolving the sign of developing world. It shows the rate of growth
of internet usage and indicates that developing countries of the world are fast
approaching the rate of internet access of the business world.
The use of smart mobile phones and internet penetration via mobile is the major
reason for the growth of developing world. The smartphones provides easy
connectivity with affordable cost. A much cited 2014 study by the Group Special
Mobile Association (GSMA) states‟ “The developing world overtook the developed
world in terms of smartphone connections in 2011 and today two phones out three
on earth are smartphones according to new study. The prediction is that by 2020
four out of every five smartphones will come from developing world.
Kotler (2010)12 According to Philip Kotler and Armstrong 4P‟s model helps to
reach marketing goal and it is being used better in Digital Marketing effectively.
2
Therefore, there are opportunities to continue high revenue potential for business
worldwide through digital marketing. Direct and digital marketing of products or
services were used to support direct marketing or vice versa or provided as a
standalone strategy. This will provide important benefit to the society and economy
of developing and developed countries. In some areas, domestic commerce is not
highly developed in that area prices may be high and limited variety and quantity of
products available in selected retail shops. Providing an option of e-commerce
through digital marketing is a great benefit to the local consumers.
The development of digital marketing and e-commerce benefits the economy by

creating new and more jobs in the new sales medium.
It is beneficial for small and medium size enterprises. They need well-known think
tank and these small-scale industries are important part of the economic
development of countries. Digital marketing and e-commerce industries will play a
crucial role in future growth, innovation and prosperity.
Considering the rise of e-commerce business and the need of digital marketing to
promote product and services there is a huge scope for research in this innovative
area. It would definitely the road map to the e-commerce business, Digital
marketers and individual e-commerce consumers.
3
3.2 Objectives of Research Study:
The purpose the research on this topic is to find out appropriate solution to problem
which researcher identified above in „problem statement‟ after rigorous literature
review. Researcher also understood to find out solution with the help of scientific
procedure. The aim of researcher is to find out hidden truth which has not been
discovered earlier. This research study has its own specific agenda and accordingly
the research objectives decided in broad prospective as follows:
1) To understand consumers attitude towards digital marketing
2) To investigate the influence of digital marketing on e-buying behavior
3) To understand the customer engagement in e-commerce
4) To examine the satisfaction level towards e-commerce in general of

consumers.
3.3 Hypotheses of Research Study:
On the basis of the objectives for the study the researcher has proposed the
following hypotheses for the study-
1. HYPOTHESIS-I. Digital Advertisement & Satisfaction of online buyers
H0: The attitude towards digital advertisements and satisfaction with the product/
service bought online are not significantly related.
service bought online are significantly related
4
2. HYPOTHESIS-II. Digital Marketing Channels and Frequency of e-
buying
H0: Digital Marketing Channels do not significantly influence frequency of e-

buying
H1: Digital Marketing Channels significantly influence frequency of e- buying
Sub Hypothesis:
H0a: Search engine does not significantly influence frequency of e-buying
H1a: Search engine significantly influence frequency of e-buying
H0b: Mobile advertisement does not significantly influence frequency of e-buying

H1b: Mobile advertisement significantly influence frequency of e- buying
H0c: E-mail channel does not significantly influence frequency of e-buying

H1c: E-mail channel significantly influence frequency of e-buying
H0d: Social Media Channel does not significantly influence frequency of e-buying
H1d: Social Media Channel significantly influence frequency of e-buying
H0e: E-commerce website/ Application does not significantly influence frequency

of e-buying
H1e: E-commerce website/ Application significantly influence frequency of e-
buying
H0f: Digital display does not significantly influence frequency of e-buying
H1f: Digital display significantly influence frequency of e-buying
3. HYPOTHESIS-III. Clicking Advertisement and Frequency of e-buying
H0: Clicking and following digital advertisement (on internet) is not significantly
correlated with the frequency of e-buying.
H1: Clicking and following digital advertisement (on internet) is significantly

correlated with the frequency of e-buying.
5
4. HYPOTHESIS-IV. Frequency of using internet and e-buying frequency
H0: Frequency of using internet and e-buying frequency are not significantly related
H1: Frequency of using internet and e-buying frequency are significantly related.
3.4 Mapping of questionnaire with Objectives and Hypothesis:
Objectives Hypothesis Question(s)
1. To understand H1: The attitude towards digital Question n. 7

consumers‟ attitude advertisements and satisfaction Question no.9
towards digital marketing. with the product/ service bought and
online are significantly related
2.To investigate the H2: Digital Marketing Channels Question no. 8

influence of digital significantly influence frequency and Question no.
of e-buying
marketing on e-buying 3
AND
behaviour H3: Clicking and following Question no. 6
digital advertisement (on and Question
internet) is significantly
no.3
correlated with the frequency of
e-buying.
3.To understand the H4: Frequency of using internet Question 1 and

customer engagement in and e-buying frequency are Question 3
e-commerce significantly related
4. To examine the H1: The attitude towards digital Question no. 9

satisfaction level towards advertisements and satisfaction Graphical
e-commerce in general of with the product/ service bought representation
consumers. online are significantly related
6
3.5 Pilot Study for Preparation of Questionnaire
Researcher analysed that pilot study is most important part in research study. This
research study conducted to aiming descriptive method of research. Researcher
prepared Objectives and Hypotheses after rigorous literature review linking with
title of the study. Researcher has prepared questionnaire linking with objectives and
hypotheses for testing.
Researcher conducted pilot study to identify potential problems and deficiencies in

study. The pilot study was conducted in the month of April and May in 2015. Pilot
study has done based on questionnaire to get the results for accurate study.
Personally visited to e-commerce customer place and contacted more than 200
respondents with structured questionnaire. Observed the ability of respondents to
understand instructions in covering letter and accordingly changed the cover letter,
Changed the terms, sequence and flow of statement in questionnaire. Length of
questionnaire minimized for convenient and focused results and to take less time to
complete the questionnaire. Researcher taken all the observations of pilot study in
to consideration and errors amended. Again it is re-piloted till necessary changes
taken place.
Data entry of pilot questionnaires was done into computer with the help of statician.
Entry was done directly in to Statistical Package for Social Sciences (SPSS)
through google docs format with specific codes used for each questionnaire item.
The analysis was mainly descriptive with age, use of internet, influence of digital
marketing, frequency of e-buying. The mean, mode, median, minimum and
maximum vales of scales analysed.
Researcher understood the study and understood leading-age theories and practices
in Digital marketing/Social Media Marketing/Online marketing through pilot study.
Researchers understand the consumer engagement, influence on buying decision
and satisfaction level at Digital Marketing in e-commerce business.
Researcher investigated the influence of Digital Marketing and use of e-commerce.
Researcher constructed corrected questionnaire and constructed model for
measuring Impact of Digital Marketing on E-commerce business after pilot study
and research methodology adopted after testing results of pilot study.
7
Researcher finalised questionnaire, items of questionnaire and scales for
measurement after successful pilot study.
Researcher used to collect primary as well secondary data for research study.
The source of data is of two types 1) Primary data and 2) secondary data.
8
CHAPTER NO. 4
RESEARCH METHODOLOGY
4.1 Introduction of Research Methodology
4.2 Research Methodology Used: Descriptive
4.3 Research Design
4.4 Data Collection
4.5 Techniques used for data collection
4.6 Research Techniques used for Study and
Analysis
1
CHAPTER NO: 4
RESEARCH METHODOLOGY
4.1 Introduction of Research Methodology
Researcher understood the meaning of research is a search for knowledge. After

extensive survey and literature, review researcher analysed the importance of
research methodology. Researcher explored research methods understood
definitions, key terms and discovered appropriate research method to study and
impact of digital marketing on e-commerce. Researcher analysed research methods
and statistical methods used by other researchers for research study and accordingly
planed research plan for ongoing study.
The idea behind to use research methodology is to solve the problem. The way and
to describe the problem is depends on the individuals own perception or the
fundamental assumption. Every individual‟s perception of reality for the same
problem may differ according to view and way to tackle the problem and they will
come up with different methods to solve the problem. There for its important to
agree on single and best suitable methodological approach to create common
understanding of reality. The adoption of such research methodology lead
researcher to decide an option of various tools like paradigm, model etc., to
connected to chosen approach.
In Research methodology view used for research is as important as the study may
change according to the methodological approach choose to study. People
understand, explain, and improve business depending on the approach being used
(Arbnor and Bjerk 1997)65. According to choosing methodological approach, the
way of data collection or information may change. Different research methodology
has different characteristics and terminologies. Arbnor and Bjerks illustrated these
approaches. After brief study and deeper insights into the methodological approach
researcher introduced in this research work.
Considering certain methodological approach also give a frame work to complete

research project accordingly the questionnaire, data collection, analysis, findings
and conclusion are determined by the choice of these methodological techniques.
2
4.2 Research Methodology Used: Descriptive
Researcher after reviewing various research methodologies zeroed on the opinion

that the “research is an art of scientific investigation”. Research is an academic
activity and it has to be used in technical sense. Some people say that research is a
movement from known to unknown. Redman and Mory (1923)69 defined the
research as “systemized effort to gain new knowledge” research is an addition to
existing knowledge. To systematic and scientific approach of study minimize the
uncertainty in outcome of the study.
Researcher also studied the distinction between research technique and research
method. Research techniques used to understand behavior and instrument used in
conducting research like, making observations, recording data, techniques of
recording and processing data whereas research method is used in selecting and
constructing research techniques.
Researcher studied various research techniques along with research methodology
as, mean, mode, median, standard deviation, frequency distribution and other
techniques relevant to study. There for here is a need of systematic design to land to
the appropriate conclusion.
Researcher after reviewing literature on research methodology came to the point to

use „descriptive research method” as it is appropriate for the study.
Descriptive research method is a study designed to represent the particulars in
accurate way. In a simple way it is describing people who participate in study.
“Descriptive research are those studies concern with describing characteristics of
particular individual or group of individuals and determine frequency of something
occurs or association with something” CK Kothari(2007)70.
Most of the social research comes under this category. In descriptive research
researcher must able to find what he wants to measure and clear-cut definition of
population of study and researcher can aim to obtain accurate and complete
information in the study. Descriptive research refers to survey and fact finding.
Researcher can seeks to measure frequency of shopping, preference of people
according to CK Kothari (2007)70. Hence the descriptive research method is
suitable for the study.
3
Leedy and Ormrod (2001)71 defined descriptive research method as “A type of
research involves either identifying the characteristics of an observed phenomenon
of exploring possible associations amount two or more phenomena”.
“A study involves collecting information through data review, surveys, interviews
or observation” Gay (1987)72
Role of Descriptive Research Method in four Steps: (Fig: 4.1)
Observation/
Hypotheses
Testing
Reject/
Testing/
Accept
Observation
Hypothesis
Fig: 4.1, Steps in Descriptive Research Method (source: own creation)
Researcher studied all three ways of descriptive research method and theses are;
Observation, Case study and Survey.
In observation method researcher is viewing and recording the participants. In case
study method is described as in depth study of individual or group. The survey
method is of brief interview of individuals on particular subject.
4
Method Used for Data Collection: Personal Schedule Method
The research study used personal schedule method to collect the data for this
study. Structured interview questionnaires prepared for interview of ecommerce
customers. Personal schedule method is the most popular method to collect the data
from respondents. In this study researcher is interested to find out attitude of
internet users towards e-commerce consumers and influence of various Digital
Marketing channels on their buying behavior.
The data of the study is large and could not be observed easily as the researcher
chooses to use „personal schedule method‟ along with structured questionnaire to
collect data easily.
Researcher approached according to the allotment of quota allotted for particular
area of Pune region. For allotment of quota Pune region divided in to three sub parts
as Pune city, Pimpri Chinchwad Municipal corporation area and Suburban‟s of
Pune region. Primary data from this allotted area by using simple random sampling
collected by personal schedule along with structured questionnaire.
Apart from this understanding of e-commerce management and digital marketing
agencies is needed but they are not comfortable to answer structured questions. To
have a solution on this issue we have conducted informal meetings with
unstructured questionnaires with top and middle management of e-commerce
companies and Digital Marketing agencies. This data also noted and observations
written based on that data wherever is necessary.
4.3 Research Design:
Descriptive type of research used to find the facts based on available information
and analysed data for new evaluation.
4.3.1 Descriptive research design is adopted for this research study.

Both primary and secondary data are used in the research. Primary data is collected
through structured questionnaire. The questionnaire included 30 items, which were
divided into subscales. These subscales are- Reasons for buying online subscale,
attitude toward digital marketing, influence of digital marketing channels and
satisfaction with e-commerce. In addition to these subscales, some close-ended
questions were also included in the questionnaire to collect required information.
5
And in the last section demographic characteristics of the respondents were
collected.
To analyse frequency of shopping, preference of e-consumers and association of
Digital Marketing with buying behaviours descriptive research design is most
suitable.
4.3.2 Population:
Population- Pune Region census. (Infinity).
Pune region (approximate population- 6000000) according to Sensex (2011)78 and

world population review (2016)79. We can consider the population in infinity.
Pune Region includes Pune city, Pimpri Chinchwad and Suburban‟s (Alandi,
Khadki, Dehu, Dehuroad, Poud road, Moshi, Mulshi, Hinjewadi, Talegaon,
Wagholi, Manjri, Loni and others).
The „target population‟ is the individuals of e-commerce consumers from entire
Pune city.
The study is limited to the e-commerce users out of internet users in Pune approx.
half population within the geographical boundaries in and around Pune city. It
includes suburban‟s and others.
Target population based on IAMAI (Internet & Mobile Association of India) report
published in Mar 2017.
4.4 Sample design:
4.4.1 Sample unit- Individual consumer who has been engaged in e-commerce
(Who has seen digital advertisements, and/or bought something using any e-
commerce platforms).
4.4.2 Sampling size determination- Using formula developed by Cochran (1977)75

(When population size is large this formula is appropriate)
6
Where:
 n0 is the sample size,

 e is the desired level of precision (i.e. the margin of error),
 p is the (estimated) proportion of the population which has the
attribute in question,
 q is 1 – p
 Z is the abscissa of the normal curve that cuts off an area α at
the tails and we get the value from z table.
For maximum variability we assumed that half of the population is exposed
to digital marketing and have bought things at least once from e-commerce.
Therefore p= 0.5 and hence q=1-0.5=0.5
Now at 95% confidence and at least ±5% precision z=1.96 (from z table),
we get
n0= ((1.96)2 (0.5) (0.5)) / (0.05)2 = 385.
Data instead of determined 385, researcher taken 437 respondents for betterment of
results and more accuracy, hence the sample size is 437.
The study conducted in Pune city of Maharashtra state among e-commerce

consumers those using internet with any electronic device (like Computer, Laptop,
Smartphone, Games console, Portable media player and Tablet) considered as
universe.
4.4.3 Sampling Technique
Combined sampling (Quota + Simple random sampling) used to approach

respondents.
Primary data collected from all the areas of Pune city by using combined sampling
technique. As allotment of quota according to population percentage Area wise
quota allotted according to the density of population of area so that representation
from all areas is assured.
Area Pune city PCMC Suburban’s Total

Sample Quota allotted 200 110 75 385
7
Respondents approached by using simple random sampling. First respondent
approached and questionnaire filled with personal schedule. Interval has been given
after every response was collected as the time spent in engaging with one consumer,
few (approx.10) consumers skipped and every tenth consumer approached for
response by using simple random sampling technique.
4.5 Data Collection:
Data is most important ingredient in any research conducted in any field. Research
study method may be different but every research method based on data. Based on
data analysis and findings researcher can interpret and conclude outcome.
The study conducted in vibrant city of Pune as one of the fastest growing industrial
destination in Maharashtra state. Pune attracted students and professional across
India and abroad and called as an Oxford of east and Adroit city. Apart from that,
the IT hubs like Hinjewadi and Kharadi. It leads to be a one of the leading digital
buying hub in India.
Primary data and secondary data is must for analysis, findings and conclusion of
research study. Both primary and secondary data collected for the study.
4.5.1 Primary data:
Primary data collected through „personal schedule‟ along with structured

questionnaire. The questionnaire included 30 items, which were divided into
subscales. These subscales are- Reasons for buying online, frequency of e-buying,
attitude toward digital marketing, influence of digital marketing channels and
satisfaction with e-commerce. In addition to these subscales some close ended
questions were also included in the questionnaire to collect required information.
And in the last section demographic characteristics of the respondents were
collected. The data collected by researcher by using personal schedule.
Primary data collection is an important part of study and it needs structured plan.
Researcher prepared structured plan and accordingly prepared questionnaire based
on objectives and Hypothesis of study. The pilot study was conducted in Pune city
area and after successful results of pilot study within a period of six months primary
data collected.
8
People are approached in Pune city, Pimpri Chinchwad and suburban areas like
Alandi, Khadki, Dehu, Dehuroad, Poud road, Moshi, Mulshi, Chakan, Hinjewadi,
Talegaon, Wagholi, Manjri, Loni, others to collect data from all areas.
Places where data collected are Malls, Banks, Market, Private co. Offices, Railway
station, Travel points, IT companies, Colleges, government offices and other
crowded places. First respondent approached and questionnaire filled with personal
schedule. Interval has been given after every response was collected as the time
spent in engaging with one consumer, around 10 consumers skipped and next
consumer approached for response by using simple random sampling technique.
Researcher used to collect primary data of e-commerce consumers those using

internet as a medium of communication. In this study, structured questionnaire used
to collect response from e-commerce consumers out of internet users having
experience of online shopping. The response and experience of e-commerce
consumers, influence of digital marketing channels on e-buying has taken for study.
Almost 800 people were approached using mixed sampling technique. However;
only 470 people agreed to respond to the questionnaire practically from allotted
areas are,
Collection of data area wise,
Area Pune city PCMC Suburban’s Total

Sample Data collected 256 134 80 470
Data instead of determined 385, researcher taken 437 respondents for betterment of
results and more accuracy, hence the sample size is 437.
4.5.2 Secondary data:
The Secondary data collected through an extensive review of literature including

journals; Books, Research Papers, Government publications, Annual reports,
Newspapers, Magazines, internet & websites etc.
Researcher taken support of available paper based and electronic resources to

collect related and reliable data required for this study.
9
4.6 Research Techniques used for Study and Analysis:
The researcher according to the requirements various techniques used to analyse
data scientifically.
Primary data collected through using „personal schedule‟ questionnaire for the
study. Thirty items divided in four sub areas according to objective and hypotheses
of study.
The five sub areas are-
Reasons for buying online,
Frequency of e-buying,
Attitude toward digital marketing,
Influence of digital marketing channels and
satisfaction of e-commerce consumer experience.
In addition to these subscales, some close ended questions were also included in
study by researcher. In last section demographic characteristics of the respondents
were collected.
Researcher used scaling in questionnaire to get clarity and simplicity to the
respondents. Rating scale, Linkert scaling and preference techniques used to answer
the questionnaire.
Sample size decided by using Cochran Formula to take valid sample size.
To check the Normality of data: Parametric test to check the Skewness and
Kurtosis value and Histogram.
SPSS run to check the reliability of data: Cronbach's Alpha test used.
For Hypothesis Testing: One-Way ANOVA and Pearson Correlation tests are
used.
10
CHAPTER NO: 5
DATA ANALYSIS
INTERPRETATION AND
HYPOTHESIS OF THE STUDY
5.1 Introduction
5.2 Data Cleaning
5.3 Data Preparation
5.4 Reliability of the questionnaire
5.5 Data Presentation
5.6 Frequencies- Subscale Satisfaction with e-

commerce
5.7 Demographic Profile of the Respondents
5.8 Descriptive Statistics
5.9 Statistical Analysis-
5.10 Hypothesis testing
5.11 Conclusion
1
CHAPTER NO: 5
DATA ANALYSIS, INTERPRETATION AND HYPOTHESIS

TESTING OF THE STUDY
5.1 Introduction
All the responses are collected through a structured questionnaire. This chapter will
throw light on analysis. Initially the data is cleaned for appropriate results. After
having data cleaned the statistical tests are used for achieving objectives of the
study. Graphical representation of the responses is also given for better insights.
5.2 Data Cleaning

Total 470 responses are collected for the research purpose. It is a good idea to check
the responses for missing values and unengaged responses before proceeding for
analyzing data. Therefore data cleaning is important and ideal.
5.2.1 Treatment for missing values
Out of 470 responses 30 were found to have missing values. When responses are
coded in SPSS, ideally there should not be any missing values. However due to
some limitations of data collection methods there are chances that some of the
samples may miss some of the items of the questionnaire. So practically it was
found difficult to avoid missing values completely. To replace these missing values
ideally such questionnaire should be returned to the respective respondents for
completing it. However it was very difficult to reach to such respondents after
having completed the data collection process. To overcome this issue, it was
decided to replace missing values by the mean value of other responses of the
respondent. However it is also not good to replace all missing values by the mean
value. It was thought to be appropriate to replace missing values; only if the number
of missing values is less than 10% of total questions in the questionnaire. As there
are total 30 items in the questionnaire, it was decided to replace missing values by
the mean only if the number of missing values is less than or equal to 3 for
individual respondent. Out of 30 responses which contained missing values 12
were found to have high number of missing values and therefore were discarded
from analysis. Remaining 18 responses were treated in the manner discussed earlier.
2
5.2.2 Treatment of unengaged responses
Respondents may not give responses with full attention for one or more reasons.
Some respondents mark only one value (on Likert‟s scale) right from first question
till last question. Such responses maybe identified as unengaged responses and
should be treated appropriately. To find unengaged responses all the responses
were coded in MS-Excel. Standard Deviation (henceforth S.D.) of all responses was
calculated using formula. Smaller values of S. D. indicate that respondent has
continuously recorded same response for all the items. For instance respondent
marked 1 (or 2, or 3, or 4, or 5) to all items. Since all such responses will be on the
mean line only the S.D. would be very close to zero.
All such responses for which Standard Deviation (SD) is smaller than 0.3; are
discarded from the study to obtain appropriate results. Total 21 such responses are
discarded.
Table 5.1 Summary of treatment of responses
Total responses Responses Responses Final Count of

excluded due to excluded due to responses
high number of unengaged
missing values responses
470 12 21 437
5.3 Data Preparation
Since many of the tests to be conducted for analysis purpose are parametric tests.
Parametric test assumes that the data is normally distributed. Therefore it was
necessary to check the normality of the data before proceeding for parametric test.
Parametric tests assume that the data should be normal.
Most of the statistical functions require data must be normally distributed. To

determine whether the data is normally distributed or not the various test are
conducted in statistics. Statistical as well as graphical methods are used for
evaluation of normality of the data.
3
For this purpose Shapiro-Wilk, Skewness and Kurtosis test and Histogram for
normality of parametric variables was analysed.
5.3.1 Normality of the Data using Shapiro-Wilk test

To examine if the data meet the assumption of normality Shapiro-Wilk test was
used. This is a most powerful test to check the ratio of two variance of normal
distribution of data. The results are shown in table no. 5.2
Table no. 5.2 Shapiro-Wilk Test
Shapiro-Wilk
Statistic df Sig.
[Hate going to shops] 0.865 437 .000
[Availability of extensive information] 0.897 437 .000
[Product reviews] 0.895 437 .000
[Certain products are available only online] 0.871 437 .000
[Convenience / Service] 0.901 437 .000
[Enables price comparison] 0.858 437 .000
[Saves time] 0.762 437 .000
[Sales / Offers] 0.815 437 .000
How often have you clicked digital ads on day to day basis? 0.856 437 .000
[Digital ads make me purchase the product] 0.915 437 .000
[Digital ad remind me of buying certain things when I am at .000
work] 0.881 437
[Digital ads are more appealing] 0.893 437 .000
[Digital ads often offer comprehensive information] 0.893 437 .000
[Digital Advertisements are often relevant to me] 0.901 437 .000
Search Engine 0.867 437 .000
Mobile Advertising 0.886 437 .000
E-mail 0.878 437 .000
Social Media 0.883 437 .000
Direct e-commerce website/ Application 0.873 437 .000
Digital Display 0.868 437 .000
How often do you access internet to research products, .000
information and prices? 0.741 437
What is the main reasons for using Internet? 0.788 437 .000
How often do you buy products online? 0.91 437 .000
Mean_Reason_e_com 0.792 437 .000
Mean_Digi_Mkt_Media_trustworthiness 0.818 437 .000
Mean_Attitude_towards_Digi_Mkt 0.85 437 .000
Mean_Digi_Mkt_Channel_Influence 0.862 437 .000
4
This table 5.2 shows that the significance value (p) is less than .05 (p<.05).
Therefore we assume that the data is normally distributed. Hence parametric test
can be conducted for analysis of the data according to Shapiro-Wilk test result.
5.3.2 Normality of the Data using Skewness and Kurtosis
If skewness value is close to zero in skewness test then it is assumed that data is
normally distributed. Skewness tells us the amount and direction of departure from
horizontal. If the skewness is 0 then it assumes that data is purely symmetrical and
not normal.
Kurtosis test explain us the height and sharpness of the central peak relative to bell
curve standard.
Both Skewness and Kurtosis tests are used for the study to check normality of the
data.
Table no. 5.3 Skewness and Kurtosis test
Std. Std.
Error Error
Skewn Kurtos
N of of
ess is
Skew Kurtos
ness is
Mi
Valid ssi
ng
How often do you access internet to
research products, information and 437 0 0.971 0.117 -0.25 0.233
prices?
1_What are the main reasons for
437 0 0.758 0.117 0.16 0.233
using Internet?
How often do you buy products
437 0 0.256 0.117 -0.74 0.233
online?
[Hate going to shops] 437 0 0.125 0.117 -0.176 0.233
[Availability of extensive information] 437 0 -0.183 0.117 -0.751 0.233
[Product reviews] 437 0 -0.44 0.117 -0.369 0.233
[Certain products are available only
437 0 -0.68 0.117 -0.378 0.233
online]
[Convenience / Service] 437 0 -0.308 0.117 -0.442 0.233
[Enables price comparison] 437 0 -0.717 0.117 -0.405 0.233
5
[Saves time] 437 0 -1.04 0.117 -0.128 0.233
[Sales / Offers] 437 0 -0.734 0.117 -0.406 0.233
11.94
Most frequent online purchases_1 437 0 3.156 0.117 0.233
2
How often have you clicked digital
437 0 0.528 0.117 -0.728 0.233
ads on day to day basis?
[Digital ads make me purchase the
437 0 -0.091 0.117 -0.557 0.233
product]
[Digital ad remind me of buying
437 0 -0.589 0.117 -0.145 0.233
certain things when I am at work]
[Digital ads are more appealing] 437 0 -0.434 0.117 -0.196 0.233
[Digital ads often offer
437 0 -0.3 0.117 -0.53 0.233
comprehensive information]
[Digital Advertisements are often
437 0 -0.342 0.117 -0.384 0.233
relevant to me]
Search Engine 437 0 -0.708 0.117 -0.184 0.233
Mobile Advertising 437 0 -0.409 0.117 -0.672 0.233
E-mail 437 0 0.377 0.117 -0.502 0.233
Social Media 437 0 -0.439 0.117 -0.559 0.233
Direct e-commerce website/
437 0 -0.552 0.117 -0.327 0.233
Application
Digital Display 437 0 -0.746 0.117 0.277 0.233
How much satisfied are you with the
products/ services you bought 437 0 -0.469 0.117 -0.091 0.233
through digital channels
Mean_Reason_e_com 437 0 -0.694 0.117 -0.109 0.233
Mean_Digi_Mkt_Media_trustworthin
437 0 0.443 0.117 0.245 0.233
ess
Mean_Attitude_towards_Digi_Mkt 437 0 -0.523 0.117 0.696 0.233
Mean_Digi_Mkt_Channel_Influence 437 0 -0.254 0.117 -0.432 0.233
----------------------------------------------------------------------------------------------------
From above table no. 5.3 it is observed that skewness values and kurtosis values for
all the variables are less than 1. This signifies that the data is normally distributed.
Based on this assumption parametric test can be used to analyse statistical results.
6
5.4.3 Normality of the Data using Histogram
Histogram is a graphical representation of the data to check normality and non-

normality of the data in research study. Researcher conducted Histogram for all the
items of data analysis. The histogram in bell shape represents that the data is
normally distributed. Following are the Histograms represent the normality of the
data.
Chart no. 5.0 Histogram
7
8
9
10
11
12
Histograms with normality curve also show the data is normally distributed. Most
of the frequency counts are available on the middle and the rest of the counts lying
off out in the tails. It indicates that most of the distribution of data occurs natural.
Hence parametric test can be conducted for further statistical analysis of the data.
5.4 Reliability of the questionnaire
Reliability of questionnaire is a method to check the quality of measurement

procedures used to collect the data. For the accurate result measurement procedure
must be reliable in research study.
Reliability test was run in SPSS for all subscales and for entire scale as well.
Reliability statistics shows the internal consistency among the items and if they
correlate or so. High value of reliability; generally from .7 to .9 indicates that the
scale used for data collection is reliable. Being reliable indicates that the scale
measure exactly the same construct which it was intended to measure. The result of
reliability test is given in table no. 5.4.
13
Table no. 5.4 Reliability Statistics
Cronbach's Alpha N of Items
.844 30
Since the Cronbach‟s alpha value is higher than .7; the questionnaire is considered
reliable.
5.5. Data Presentation
All the items of the questionnaire were investigated for their frequencies. This
section of the chapter includes the frequency tables and graphical representation.
5.5.1. Frequencies- How often do you access internet to research

products, information and prices?
Respondents were asked how often they access internet. The frequencies are given
in table 5.5.
Table no. 5.5. Frequencies- How often do you access internet to research
products, information and prices?
Freque Per Valid Cumulativ

ncy cent Per cent e Per cent
Valid Daily and multiple times 247 56.5 56.5 56.5
in a day
Weekly 4- 6 times 99 22.7 22.7 79.2
Once in a week 77 17.6 17.6 96.8
Less than once a month 14 3.2 3.2 100.0
Total 437 100.0 100.0
14
Chart No. 5.1 How often do you access internet to research products,
information How
and prices?
often do you access internet to research products, information and
prices?
Less than once a month

3.2%
Once in a week
17.62%
Daily and multiple times in a day

56.52%
Weeklhy 4- 6 times
22.65%
From table no. 5.4 and chart no. 5.1 it is seen that more than 56% of respondents
use internet to search product, information and prices; daily and multiple times in a
day. The percentage of respondents using internet 4-5 times weekly is also 26.65%.
This shows the potential of digital marketing. Since people are already using
internet for information search it has become relatively easy to broadcast
advertisements or information through different digital marketing channels like e-
mails, mobiles, social media etc.
This signifies that consumers are very well versed with the use of internet for
product and related search. Such thing is favourable for digital marketing and e-
commerce business.
5.5.2 Frequencies- What are the reasons for using Internet?
Consumers were asked for some reasons (other than searching for product, its price
and related information) which propel them to use internet. Table 5.6 shows the
frequencies of responses.
15
Table No. 5.6 Frequencies- What are the reasons for using Internet?
Frequency Per cent Valid Per Cumulative

cent Per cent
Valid Email 198 45.3 45.3 45.3
Chat 35 8.0 8.0 53.3

Info search 169 38.7 38.7 92.0
Entertainment 14 3.2 3.2 95.2
E-commerce 14 3.2 3.2 98.4
Others 7 1.6 1.6 100.0
Total 437 100.0 100.0
1_What are the main reasons for using Internet?

Chart No. 5.2 What are the reasons for using Internet?
Others
1_What are the main reasons for using Internet?
E-commerce
Entertainment
Info search
Chat
Email
0 10 20 30 40 50
Percent
Table no. 5.6 and Chart no 5.2 surprisingly observes that email and information
search are the main reasons for using internet. Almost 84% respondents are using
internet for information search and sending or checking email. So marketers can use
this information to design their digital promotion campaign.
16
5.5.3 Frequencies- How often do you buy products online?
Table no. 5.7. How often do you buy products online?
Frequenc Valid Per Cumulative

y Per cent cent Per cent
Valid Not at all
70 16.0 16.0 16.0
often
Slightly Often 122 27.9 27.9 43.9
Moderately
often 133 30.4 30.4 74.4
Quite Often 70 16.0 16.0 90.4
Extremely
often 42 9.6 9.6 100.0
Total
437 100.0 100.0
Chart no. 5.3. How often

Howdo youdo
often buy products
you online?online?
buy products
Not at all often

Slightly Often
Moderately often
9.61%
16.02% Quite Often
Extremely often
16.02%
27.92%
30.43%
More than 30% respondents reported that they buy product online moderately often.
Only around 10% of respondents said that they buy products online extremely often
17
and 16% buy online quite often. These figures show that the market is full of
potential for e-marketers and e-commerce.
5.5.4. Frequencies for Subscale- Reasons for engagement in e-

commerce
Table no. 5.8. Frequencies- Avoid going to shops

Valid Strongly
Disagree 85 19.5 19.5 19.5
Disagree 141 32.3 32.3 51.7

Neutral 183 41.9 41.9 93.6
Agree 21 4.8 4.8 98.4
Strongly Agree 7 1.6 1.6 100.0
Total [Hate going to shops]
437 100.0 100.0
Chart no. 5.4- Avoid going to shops

50
40
30
Y Axis
Strongly Disagree
19.45%
Neutral
20 41.88% Strongly Agree
Disagree 1.6%
32.27%
Agree
10 4.81%
0
Strongly Disagree Disagree Neutral Agree Strongly Agree
[Hate going to shops]
18
Table no. 5.8 makes it clear that more than 50% of respondents do not avoid
visiting shops. So if people prefer online buying that does not mean, people do not
buy from shops or do not visit shops.
Table no. 5.9 Frequencies- Availability of extensive information
Frequenc Valid Cumulative

y Percent Percent Percent
Valid Strongly
Disagree 7 1.6 1.6 1.6
Disagree 78 17.8 17.8 19.5

Neutral 128 29.3 29.3 48.7
Agree 154 35.2 35.2 84.0
Strongly Agree 70 16.0 16.0 100.0
Total
437 100.0 100.0
Textbox
Chart no. 5.5. Availability of extensive information
[Availability of extensive information]
Strongly Disagree
1.6%
Strongly Agree
16.02% Disagree
17.85%
Agree Neutral
35.24% 29.29%
Chart no. 5.5 shows that more than 50% of respondents agree that extensive
information is available on e-commerce platform. Only around 19% of respondents
19
reported that they don‟t think that extensive information available. It indicates that
availability of information about product or services is equally important in e-
commerce business.
Table no. 5.10 Frequencies- Product reviews
Valid Cumulative
Frequency Percent Percent Percent
Valid Strongly
Disagree 28 6.4 6.4 6.4
Disagree
43 9.8 9.8 16.2
Neutral
142 32.5 32.5 48.7
Agree
133 30.4 30.4 79.2
Strongly Agree
91 20.8 20.8 100.0
Total 437 100.0 100.0
Chart no. 5.6 Table no. 5.8 frequencies- Product

[Productreviews
reviews]
Strongly Disagree
6.41%
Strongly Agree Disagree
20.82% 9.84%
Neutral
Agree 32.49%
30.43%
20
Chart no. 5.6 makes it clear that more than 50% of respondents agree that they can
easily check reviews on the product they likely to buy. Product reviews are helping
to boost buying decision it has to be kept in mind while marketing online products.
Table no. 5.11 Frequencies- Certain products are available only online
Frequenc Valid Cumulative

y Percent Percent Percent
Valid Strongly
Disagree 35 8.0 8.0 8.0
Disagree
49 11.2 11.2 19.2
Neutral 85 19.5 19.5 38.7
Agree
169 38.7 38.7 77.3
Strongly
99 22.7 22.7 100.0
Agree
Total 437 100.0 100.0
Chart No. 5.7. Certain products are products

[Certain available only online
are available only online]
Strongly Disagree
8.01%
Strongly Agree
Disagree
22.65%
11.21%
Neutral
19.45%
Agree
38.67%
21
It is observed from chart no. 5.7 that almost 60% of respondents prefer to buy from
online only because particular products are available only to be bought online.
Specific products available online is also a substantial reason for e-buying.
Table no. 5.12- Frequencies- Convenience / Service
Valid Cumulative
Valid Strongly
Disagree 14 3.2 3.2 3.2
Disagree 57 13.0 13.0 16.2

Neutral 141 32.3 32.3 48.5
Agree 148 33.9 33.9 82.4
Strongly Agree 77 17.6 17.6 100.0
Total
437 100.0 100.0
Chart no. 5.8- Convenience / Service [Convenience / Service]
Strongly Disagree
3.2%
Strongly Agree Disagree
17.62% 13.04%
Neutral
Agree 32.27%
33.87%
The respondents were asked that they are buying online because of convenience?
Out of 400 respondents 77 are strongly agree and 148 are agree. It is observed that
22
more than 50% of respondents find it convenient to shop online. This statistics is
favourable for e-commerce.
Table no. 5.13 Frequencies- Enables price comparison
Valid Per Cumulative

Frequency Per cent cent Per cent
Valid Strongly
Disagree 21 4.8 4.8 4.8
Disagree 57 13.0 13.0 17.8

Neutral 70 16.0 16.0 33.9
Agree 156 35.7 35.7 69.6
Strongly
133 30.4 30.4 100.0
Agree
437 100.0 100.0
Total
Chart no. 5.9- Enables price comparison

[Enables price comparison]
Strongly Disagree
4.81%
Disagree
13.04%
Strongly Agree
30.43%
Neutral
16.02%
Agree
35.7%
More than 65% of respondents agree (chart no. 5.9) that price comparison is easy in
e-commerce (shopping online). The study results that price comparison of products
23
and services available on online as well as offline is easy and consumers always
prefer low price items to buy. Easy price comparison motives to e-commerce
consumers.
Table no. 5.14 Frequencies- Saves time
Valid Cumulative
Valid Strongly
Disagree 7 1.6 1.6 1.6
Disagree 56 12.8 12.8 14.4

Neutral
43 9.8 9.8 24.3
Agree 107 24.5 24.5 48.7
Strongly
224 51.3 51.3 100.0
Agree
437 100.0 100.0
Total
Chart no. 5.10- Saves time [Saves time]
Strongly Disagree
1.6% Disagree
12.81%
Neutral
9.84%
Strongly Agree
51.26%
Agree
24.49%
Chart 5.10 shows that, almost 75% of respondents said that online shopping saves
time and thus it can be considered as most influencing reason for shopping online.
24
Time saving is a most important factor resulted from this study according to
respondents. This may be most influencing factor among all other factors taken in
to consideration in this study.
Table no. 5.15 Frequencies- Sales / Offers

Valid Strongly
7 1.6 1.6 1.6
Disagree
Disagree 29 6.6 6.6 8.2
Neutral 106 24.3 24.3 32.5
Agree 98 22.4 22.4 54.9
Strongly Agree 197 45.1 45.1 100.0
Total 437 100.0 100.0
Chart no. 5.11- Sales / Offers [Sales / Offers]
Strongly Disagree
1.6%
Disagree
6.64%
Neutral
Strongly Agree 24.26%
45.08%
Agree
22.43%
Chart no. 5.11 shows that more than 65% of respondents find sales/ offers attractive
on e-commerce platform as compared with the traditional retail shops. The marginal
number of respondents preferred to buy because of attractive offers available on e-
commerce.
25
5.5.5. Frequencies- Most frequent online purchases
Table no. 5.16- Frequencies- Most frequent online purchases

Valid Flight/Railway/
192 43.9 43.9 43.9
Bus Tickets
Movie/ concert
126 28.8 28.8 72.8
tickets
Electronics
(mobile, camera,
77 17.6 17.6 90.4
laptops,
computers)
Apparels and
28 6.4 6.4 96.8
Accessories
Others 14 3.2 3.2 100.0
Total 437 100.0 100.0
Chart no. 5.12- Most frequentMost

onlinefrequent online purchases_1
purchases
Apparels and Accessories

6.41%
Others
3.2%
Electronics (mobile, camera, laptops, computers)

17.62%
Flight/Railway/ BusTickets
43.94%
Movie/ concert tickets

28.83%
It was found that most of the respondents reported that they use e-commerce
frequently for ticket booking. From chart no. 5.12 it can be interpreted that use of
e-commerce is most frequent for buying services than products. Such behavior can
be attributed to the convenience e-commerce provide in case of services.
26
Table no. 5.17- Frequencies- How often have you clicked digital ads on day to
day basis?
Cumulative
Frequency Percent Valid Percent Percent
Valid Extremely
often 161 36.8 36.8 36.8
Quite often 99 22.7 22.7 59.5

Moderately
often 113 25.9 25.9 85.4
Slightly
50 11.4 11.4 96.8
Often
Not at all
often 14 3.2 3.2 100.0
Total 437 100.0 100.0
How
Chart no. 5.13- How often
often have
have youyou clicked
clicked digital
digital ads ads on to
on day day tobasis?
day day basis?
Not at all often

3.2%
Slightly Often
11.44%
Extremely often
36.84%
Moderately often
25.86%
Quite often
22.65%
More than 50% of respondents reported that they have clicked digital ads on day to
day basis more often. Smart phones and availability of internet may make more
accessibility of digital ads to respondents. Study shows that viewership for digital
advertisements are good.
27
5.5.6- Frequencies for Subscale- Attitude towards Digital
Marketing
Table no. 5.18- Digital ads make me purchase the product
Valid Cumulative
Valid Strongly
Disagree 42 9.6 9.6 9.6
Disagree 85 19.5 19.5 29.1

Neutral 163 37.3 37.3 66.4
Agree 105 24.0 24.0 90.4
Strongly Agree 42 9.6 9.6 100.0
Total 437 100.0 100.0
[Digital ads make me purchase the product]

Chart no. 5.14- Digital ads make me purchase the product
Strongly Disagree
9.61% 9.61% Disagree
Neutral
Agree
19.45%
Strongly Agree
24.03%
37.3%
Chart no. 5.14 shows that majority of the respondents reported that digital
advertisements have little impact on their buying decision. Research shows that
respondents see digital advertisements but impact on buying decision due to digital
advertisement is less.
28
Table no. 5.19- Digital ad remind me of buying certain things when I am at
work
Valid Cumulative
Valid Strongly
Disagree 21 4.8 4.8 4.8
Disagree
56 12.8 12.8 17.6
Neutral
113 25.9 25.9 43.5
Agree 191 43.7 43.7 87.2
Strongly Agree
56 12.8 12.8 100.0
Total 437 100.0 100.0
Chart no. 5.15- Digital ad remind me of buying certain things when I am at

work [Digital ad remind me of buying certain things when I am at work]
Strongly Disagree
Disagree
Neutral
4.81%
12.81% Agree
12.81% Strongly Agree
25.86%
43.71%
More than 55% of respondents think that digital advertisements remind them of
buying certain things. This signifies that digital advertisements have role in
influencing purchase decision; however it is not certain that if respondents buy
those products online.
29
Table no. 5.20- Digital ads are more appealing

Valid Strongly
14 3.2 3.2 3.2
Disagree
Disagree
49 11.2 11.2 14.4
Neutral
134 30.7 30.7 45.1
Agree
169 38.7 38.7 83.8
Strongly Agree
71 16.2 16.2 100.0
Total
437 100.0 100.0
[Digital
Chart no. 5.16- Digital ads ads are
are more more appealing]
appealing
Strongly Disagree
Disagree
Neutral
3.2%
16.25% 11.21% Agree
Strongly Agree
30.66%
38.67%
Chart 5.16 shows that, more than 54% respondents feel that the digital
advertisements are more appealing compared to traditional print and other media
advertisements. This indicates that people get attracted towards digital
advertisement more quickly and easily.
30
Table no. 5.21- Digital ads often offer comprehensive information
Valid Cumulative
Valid Strongly
Disagree 7 1.6 1.6 1.6
Disagree
63 14.4 14.4 16.0
Neutral
127 29.1 29.1 45.1
Agree
170 38.9 38.9 84.0
Strongly Agree 70 16.0 16.0 100.0
Total 437 100.0 100.0
[Digital
Chart no. 5.17- Digitalads
adsoften
oftenoffer
offercomprehensive
comprehensiveinformation]
information
Strongly Disagree
Disagree
1.6% Neutral
16.02% Agree
14.42%
Strongly Agree
29.06%
38.9%
Chart 5.17 indicated that more than half of the respondents perceive that the digital
advertisements offer more comprehensive information than traditional
advertisements. This is an indication that digital advertisements can be used
effectively for making consumers aware of something. Therefore it can be
interpreted that digital advertisements can be used for brand building.
31
Table no. 5.22- Digital Advertisements are often relevant to me
Valid Cumulative
Valid Strongly
28 6.4 6.4 6.4
Disagree
Disagree 49 11.2 11.2 17.6
Neutral 155 35.5 35.5 53.1
Agree 128 29.3 29.3 82.4
Strongly Agree 77 17.6 17.6 100.0
Total 437 100.0 100.0
Chart no. 5.18-[Digital

Digital Advertisements
Advertisementsare
areoften
oftenrelevant
relevanttotome]
me
Strongly Disagree
Disagree
Neutral
6.41%
Agree
17.62%
11.21% Strongly Agree
29.29%
35.47%
Chart no. 5.18 shows that more than 47% of the respondents often feel that digital
advertisements are relevant to them. However it should also be noted that 35% of
the respondents have no firm opinion about relevancy of the digital advertisements
to them. Here marketers need to take the point and should design their digital
advertisement more effective by exposing it to relevant consumers. Statistical and
psychological intelligence tools used by various e-commerce promotional platforms
will work effectively on relevance of digital advertisements to particular consumers.
32
5.5.7- Frequencies for Subscale- Influence of Digital Marketing
Channels
In this subscale respondents were asked to give their preference to different digital
marketing channels which they think have influences on their online purchases.
Digital marketing channels are most important and effective way of digital
marketing communication between consumers and e-commerce business marketers.
The frequencies of responses are given in following tables and represented by the
charts.
Table no. 5.23- Frequencies- Influence of Search Engine

Valid Highly Un-
35 8.0 8.0 8.0
influencing
Un-influencing 28 6.4 6.4 14.4
Neutral 113 25.9 25.9 40.3
Influencing 142 32.5 32.5 72.8
Highly Influencing 119 27.2 27.2 100.0
Total 437 100.0 100.0
Chart no. 5.19- Influence of Search Engine

Search Engine
8.01%
6.41%
27.23%
25.86% Highly Un-influencing

Un-influencing
Neutral
Influencing
32.49% Highly Influencing
33
From chart no. 5.19 it can be observed that almost 60% of respondents think that
search engines have influence on their online purchases. Search engine provides
personalise and comparative information to consumers which can influence buying
decision of e-commerce consumers.
Table no. 5.24- Frequencies- Influence of Mobile Advertising

Valid Highly Un-
influencing 42 9.6 9.6 9.6

Neutral 127 29.1 29.1 57.9
Influencing 163 37.3 37.3 95.2
Total 437 100.0 100.0
Mobile Advertising
Chart no. 5.20- Influence of Mobile Advertisement
Highly Un-influencing
Un-influencing
Neutral
4.81% 9.61%
Influencing
Highly Influencing
19.22%
37.3%
29.06%
Chart no. 5.20 shows that only 4.8% of respondents think that Mobile Phone
advertisements influence their decision of buying online; whereas 37% of
respondents feel that it does influence their online buying decision. 29% of
34
respondents feel that Mobile advertisement has neutral effect on their online
buying. Research study shows that mobile advertisement channel is useful for
information but have less impact on buying decision of e-commerce consumers.
Table no. 5.25- Influence of E-mail advertisement/ Promotion

Valid Highly Un-
7 1.6 1.6 1.6
influencing
Un-influencing 105 24.0 24.0 25.6
Neutral 191 43.7 43.7 69.3
Influencing 78 17.8 17.8 87.2
Highly
56 12.8 12.8 100.0
Influencing
Total 437 100.0 100.0
Chart no. 5.21- Influence of E-mailE-mail

advertisement/ Promotion
Un-influencing
1.6% Neutral
12.81% Influencing
Highly Influencing
24.03%
17.85%
43.71%
Only 30% of respondents feel that they get influenced by email advertisements
whereas almost 26% of respondents do not get influenced by the same. It should be
noted that large proportion of respondents (43% to be specific) reported that e-mail
advertisement has neutral influence on online buying decision of e-commerce
consumers.
35
Table no. 5.26- Influence of Social Media

Valid Highly Un-
influencing 7 1.6 1.6 1.6
Neutral 100 22.9 22.9 38.9
Influencing 176 40.3 40.3 79.2
Total
437 100.0 100.0
Chart No. 5.22- Influence of Social Media

Social Media
Un-influencing
1.6% Neutral
Influencing
14.42%
22.88%
40.27%
Not to get surprised that more than 60% of respondents feel that they get influenced
by social media channel when it comes to buying online. Social media is most used
channel of digital marketing and it has been analysed from this study that is useful
to get information of products and services to consumers and also plays important
role to influence buying decision of e-commerce consumers.
36
Table no. 5.27- Influence of Direct e-commerce website/ Application

Valid Highly Un-
7 1.6 1.6 1.6
influencing
Neutral 91 20.8 20.8 35.2
Influencing 192 43.9 43.9 79.2
437 100.0 100.0
Total
Direct e-commerce
Chart no. 5.23- Influence website/ Application
of Direct e-commerce website/ Application
Un-influencing
1.6% Neutral
12.81% Influencing
20.82%
43.94%
Chart no. 5.23 shows that advertisements displayed on mobile app or website of e-
commerce influence online buying decision of more than 64% of respondents. The
study results that advertisement on direct e-commerce website or e-commerce web
application are the most influencing factor for e-commerce consumers. Research
study come up with the major finding that the e-commerce website and mobile
applications providing information of product and services and directly connect
with e-commerce consumers have most influencing impact on e-commerce buying
decision.
37
Table no. 5.28- Influence of Digital Display

Valid Highly Un-
21 4.8 4.8 4.8
influencing
Neutral 112 25.6 25.6 36.8
Influencing 178 40.7 40.7 77.6
Highly
98 22.4 22.4 100.0
Influencing
Total 437 100.0 100.0
Chart no. 5.24- Influence of Digital Display

Digital Display
Un-influencing
Neutral
4.81% Influencing
22.43%
25.63%
40.73%
Surprisingly more than 63% of respondents feel that digital displays placed in
Shopping malls, Parks, Air ports, Railway, Multimedia Advertising vehicles,
stations restaurants etc. influence their online buying decisions. A display ad
reaches to target customers because of its features of high visibility, safe
environment and creates brand value.
5.6 Frequencies- Subscale Satisfaction with e-commerce

There was a question designed to investigate the satisfaction level of respondents
with e-commerce. The frequencies for this item are given in table no. 5.28.
38
Table no. 5.29 How much satisfied are you with the products/ services you
bought through E-commerce

Valid Highly
21 4.8 4.8 4.8
Unsatisfied
Unsatisfied 35 8.0 8.0 12.8
Neutral 149 34.1 34.1 46.9
Satisfied 148 33.9 33.9 80.8
Highly Satisfied 84 19.2 19.2 100.0
Total 437 100.0 100.0
Chart no. 5.25- How much satisfied are you with the products/ services you
How much satisfied are you with the products/ services you bought through
bought through E-commerce digital channels
Highly Unsatisfied
Unsatisfied
Neutral
4.81%
8.01% Satisfied
19.22%
Highly Satisfied
34.1%
33.87%
Chart no. 5.25 shows that more than half of the respondents are satisfied with the e-
commerce platform they had bought things from. 34% of respondents are neither
satisfied nor dissatisfied with their experience with e-commerce.
It means based on the result from this research study response shows that more e-
commerce consumers are satisfied with e-commerce buying experience. High
satisfaction level of consumers retain and increasing rebuying of products or
services and helps to exceed marketing goals.
39
5.7- Demographic Profile of the Respondents
Table no. 5.30- Demographic Profile of the respondents
Demographic Frequency Per cent Valid Cumulative

Characteristics Per cent Per cent
Less than 20 70 16.02 16.02 16.02
years
21-30 Years 63 14.42 14.42 30.43
31-40 Years 106 24.26 24.26 54.69
Age
41-50 Years 109 24.94 24.94 79.63
Above 51 89 20.36 20.36 100
Years
Total 437 100 100
Female 134 30.66362 30.66362 30.66362
Gender Male 303 69.33638 69.33638 100
Total 437 100 100
Up to 10th 7 1.601831 1.601831 1.601831
10+2 35 8.009153 8.009153 9.610984
Diploma 14 3.203661 3.203661 12.81465
Graduate 148 33.86728 33.86728 46.68192
Education
Post 226 51.71625 51.71625 98.39817
Graduate
PhD 7 1.601831 1.601831 100
Total 437 100 100
Student 126 28.83295 28.83295 28.83295
Salaried 226 51.71625 51.71625 80.5492
Self- 57 13.04348 13.04348 93.59268
Occupation employed
Business 14 3.203661 3.203661 96.79634
Home Maker 14 3.203661 3.203661 100
Total 437 100 100
1-3 lakh 140 32.03661 32.03661 32.03661
3-5 lakh 92 21.05263 21.05263 53.08924
5-7 lakh 72 16.47597 16.47597 69.56522
Income 7-10 lakh 70 16.01831 16.01831 85.58352
More than 10 63 14.41648 14.41648 100
lakh
Total 437 100 100
40
Age
Chart no. 5.26 Age of respondents
Less than 20 years

21-30 Years
31-40 Years
16.02% 41-50 Years

20.37% Above 51 Years
14.42%
24.94%
24.26%
The age group of respondents were included college students less than 20 years and
the no of respondents are 70 out of total respondents 437. The respondents of age
group between 21 to 30 years are 63 out of total 437 respondents.
The more no of respondents are from the age group of 31 to 40 and 41 to 50 are 106
and 109 respectively. No. of respondents above 51 years are 89 in no‟s.
Chart no. 5.26 shows that age group 21-30 years comprise minimum proportion in
all samples. Age groups 31-40 and 41-50 years include similar proportions. Age
group above 50 years is also sizeable proportion of 20.37 percent.
This study represents the participation from almost all age groups considering the
capacity of buying online products and these are the regular or at least occasional e-
commerce consumers. Research study shows that age variation doesn‟t have any
impact on online shopping or using e-commerce services as our target population is
e-commerce consumers, those they may be using technology gazettes and internet
regularly or at least for online shopping. Response to e-commerce business is
almost from all age group is same.
41
Chart no. 5.27- Gender of respondentsGender
Female
Male
30.66%
69.34%
Chart no. 5.27 shows that the male respondents are 303 in no‟s with 69.34%
participation and the female participants are 134 no‟s and 30.66% out of total 437
respondents taken for final study. Study shows that male forms larger proportion in
the responses. The male participants were easily ready to share personal and
shopping experience compared to female respondents. It resulted in to more
participation of male respondents in study.
Table no. 5.30-a- Educational Profile of the respondents
Demographic Frequency Per cent Valid Per Cumulative

Characteristics cent Per cent
Up to 10th 7 1.601831 1.601831 1.601831
10+2 35 8.009153 8.009153 9.610984
Diploma 14 3.203661 3.203661 12.81465
Graduate 148 33.86728 33.86728 46.68192
Education
Post 226 51.71625 51.71625 98.39817
Graduate
PhD 7 1.601831 1.601831 100
Total 437 100 100
42
The Table no 5.30-a, shows that Up to 10th pass and PhD respondents are less in
no‟s were coincidently same as 7 each. Considerable no. of respondents is from
graduates 148 and post graduates are 226 out of 437 respondents. The respondents
from 10+2 and diploma holders are 35 and 14 no‟s respectively. The research study
assumes that respondents educational background have marginal impact on e-
commerce buying.
Education
Chart no. 5.28- Education of respondents
Upto 10th
10+2
1.6% 8.01% Diploma
Graduate
1.6% 3.2%
Post Graduate
PhD
51.72%
33.87%
Chart 5.28, shows that more than 50% of respondents belong to „post-graduate
education‟ group and followed by graduates 33.87%.
The target population of study is e-commerce consumers those using electronic

gazette and internet for shopping and result show that qualified people are more
comfortable to buy online and these are the focus group consumers of e-commerce
business.
43
Occupation
Chart no. 5.29- Occupation of respondents
Student
Salaried
3.2%
Self-employed
3.2%
Business
13.04% Home Maker

28.83%
51.72%
More than 50% of the respondents are salaried and only 3.2% of respondents are
home maker. Students are 28.83% and self-employed respondents are 13.04.
Considering study salaried professional background are marginally large in no‟s it

means most focused target audience group is salaried persons followed by students
group which spends more time online for searching information.
Researcher found that salaried people have financial capacity to buy as it is most
important factor in marketing process. And the same time most influential factor in
case of salaried persons is e-buying saves time and price comparison enable them
and motivate to buy. Researcher found that buying behaviour of salaried person
from this study impact on e-buying.
44
Income
Chart no. 5.30- Income level of respondents
1-3 lakh
3-5 lakh
5-7 lakh
14.42% 7-10 lakh
More than 10 lakh
32.04%
16.02%
16.48%
21.05%
Chart no. 5.30 found that the income level of 1-3 lakh makes the larger group of
respondents with 140 no‟s out of 437 and its 32% of total respondent‟s.
The respondent whose income level is 3-5 lakh is 72 and 21 in percentage.
The respondents from level of 5-7 lakh income groups are 92 in no‟s and the
percentage is 16% of total respondents.
Respondents whose income is above 10 lakh are 14% of the total responses.
Surprisingly researcher found that the income level of respondents also have a very
less impact on e-commerce buying of consumers. It results that there is a good
response from all income group categories for e-commerce buying. It is an
exception for consumer buying behaviour as the income level of consumers
influence the buying decision of consumers in most of the time.
45
5.8 Descriptive Statistics
Table no. 5.31 Descriptive Statistics- Reasons for buying online
Minimu Maximu Std.

N m m Mean Deviation
[Hate going to
437 1.00 5.00 2.3684 .90321
shops]
[Availability of
extensive 437 1.00 5.00 3.4622 1.01211
information]
[Product reviews] 437 1.00 5.00 3.4943 1.11828
[Certain products are
available only 437 1.00 5.00 3.5675 1.18598
online]
[Convenience /
437 1.00 5.00 3.4966 1.02854
Service]
[Enables price
comparison] 437 1.00 5.00 3.7391 1.16353
[Saves time] 437 1.00 5.00 4.1098 1.12185

[Sales / Offers] 437 1.00 5.00 4.0275 1.05107
Overall Mean 3.5332
From descriptive statistics it is observed that time saving and attractive offers make
people buy from online (Mean higher than 4 on a scale of 5). It was also found that
respondent do not avoid to visit shops. But when standard deviations of items were
observed it was understood that the responses are widely distributed around the
mean values.
46
Table no. 5.32 Descriptive Statistics- Attitude towards Digital Marketing
Minimu Maximu Std.

[Digital ads make me
purchase the product] 437 1.00 5.00 3.0458 1.09742
[Digital ad remind me
of buying certain
things when I am at
437 1.00 5.00 3.4691 1.02585
work]
[Digital ads are more

appealing] 437 1.00 5.00 3.5355 .99621
[Digital ads often

offer comprehensive
information] 437 1.00 5.00 3.5332 .97770
[Digital
Advertisements are
often relevant to me] 437 1.00 5.00 3.4050 1.09765
Overall Mean 3.40
Digital advertisements are more appealing and Digital Advertisements often offer
comprehensive information have been found to receive highest mean values.
Overall Mean of this subscale (3.40) suggests that overall attitude of consumers
towards digital advertisements is favourable.
Research study reveals that digital ads remind to buy certain items, ads are more
appealing than traditional ads, and ads are more informative and often relevant. The
impact of digital ads on purchase decision is not very less but below (3.04) the
overall average mean.
47
Table no. 5.33 Descriptive Statistics- Influence of Digital Marketing Channels
Minimu Maximu Std.

Search Engine 437 1.00 5.00 3.6453 1.17702
Mobile
437 1.00 5.00 3.0847 1.06645
Advertising
E-mail 437 1.00 5.00 3.1625 .98552
Social Media 437 1.00 5.00 3.6430 1.01628
Direct e-commerce
website/ 437 1.00 5.00 3.6957 .99139
Application
Digital Display 437 1.00 5.00 3.6957 1.03884
Overall Mean 3.4878
Descriptive statistics show that direct e-commerce website/ mobile application has
highest influence on e-buying. Mobile advertisement has less influence compared to
other digital marketing channels. Overall mean of subscale suggests that all digital
marketing channels have fair influence on e-buying.
Table no.5.34 Descriptive Statistics- Satisfaction with e-commerce in general
Minimu Maximu Std.

How much satisfied
are you with the
products/ services 437 1.00 5.00 3.5469 1.04078
you bought through
digital channels
Mean value 3.54 indicates that consumers are satisfied with the e-commerce in
general.
E-commerce consumers overall experience through digital channel is satisfactory

level. It means digital channels are playing important role to connect consumers
with e-commerce business.
48
5.9 Statistical Analysis-
5.9.1 Demography and reasons for shopping through e-commerce
Table no. 5. 35 ANOVA Demography and reasons for shopping through e-

commerce
Sum of Mean
df F Sig.
Squares Square
Between Groups 4.498 3 1.499 0.824 0.481
Age Within Groups 787.356 433 1.818
Total 791.854 436
Between Groups 7.752 3 2.584 2.357 0.071

Education Within Groups 474.756 433 1.096
Total 482.508 436
Between Groups 16.613 3 5.538 2.705 0.045
Income Within Groups 886.504 433 2.047
Total 903.117 436
Since the p value of F test (F 3, .824=.481) is not less than .05 there is no significant
relationship between age and reasons for shopping through e-commerce.
49
5.10 Hypothesis Testing
5.10.1 HYPOTHESIS-I
Digital Advertisement & Satisfaction of online buyers
service bought online are not significantly related.
service bought online are significantly related.
To test this hypothesis One- way ANOVA is used. The results are shown in table
no. 5.36.
Table No. 5.36 ANOVA- Attitude towards Digital Marketing* digital

marketing Channels
Sum of Mean
Squares df Square F Sig.
[Digital ads make me Between Groups 135.611 4 33.903 37.605 .000
purchase the product] Within Groups 389.474 432 .902
Total 525.085 436
[Digital ad remind me of Between Groups 34.942 4 8.736 8.903 .000
buying certain things Within Groups
when I am at work] 423.891 432 .981
Total 458.833 436
[Digital ads are more Between Groups 18.485 4 4.621 4.820 .001
appealing] Within Groups 414.216 432 .959
Total 432.700 436
[Digital ads often offer Between Groups 79.664 4 19.916 25.523 .000
comprehensive Within Groups 337.104 432 .780
information]
Total
416.769 436
[Digital Advertisements Between Groups 16.297 4 4.074 3.458 .009
are often relevant to me] Within Groups 509.012 432 1.178
Total 525.309 436
From table no.5.36 it is observed that the significant value of F test is less than .05
(p<.05). This indicates that the value of F test fall in rejection zone and thus we
reject null hypothesis H0 „The attitude towards digital advertisements and
satisfaction with the product/service bought online are not significantly related‟.
50
Therefore we accept H1. This means that as the attitude of consumer changes their
satisfaction level with the product/ service bought online also changes.
It can be interpreted that the satisfaction is somehow is also related with the
attitude toward digital marketing. Further research is required to explore this
relationship and to investigate as to how attitude towards digital marketing affects
the satisfaction with online bought product or service.
5.10.2 HYPOTHESIS-II.
Digital Marketing Channels and Frequency of e-buying
H0: Digital Marketing Channels do not significantly influence frequency of e-

buying
H1: Digital Marketing Channels significantly influence frequency of e- buying
Sub Hypothesis:
H0a: Search engine does not significantly influence frequency of e-buying

H1a: Search engine significantly influence frequency of e-buying
H0b: Mobile advertisement does not significantly influence frequency of e-buying

H1b: Mobile advertisement significantly influence frequency of e- buying
H0c: E-mail channel does not significantly influence frequency of e-buying

H1c: E-mail channel significantly influence frequency of e-buying
H0d: Social Media Channel does not significantly influence frequency of e-buying
H1d: Social Media Channel significantly influence frequency of e-buying
H0e: E-commerce website/ Application does not significantly influence frequency

of e-buying
H1e: E-commerce website/ Application significantly influence frequency of e-
buying
H0f: Digital display does not significantly influence frequency of e-buying

H1f: Digital display significantly influence frequency of e-buying
51
To test these hypotheses Pearson Correlation test is used. The result is shown in
table no. 5.37.
Table no. 5.37 Correlations- Influence of digital marketing channels*

frequency of e-buying
Direct e-
How commerc
often do Mobil e
you buy e website/
products Search Adver E- Social Applicati Digital
online? Engine tising mail Media on Display
Ho Pearso
w n
ofte Correla
n do tion
you
buy
prod 1 .284(**) .026 .046 .223(**) .373(**) .369(**)
ucts
onli
ne?
Sig. (2-
.000 .593 .335 .000 .000 .000
tailed)
N 437 437 437 437 437 437 437
N 437 437 437 437 437 437 437
**Correlation is significant at the 0.01 level (2-tailed).
From Significant values of the test it is found that Search engine, Social media, e-
commerce website/ mobile application and digital display have significant positive
effect on frequency of e-buying. All values of Pearson Correlation (for above
mentioned channels) range from .223 to .369. These values indicate low positive
correlation; however the correlation is statistically significant and not by just
chance. Therefore we fail to accept Null Hypothesis, H0: Digital Marketing
Channels do not significantly influence frequency of e-buying.
Thus the alternate hypothesis H1 is accepted. In other words “Digital Marketing

Channels significantly influence frequency of e-buying”.
52
The Null Hypothesis statements consequently regarding Digital Marketing
Channels; Search engine does not significantly influence frequency of e-buying,
Mobile advertisement does not significantly influence frequency of e-buying, E-
mail channel does not significantly influence frequency of e-buying, Social Media
Channel does not significantly influence frequency of e-buying, E-commerce
website/ Application does not significantly influence frequency of e-buying and
Digital display does not significantly influence frequency of e-buying are not
accepted.
Accordingly hypothesis H1a, H1b, H1c, H1d, H1e and H1f are accepted.
Thus the digital marketing channels like Search engine, Mobile Advertisement,
E-mail, Social Media, Direct e-commerce website/application and Digital
Display significantly influence frequency of e-buying.
5.10.3 HYPOTHESIS-III
Clicking Advertisement and Frequency of e-buying
H0: Clicking/ Following digital advertisement (on internet/smart phone) is not

significantly correlated with the frequency of e-buying.
H1: Clicking/ Following digital advertisement (on internet/smart phone) is
significantly correlated with the frequency of e-buying.
Pearson correlation test is used to test this hypothesis. Table 4.38 shows the results
of the test.
Table no. 5.38 Correlations- Clicking/ Following digital advertisement*
frequency of e-buying
How often do How often have you

you buy products clicked digital ads on
online? day to day basis?
How often do you Pearson 1 .175(**)
buy products online? Correlation
Sig. (2-tailed) .000
N 437 437
How often have you Pearson .175(**) 1
clicked digital ads Correlation
on day to day basis? Sig. (2-tailed) .000
N 437 437
53
** Correlation is significant at the 0.01 level (2-tailed).
The result shows that the correlation is significant since the p value is less than .05.
It was found that the correlation is positive.
There for we fail to accept null hypothesis H0: Clicking/ Following digital
advertisement (on internet/ smart phone) is not significantly correlated with the
Thus the alternative hypothesis H1 is accepted. In other words “clicking/ following

digital advertisements results in increased e-buying. This indicates that digital
advertisement influence online buying positively”.
5.10.4 HYPOTHESIS-IV
Frequency of using internet and e-buying frequency
H0: Frequency of using internet and e-buying frequency are not significantly related
H1: Frequency of using internet and e-buying frequency are significantly related
One way ANOVA test is used to check if the means of these two variables differ
significantly. Table 4.39 shows the result of one way ANOVA.
Table no. 5.39 ANOVA- Frequency of using internet* e-buying frequency
Sum of Mean
Squares df Square F Sig.
Between
Groups 45.027 3 15.009 11.436 .000
Within Groups
568.282 433 1.312
Total
613.309 436
Significant value of F test shows (p<.05) that there is significant relationship exists
between frequency of using internet and e-buying behaviour.
Therefore we fail to accept null hypothesis H0: Frequency of using internet and e-
buying frequency are not significantly related. Thus we accept alternate hypothesis
54
H1 is accepted. In other words “Frequency of using internet and e-buying frequency
are significantly related”.
This means that there exists a significant relationship between frequency of using
internet and e-buying frequency. However this does not shows the strength and
direction of the relationships. It requires further inquiry into the relationship.
5.11 Conclusion:
This chapter analysed the data which was collected through structured
questionnaire. The responses were coded in SPSS for analysis purpose. Parametric
test were used for testing hypotheses. This chapter helped in formulating findings of
the study. Findings and discussions are given in subsequent chapter in detail.
55
CHAPTER NO: 6
OBSRVATIONS AND FINDINGS

ACCORDING TO DATA
ANALYSIS
6.1 Observations
6.2 Major Findings
6.3 General Findings
1
CHAPTER NO: 6
OBSRVATIONS AND FINDINGS ACCORDING TO DATA

ANALYSIS
6.1 Observations:
1) Researcher observed that every time new marketing changes are happening but
this time it’s different, this time it’s not only rules have been changed but customers
themselves discovered the new framework of marketing.
2) Researcher observed that e-commerce gives freedom to consumers to buy

wherever and whenever they want and search products of their choice and seller
from where they want to buy.
3) Researcher observed from literature review that growth rate of social media in
developing countries is more compare to developed countries.
4) Researcher observed that use of internet is increasing for information search; e-

commerce businesses promoting their products online but researcher also observed
that every click on an advertisement does not ensure frequent buying.
5) Researcher observed that the most influencing e-buying factors came to know
from this study are it ‘saves time’ and ‘sales offers’. The marketers can consider
these factors while finalizing digital marketing strategies.
6) Researcher observed that significant value of age is .481 is not less than .05;
hence there is no significant relationship between age and reasons for shopping
online.
7) Researcher observed that use of e-commerce is most frequent for buying services
than products as most e-buying 44% flight/railway/bus/air tickets and 29% movie
and concert tickets.
8) App market: Mobile owners prefer shifting towards apps compare to browse.
9) Research also observed that more respondents belong to Post graduate education
group. Digital ad must be focused to educated consumers.
2
10) Researcher observed that more than 50% respondents are more from salaried
and less respondents from home maker group.
11) Researcher observed that income level of 1-3 lakh has the larger group of
respondents.
12) Researcher observed that more than 50% of respondents belong to ‘post-
graduate education’ group.
13) Researcher observed that male respondents are more as they are ready to
provide information easily, it doesn’t mean that male e-commerce buyers are more
compare to female e-buyers.
6.2 Major Findings:
1) Researcher found that almost 53% consumers are satisfied with online buying.
The attitude of e-commerce consumer changes their satisfaction level with the
product/ service bought online also changes. It can be interpreted that the
satisfaction is somehow is also related with the attitude toward digital marketing.
There is a significant relationship with attitude towards digital advertisement and
satisfaction level of e-buyers.
2) Researcher found that 60% e-buyers get influenced to buy online. It found
significant positive effect of digital marketing channels on frequency of e-buying.
3) Researcher found that clicking and following digital advertisements are

significantly correlated with frequency of e-buying. This indicates that digital
advertisement influence online buying positively.
4) Researcher found that there exists a significant relationship between frequency

of using internet and e-buying frequency. As use of internet has impact on e-buying
frequency and e-commerce business at the end.
5) Researcher found that digital advertisements are more appealing and digital
advertisements often offer comprehensive information have been found to receive
highest mean values.
3
6) Research found that 64% respondents reported that direct e-commerce website/
mobile application has highest influence on e-buying.
7) All digital marketing channels have fair influence on e-buying. It was found that
different digital marketing channels have different impact on attitude of consumers
towards digital marketing. Therefore each channel must be used cautiously
according to product/services and audience type.
8) Researcher found that mobile advertisement and email has less influence on e-
buying compared to other digital marketing channels.
9) Researcher found that there is a significant relation in searching information

about products/ services and their prices on internet, search engine have significant
impact on e-buying.
10) Researcher found that Consumers are convenient to buy online it doesn’t mean
they avoid visiting shops. Offline reputation must be maintained.
11) Researcher found that satisfaction level of e-commerce consumer’s changes

according to e-buyers demographic characteristics.
12) Researcher found that the ‘p’ value of F test (F 3, .824=.481) is not less than .05
there is no significant relationship between age and reasons for shopping through e-
commerce.
6.3 General Findings:

1) Researcher found that email and information searches are the main reasons
for using internet. So marketers can use this information to design their
digital promotion campaign.
2) Researcher found that more than 30% respondents reported that they buy
product online moderately often, 10% of respondents said that they buy
products online extremely often and 16% buy online quite often. These
figures show that the market is full of potential for e-marketers and e-
commerce business.
4
3) Researcher found that more than 50% of respondents do not avoid visiting
shops. So if people prefer online buying that does not mean, people do not
buy from shops or do not visit shops.
4) Researcher found that more than 50% of respondents agree that extensive
information is available on e-commerce platform. Information of product
and services available on e-commerce platform helps to engage consumers
and helps to buy.
5) Respondents agree and study found that extensive information is available
on e-commerce platform.
6) Researcher found that consumers can easily check reviews of the product
they likely to buy, as more than 50% respondents agrees that they can check
reviews easily for the products which they want to buy.
7) Researcher found that almost 60% of respondents prefer to buy from online
only because particular products are available only to be bought online.
8) Researcher found that more than 50% of respondents found it
convenient/service to shop online. This is favorable for e-commerce.
9) Researcher found that more than 65% of respondents agree that price
comparison is easy in e-commerce (shopping online).
10) Researcher found that almost 75% of respondents reported that online
shopping saves time and thus it can be considered as most influencing
reason for shopping online.
11) Researcher found that 65% of respondents find sales offers attractive on e-
commerce platform as compared with the traditional retail shops; it is also
another influencing reason for online shopping.
12) Researcher based on study results interpreted that use of e-commerce is
most frequent for buying services than products.
13) Researcher found that Digital advertising have little impact on buying
decision but it also interpret that it helps to remind them for buying certain
things.
14) Researcher found that digital advertisements are more appealing compared
to traditional print and other media advertisements. This indicates that
people get attracted towards digital advertisement more quickly and easily.
5
15) Researcher found that Digital ads have comprehensive information. This is
an indication that digital advertisements can be used effectively for making
consumers aware of something.
16) Researcher based on findings interpreted that digital advertisements have
little impact on their buying decision and digital advertisements can be used
for brand building.
17) Researcher found that digital advertisements are often relevant to e-
commerce consumers.
18) Researcher found that more than 62% of respondents feel that digital
displays placed in shopping malls, Air ports, Railway stations, Parks,
restaurants etc. influence their online buying decisions.
19) Researcher also found that e-mail advertisement has neutral influence on
buying decision.
20) Researcher found that e-commerce consumers get influenced by social
media channel when it comes to buying online.
21) Researcher also found that advertisements displayed on website of e-
commerce influence online buying decision.
22) Researcher found that respondents are satisfied with the e-commerce
platform they had bought things from.
23) Researcher found that mean value 3.54 indicates that consumers are satisfied
with the e-commerce in general.
24) Researcher found that all age group have almost equal impact of digital
marketing and response to e-commerce but age groups 31-40 and 41-50
have same and little bit more response. It indicates that buying behavior
doesn’t change according to age in e-commerce consumers.
25) Researcher found that more than half of the respondents are satisfied with
the e-commerce platform they had bought things from. 34% of respondents
are neither satisfied nor dissatisfied with their experience with e-commerce.
6
CHAPTER NO:7
SUGGESATIONS AND
RECOMENDATIONS
7.1 SUGGESATIONS
7.2 RECOMENDATIONS
1
CHAPTER NO: 7
SUGGESATIONS AND RECOMENDATIONS
The Researcher after detailed analysis and findings from study were able to come
up with useful suggestions for e-commerce consumers, Marketers and government
organization. The analysis and findings of this study gives many insights to
researcher in the area of digital marketing in e-commerce business. These are the
suggestions and recommendations proposed by researcher based on overall study.
These suggestions must be useful to marketers to use or increase result of digital
marketing strategies to increase revenue and most useful to government to provide
citizen centric services and to increase efficiency of work through effective digital
communication strategies.
7.1 SUGGESATIONS:
SUGGESATIONS TO MARKETERS:
1) Research study found that search engine influence frequency of e-buying,

researcher suggest to make optimum use of search engine marketing,
increase virtual presence by online and offline search engine optimization.
2) Research also suggest to develop and well maintain direct e-commerce
website /web application /mobile application as the e-business consumers
found preferred way to connect directly to e-commerce business and having
influence on e-buying.
3) Researcher suggests that marketers should increase satisfaction level of
online consumers by using proper digital marketing channels.
4) Researcher also observed that respondents mainly using internet for email
and information search accordingly researcher is suggesting marketers to
concentrate on email marketing/promotion strategies and make a strategies
to optimize your product/services information online so that customer can
find it easily.
5) Clicking/digital ads have positive correlation with e-buying frequency but
the same time ads must be interesting and focused then only e-commerce
consumers have influence on e-buying.
2
6) Research shows that most of the people are using internet daily, multiple
times in a day, 4-6 times in a week it means there is a scope for any business
to make a strong presence online.
7) Researcher based on research study suggests that use of ‘Digital Marketing’
strategies will not increase only e-commerce business but also helps to
increase store traffic as well.
8) Overall attitude of consumers towards digital advertisements is favorable.
Accordingly researcher suggests that there is an opportunity for e-commerce
businesses to increase sale by using digital advertisement.
9) Researcher suggests most important factor that people are buying online it
doesn’t mean they avoid visiting shops. Offline reputation must be
maintained.
10) Researcher based on study suggests that salaried people are more in
percentage to buy online. Accordingly targeting this segment will give more
mileage to reach to potential customers.
11) Researcher suggests based on findings of study that all digital marketing
channels have equally good influence on e-buying but direct e-commerce
website/app, digital display and social media channels have more influence
on e-buying.
12) Researcher found that consumers are using e-commerce most frequently for
buying Flight/Rail/bus tickets, movie/ concert tickets, apparels and
electronic items. Researcher suggests that these areas have good scope for e-
commerce business.
13) Use of internet is increasing for information search. Therefore e-commerce
should grab this opportunity to promote their products. However appropriate
care should be taken as it was found that the number of clicks on an
advertisement does not ensure frequent buying. It was found that those who
clicked on advertisement more often have bought products/ services online
less often. Therefore choice of digital marketing channel and content of
advertisements should be appropriate and appealing to consumers.
14) Researcher suggests that digital technology enabled communication is very
sensitive and available on fingertips to move it in a positive direction 24
hours monitoring is required.
3
15) Researcher suggests based on study that once you adopt digital
communication platforms then consistency is must.
16) Researcher also suggested that only experts can make it more successful so
that dependency on professional staff or professional agency is mandatory at
least in present scenario.
17) Researcher suggests that marketers need to make use of digital
advertisements more effective by identifying target groups particularly.
18) Same time don’t rely fully for sale on email marketing and mobile
marketing as buying frequency is less but positive impact for branding and
reminder to buy online.
19) To keep in mind e-commerce in service sector is more preferred by e-buyers
in present scenario.
SUGGESATIONS TO GOVERNMENT SECTOR:
1. Researcher suggests that PRO system of government must be very strong

and responsive to in-cash benefits of digital communication in all
departments.
2. Researcher suggests that development of basic technology infrastructure in

offices as well as in rural area and cost effectiveness of services must be
taken on priority by government to make optimum use of digital
communication.
3. Researchers suggest that for further increasing the scope and extend the use
of online services; government could provide even more citizen-centric and
user-friendly services.
4. Researcher suggests that enhancing trust in digital system through data
privacy and security of information system is must.
4
7.2 RECOMENDATIONS:
RECOMENDATIONS TO MARKETERS:
1. Researcher recommend to every marketer to adopt digital marketing strategy

as a compulsory marketing strategy to increase sales.
2. Researcher recommends that most influencing e-buying factors of this study
are ‘saves time’ and ‘sales offers’. The marketers can consider these factors
while finalizing digital marketing strategies.
RECOMENDATIONS TO GOVERNMENT SECTOR:
1. Researcher recommends that capacity development of leadership in e-

government and public servants as facilitators of online public services
should go hand in hand.
2. Researcher based on study recommends that people are mostly responding
to buy services online as compare to products it indicates that there is a
tremendous opportunity for government to provide citizen services online.
3. Researcher recommend based on this research study that any government to
reach the goal of success, digital communication in the government sector has
committed to give something big that out-stand and engage the right audience.
5
CHAPTER NO:8
CONCLUSIONS AND
FURTHER SCOPE OF THE
STUDY
8.1 Conclusion
8.2 Scope for future research studies
1
CHAPTER NO: 8
CONCLUSIONS AND FURTHER SCOPE OF THE STUDY
Measuring the impact of „Digital Marketing‟ in e-commerce business in the title of

study was the area of researching various platforms of digital marketing in e-
commerce business. The researcher taken all the necessary efforts and steps to
understand the dynamics of digital marketing and new ways of technology enabled
marketing platform‟s and their research concepts and tried to come up with his own
understanding and concept in relatively new area of digital marketing strategies
used in e-commerce business.
8.1 Conclusion:
The researcher came to the conclusion after study as:

interaction, feedback and many more. Every day new technology is introducing in
this area and changing the way of communication. Digital marketers and consumers
must be updated with new happening as it is the fastest way of communication.
Even the digital marketing trends, speed, development growth and ease of working
attract every business from multinational companies to small shop keepers.
to move it in a positive direction 24 hours monitoring and expertise are required. It
is a continuous process like core or traditional marketing to get result after
consistent efforts.
of existence of communication in e-commerce business as well as all sector because
of steep competition and forced to have digital presence as a pre-requisite for every
organization.
Research study highlighted that time saving and attractive offers make people buy
from online at the same time people are not avoiding to visit shops it means don‟t
avoid completely traditional communication, because offline reputation is the
foundation for any online actions.
2
After the regrows literature review, study analysis and finding the conclusive
statement is „digital marketing‟s channels have impact on influencing e-buying, re-
buying, increasing store traffic, reminding consumers whenever they want to buy,
branding, promotion, advertising and feedback.
Research study interpreted that use of e-commerce is most frequent for buying
services than products. Not to get surprised that more than 60% of respondents feel
that they get influenced by social media channel when it comes to buying online it
shows long term benefits apart from routine push. Artificial intelligence by using
technology to target and micro target interest group and the most important to send
personalized promotional advertisement is a unique feature of digital marketing
used in search engine and social media platforms.
The basics of Digital Marketing are “Learning of digital marketing is useless if you
don‟t apply” Ravi Khedkar.
8.2 Scope for future research studies-

Considering significant limitation of the research study the scope for future study is;
1) The responses collected are intentions of consumers and are not actual
behavior. Intentions may or may not lead to behavior. Therefore findings
may not be generalized.
2) Experimental research design would give better insights into this context.
3) E-commerce companies and Digital marketing agencies were not ready to
4) Study is limited to e-buyers in Pune region as it may vary in another city or
rural area.
5) Further study includes e-commerce in general. The future studies should
focus on particular e-commerce marketers.
6) Research study found that Mobile advertising and email have no significant
relation with frequency of e-buying it has a scope for further study to get
more insight on it.
7) Further research is required to explore this relationship and to investigate as
to how attitude towards digital marketing affects the satisfaction with online
bought product or service.
3
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15
“A STUDY OF THE IMPACT OF „DIGITAL
MARKETING‟ ON E-COMMERCE BUSINESS”
A Thesis submitted to the Savitribai Phule Pune University,
For award of degree of Doctor of Philosophy (PhD)
In the subject Marketing Management
Under Faculty of Management
Submitted by
Ravindra Khedkar
Under the Guidance of
Prof. (Dr.) Omprakash Haldar
Professor and HOD Dr D. Y. Patil School of Management
Research Centre
ASM’s IBMR Research Centre, Chinchwad, Pune.
May-2019
CHAPTER NO:8
CONCLUSIONS AND
FURTHER SCOPE OF THE
STUDY
8.1 Conclusion
8.2 Scope for future research studies
1
CHAPTER NO: 8
CONCLUSIONS AND FURTHER SCOPE OF THE STUDY
Measuring the impact of „Digital Marketing‟ in e-commerce business in the title of

study was the area of researching various platforms of digital marketing in e-
commerce business. The researcher taken all the necessary efforts and steps to
understand the dynamics of digital marketing and new ways of technology enabled
marketing platform‟s and their research concepts and tried to come up with his own
understanding and concept in relatively new area of digital marketing strategies
used in e-commerce business.
8.1 Conclusion:
The researcher came to the conclusion after study as:

interaction, feedback and many more. Every day new technology is introducing in
this area and changing the way of communication. Digital marketers and consumers
must be updated with new happening as it is the fastest way of communication.
Even the digital marketing trends, speed, development growth and ease of working
attract every business from multinational companies to small shop keepers.
to move it in a positive direction 24 hours monitoring and expertise are required. It
is a continuous process like core or traditional marketing to get result after
consistent efforts.
of existence of communication in e-commerce business as well as all sector because
of steep competition and forced to have digital presence as a pre-requisite for every
organization.
Research study highlighted that time saving and attractive offers make people buy
from online at the same time people are not avoiding to visit shops it means don‟t
avoid completely traditional communication, because offline reputation is the
foundation for any online actions.
2
After the regrows literature review, study analysis and finding the conclusive
statement is „digital marketing‟s channels have impact on influencing e-buying, re-
buying, increasing store traffic, reminding consumers whenever they want to buy,
branding, promotion, advertising and feedback.
Research study interpreted that use of e-commerce is most frequent for buying
services than products. Not to get surprised that more than 60% of respondents feel
that they get influenced by social media channel when it comes to buying online it
shows long term benefits apart from routine push. Artificial intelligence by using
technology to target and micro target interest group and the most important to send
personalized promotional advertisement is a unique feature of digital marketing
used in search engine and social media platforms.
The basics of Digital Marketing are “Learning of digital marketing is useless if you
don‟t apply” Ravi Khedkar.
8.2 Scope for future research studies-

Considering significant limitation of the research study the scope for future study is;
1) The responses collected are intentions of consumers and are not actual
behavior. Intentions may or may not lead to behavior. Therefore findings
may not be generalized.
2) Experimental research design would give better insights into this context.
3) E-commerce companies and Digital marketing agencies were not ready to
4) Study is limited to e-buyers in Pune region as it may vary in another city or
rural area.
5) Further study includes e-commerce in general. The future studies should
focus on particular e-commerce marketers.
6) Research study found that Mobile advertising and email have no significant
relation with frequency of e-buying it has a scope for further study to get
more insight on it.
7) Further research is required to explore this relationship and to investigate as
to how attitude towards digital marketing affects the satisfaction with online
bought product or service.

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A STUDY OF THE IMPACT OF „DIGITAL MARKETING‟ ON E-COMMERCE BUSINESS

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Copyright:

Available Formats

“A STUDY OF THE IMPACT OF „DIGITAL

MARKETING‟ ON E-COMMERCE BUSINESS”

A Thesis submitted to the Savitribai Phule Pune University,

For award of degree of Doctor of Philosophy (PhD)

In the subject Marketing Management

Under Faculty of Management

Under the Guidance of

Prof. (Dr.) Omprakash Haldar

Professor and HOD Dr D. Y. Patil School of Management

ASM’s IBMR Research Centre, Chinchwad, Pune.

List of Tables XIX

List of Figures XXI

List of Charts XXII

CHAPTER NO.2. LITERATURE REVIEW 48-104

CHAPTER NO.3. SCOPE, OBJECTIVES AND 105-

CHAPTER NO.5. DATA ANALYSIS AND 123-

5.6 Frequencies- Subscale Satisfaction with e-commerce 160

CHAPTER NO. 8. CONCLUSIONS AND FUTURE 189 -

APPENDICES 192 -210

5.1 Summary of treatment of responses 125

5.2 Shapiro-Wilk Test 126

5.3 Skewness and Kurtosis test 127

5.4 Reliability Statistics 136

5.5 Frequencies- How often do you access internet to research

5.7 Frequencies- How often do you buy products online? 139

5.8 Frequencies- Avoid going to shops 140

5.9 Frequencies- Availability of extensive information 141

5.10 Frequencies- Product reviews 142

5.11 Frequencies- Certain products are available only online 143

5.12 Frequencies- Convenience / Service 144

5.13 Frequencies- Enables price comparison 145

5.14 Frequencies- Saves time 146

5.15 Frequencies- Sales / Offers 147

5.16 Frequencies- Most frequent online purchases 148

5.18 Digital ads make me purchase the product 150

5.20 Digital ads are more appealing 152

5.21 Digital ads often offer comprehensive information 153

5.23 Frequencies- Influence of Search Engine 155

5.25 Influence of E-mail advertisement/ Promotion 157

5.28 Influence of Digital Display 160

5.30 Demographic Profile of the respondents 162

5.33 Descriptive Statistics- Influence of Digital Marketing Channels 170

5.39 ANOVA- Frequency of using internet* e-buying frequency 176

CH. 2. Review of Literature

WWW: World Wide Web

Generation ‘Y’: Young generation

ICT: Information Communication Technology

SEO: Search Engine Optimisation

SEM: Search Engine Marketing

SMM: Social Media Marketing

PPC: Pay Per Click

UK: United Kingdom

TV: Tele Vision

WTO: World Trade Organization

EDI: Electronic Data Intelligence

SMS: Short Message Service

MMS: Multimedia Message Service

ATM: Automated Teller machines

B2B: Business to Business

B2C: Business to Customers

C2C: Customers to Customers

G2C: Government to Citizens/Customers

G2B: Government to Business

G2G: Government to Government