The Effectiveness of Digital Advertising towards Customer Satisfaction

Angelin Reshma S.*, Jesintha P.**
* Research Scholar, Department of Commerce, Women's Christian College, Nagercoil - 629001 (Affiliated to Manonmaniam Sundaranar University, Abishekapatti, Tirunelveli - 627012).
** Assistant Professor, Department of Commerce, Women's Christian College, Nagercoil - 629001 (Affiliated to Manonmaniam Sundaranar University, Abishekapatti, Tirunelveli - 627012) Email: joesahayajeba@gmail.com
Periodicity:July - December'2024
DOI : https://doi.org/10.26634/bresearch.24.2.21367

Abstract

In the modern era, digital advertising plays a significant role in selling products by leveraging various digital platforms such as social media, pay-per-click, search engine optimization, and email marketing to connect with existing customers and potential buyers. This study aims to assess the level of customer satisfaction in digital advertising and identify the most influential media channels. A total of 90 respondents were selected through a random sampling method to conduct this analysis. Primary data and secondary data were collected for this study and SPSS software were used to analyze the data.

Keywords

Digital Advertising, Digital Media, Customer Satisfaction, Search Engine, E-mail Advertising.

How to Cite this Article?

Reshma, S. A., and Jesintha, P. (2024). The Effectiveness of Digital Advertising towards Customer Satisfaction. B-Research, 24(2), 25-28. https://doi.org/10.26634/bresearch.24.2.21367

References

[1]. Srivastava, A., & Chopra, K. (2016). Impact of online marketing in molding consumer behaviour. International Journal of Engineering and Management Research (IJEMR), 6(1), 478-486.
[3]. Nuseir, M., & Refae, G. E. (2024). The impact of digital advertising channels on the customer buying behavior: The moderating task of advertising strategies. International Journal of Data and Network Science, 8, 2435–2444.
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