Title: An empirical analysis of digital marketing impact on consumer buying behaviour - the case of North Macedonia

Authors: Edrina Emini; Hatibe Deari Zekjiri

Addresses: Business Administration, South East European University, North Macedonia ' Faculty of Economics, University of Tetova, North Macedonia

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.

Keywords: digital marketing; digital channels; consumer buying behaviour; purchase decision; developing countries; North Macedonia.

DOI: 10.1504/IJIMB.2020.114377

International Journal of Islamic Marketing and Branding, 2020 Vol.5 No.4, pp.247 - 257

Received: 22 Apr 2020
Accepted: 22 Jul 2020
Published online: 20 Apr 2021 *

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