| Issue |
E3S Web Conf.
Volume 399, 2023
International Conference on Newer Engineering Concepts and Technology (ICONNECT-2023)
|
|
|---|---|---|
| Article Number | 07003 | |
| Number of page(s) | 9 | |
| Section | Management | |
| DOI | https://doi.org/10.1051/e3sconf/202339907003 | |
| Published online | 12 July 2023 | |
Customers' Attitude Towards Digital Advertising Communication
1 Assistant Professor, Post Graduate Teaching Department of Commerce, Gondwana University Gadchiroli (MS)
2 Assistant Professor, KIMDS Namkum
3 Assistant Professor, Chandigarh School of Business, CGC Jhanjheri
4 Associate Professor, Chandigarh School of Business, CGC Jhanjheri
5 Head of Incubation Centre, PGIMER, Chandigarh
* Corresponding author: connectprashant2you@gmail.com
bikramdutt@gmail.com
aggarwalmadhuri20@gmail.com
suprinahr@gmail.com
smitijhajj84@gmail.com
This article aims to investigate how consumers feel about digital marketing messages before making a purchase. 198 respondents to the research solely utilised conventional lines of communication and refrained from using digital channels while making purchases. The essay outlines the benefits of not communicating digitally. Additionally, the research uses cluster analysis to identify the client categories that use conventional communication methods.
Key words: Cluster Analysis / Cronbach's Alpha / Digital Channel / Traditional Channel
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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