Current Trends in Business Management(CTBM)

Assistant professor, Department of commerce. Avinashilingam, Institute for Home Science and Higher Education for women Coimbatore, India

Publications

• Research Article   
  Factors Affecting Consumer Response towards Digital Advertising and Buying Behaviour
  Author(s): A. Malarvizhi* and P. Deivanai
  
  The present situation is full of urgent needs for the future, which have been essentially becoming such a fundamental part of our everyday lives. In the area of communication and the media, there have been several significant changes in recent years. Many new concepts popped up and new media advertising is one of them. New media advertisement is a synonym for digital advertising. The volume and coverage of Digital advertisements are increasing dramatically. Businesses are investing more in digital marketing than in the past. The primary objectives of this study are to identify the effectiveness of digital adverting also analyze the factors influencing consumer buying behaviour of digital advertising. 120 Coimbatore respondents make up the sample size. Tools used for the study are simple percentage analysis, factor analysis, and ANOVA. The output of the study shows that Entertainment, .. Read More»
  

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