Effect of Digital Marketing Communication on Customer Buying Decision

This book concluded that Digital Marketing Communication affected the entire consumer buying decision process right from need recognition to the post-purchase stage. Digital marketing communication had an effect on the need recognition stage of the consumer buying decision process by making them aware of their needs of buying a new car. Respondents used digital channels of communication as important information sources while buying a car. Respondents read the reviews of other customers, gave importance to consensus recommendations, trusted customers' opinions more than the marketer¿s claims, preponed their buying decisions, changed the considered brand after reading others¿ reviews, and joined the online communities and forums, participated in online discussions, subscribed to newsletters and shared their satisfactory or dissatisfactory post-purchase feelings over digital platforms.