An empirical analysis of digital marketing impact on consumer buying behaviour - the case of North Macedonia
by Edrina Emini; Hatibe Deari Zekjiri
International Journal of Islamic Marketing and Branding (IJIMB), Vol. 5, No. 4, 2020

Abstract: This paper tries to examine the dynamic changes within marketing practice and the impact of digital marketing on the buying behaviour of consumers in North Macedonia. A structured questionnaire is used to collect primary data with a sample size of 211 respondents. The data are analysed with SPSS software statistical tool. The results of the paper suggest that there is a significant impact of digital marketing on consumer buying behaviour, but the empirical findings also suggest that there is no statistical difference between consumer behaviour and the type of digital channels consumers use. Furthermore, based on the results there is no statistically significant difference between consumer's monthly income and the level of buying through digital channels. This paper provides some theoretical overview of digital marketing, and the empirical findings contribute to the existing literature on the impact of digital marketing on consumer behaviour in North Macedonia. Finally, this research is limited by the small number of respondents, and a larger sample size might contribute to more representation of consumer buying behaviour in North Macedonia.

Online publication date: Tue, 20-Apr-2021

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Islamic Marketing and Branding (IJIMB):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com