Footprints of Digital Marketing on Customers’ Purchase Decision

Abstract

The review article is specifically targeted towards the footprints of digital marketing on the customers’ purchase decision. Though customers’ purchase decision process is not single-handedly handled, it is a consolidated process that involves societal influence, word-of-mouth, cultural values, income level & other psychological aspects. However, the current era of the 2.0 web is not less than anything and contributes majorly towards constructing a customer’s purchase decision. Thereby, the following article’s objectivity is filled by reviewing 16 research articles from around the world from 2010. Nonetheless, specific recommendations have also been summarized at the end of this review article to help marketers digitalize their businesses & increase their customers’ loyalty.

Keywords: digital marketing, purchase decision, social influence, word-of-mouth, customers’ loyalty, etc.

JEL Classification: 100