Digital Marketing Communication and Consumer Buying Decision Process in Pandemic Standpoint (COVID-19): An Empirical Study of Bangladeshi Customers’ in Branded Cosmetics Perspective
The impact of digital buying during COVID-19
situation in Bangladesh creates a vast number of customers since staying at
home availing products specially in aspects of branded cosmetics. A large
number of customers really are ordering branded cosmetics through online in
Bangladesh during pandemic (COVID-19). This study focuses the standpoint of
digital marketing communication of branded cosmetics in Bangladeshi customers.
The primary data was collected from Dhaka (Capital of Bangladesh) through
online using convenient sampling and the sample size was 665. Chi-square along
with hypothesis test was applied. The study reflects that digital channel of
communication such as websites, social media, was used/followed through smart phones or computers
during this pandemic while buying branded cosmetics in Bangladesh specially at
Dhaka city. In buying decision process, starts from need recognition to post
purchase behaviour were affected enormously. The outcome of the result shows
digital marketing communication could trigger on every stage of buying decision
behaviour with high involvement in buying branded cosmetics. This study also
showed that customers have positive feelings towards digital platforms during
this pandemic (COVID-19).
References
[1]
Aaker, D. A., & McLoughlin, D. (2009). Strategic Market Management: Global Perspectives. Hoboken, NJ: John Wiley & Sons.
[2]
Adam, M., Ibrahim, M., & Syahputra, H. (2020). The Role of Digital Marketing Platforms on Supply Chain Management for Customer Satisfaction and Loyalty in Small and Medium Enterprises (SMEs) at Indonesia. International Journal of Supply Chain Management, 9, 1210-1220.
[3]
Alexa, K., Shayne, M., Robert, W., & Michael, Z. (1996). Current Research: Marketing to the Digital Consumer. The McKinsey Quarterly, 3, 3-21.
[4]
Angelides, M. C. (1997). Implementing the Internet for Business: A Global Marketing Opportunity. International Journal of Information Management, 17, 405-419.
https://doi.org/10.1016/S0268-4012(97)00024-8
[5]
Bakos, J. Y. (1997). Reducing Buyer Search Costs: Implications for Electronic Marketplaces. Management Science, 43, 1676-1692. https://doi.org/10.1287/mnsc.43.12.1676
[6]
Bird, D. (2007). Commonsense Direct & Digital Marketing (5th ed., p. 448). London: Kagan.
[7]
Btrc.gov.bd (2020). Mobile Phone Subscribers in Bangladesh January 2020. BTRC.
http://www.btrc.gov.bd/content/mobile-phone-subscribers-bangladesh-january-2020
[8]
Bughin, J., Corb, L., Manyika, J., Nottebohm, O., Chui, M., de Muller Barbat, B., & Said, R. (2011). The Impact of Internet Technologies: Search, High Tech Practice. Chicago, IL: McKinsey & Company.
[9]
Chen, S., & Lin, C. (2019). Understanding the Effect of Social Media Marketing Activities: The Mediation of Social Identification, Perceived Value, and Satisfaction. Technological Forecasting and Social Change, 140, 22-32.
https://doi.org/10.1016/j.techfore.2018.11.025
[10]
Chiplunkar, S., Gowda, D., & Shivakumar, H. (2020). Adaptation of Pharmaceutical Marketing and Drug Promotion Practices in Times of Pandemic COVID-19. International Journal of Health & Allied Sciences, 9, 11-17.
[11]
Classen, M., & Friedli, T. (2019). Value-Based Marketing and Sales of Industrial Services: A Systematic Literature Review in the Age of Digital Technologies. Procedia CIRP, 83, 1-7. https://doi.org/10.1016/j.procir.2019.02.141
[12]
Clemens, K., Matkovic, J., Faasse, K., & Geers, A. (2020). Determinants of Safety-Focused Product Purchasing in the United States at the Beginning of the Global COVID-19 Pandemic. Safety Science, 130, Article ID: 104894.
https://doi.org/10.1016/j.ssci.2020.104894
[13]
Coibion, O., Gorodnichenko, Y., & Weber, M. (2020). The Cost of the COVID-19 Crisis: Lockdowns, Macroeconomic Expectations, and Consumer Spending. National Bureau of Economic Research (May 2020), Working Paper. https://doi.org/10.3386/w27141
[14]
Corniani, M. (2006). Digital Marketing Communication. Symphonia: Emerging Issues in Management, 2, 41-61. https://doi.org/10.4468/2006.2.04corniani
[15]
Dahiya, R. (2013). Consumers’ Attitude towards Digital Marketing. Review of Professional Management: A Journal of New Delhi Institute of Management, 11, 42.
https://doi.org/10.20968/rpm/2013/v11/i2/88697
[16]
Deighton, J. A. (1996). The Future of Interactive Marketing. Harvard Business Review, 74, 151-160.
[17]
Edelman, D., & Heller, J. (2015). How Digital Marketing Operations Can Transform Business. Insights & Publications. New York: McKinsey & Company.
[18]
Funde, Y., & Mehta, Y. (2014). Effect of Social Media on Purchase Decision. Pacific Business Review International, 6, 45-51.
[19]
Gay, R., Charlesworth, A., & Esen, R. (2007). On-Line Marketing: A Customer Led Approach. Madison Avenue, NY: Oxford University Press.
[20]
Giamanco, B., & Gregoire, K. (2012). Tweet Me, Friend Me, Make Me Buy. Harvard Business Review, 90, 89-93.
[21]
Gross, R. (2014). A Theoretical Consumer Decision Making Model: The Influence of Interactivity and Information Over-Load on Consumers’ Intent to Purchase Online. International Journal of Business Management & Economic Research, 5, 64-70.
[22]
Hausman, A. (2014). Consumer Decision-Making Process and Social Media. Digitalis.
[23]
Hollebeek, L., & Macky, K. (2019). Digital Content Marketing’s Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, and Implications. Journal of Interactive Marketing, 45, 27-41.
https://doi.org/10.1016/j.intmar.2018.07.003
[24]
Holliman, G., & Rowley, J. (2014). Business to Business Digital Content Marketing: Marketers’ Perceptions of Best Practice. Journal of Research in Interactive Marketing, 8, 269-293. https://doi.org/10.1108/JRIM-02-2014-0013
[25]
Hudson, S., Roth, M. S., & Madden, T. J. (2012). Customer Communications Management in the New Digital Era (Monograph). Columbia, SC: Centre for Marketing Studies, Darla Moore School of Business, University of South Carolina.
[26]
Hutter, K., Hautz, J., Dennhardt, S., & Füller, J. (2013). The Impact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The Case of MINI on Facebook. Journal of Product & Brand Management, 22, 342-351.
https://doi.org/10.1108/JPBM-05-2013-0299
[27]
Jayaram, D., Manrai, A., & Manrai, L. (2015). Effective Use of Marketing Technology in Eastern Europe: Web Analytics, Social Media, Customer Analytics, Digital Campaigns and Mobile Applications. Journal of Economics, Finance and Administrative Science, 20, 118-132. https://doi.org/10.1016/j.jefas.2015.07.001
[28]
Jayawardhena, C., Wright, L. T., & Masterson, R. (2003). An Investigation of Online Consumer Purchasing. Qualitative Market Research, 6, 58-65.
https://doi.org/10.1108/13522750310457384
[29]
Johnson, R. B., Onwuegbuzie, A. J., & Turner, L. A. (2007). Toward a Definition of Mixed Methods Research. Journal of Mixed Methods Research, 1, 112-133.
https://doi.org/10.1177/1558689806298224
[30]
Kink, N., & Hess, T. (2008). Search Engines as Substitutes for Traditional Information Sources? An Investigation of Media Choice. The Information Society, 24, 18-29.
https://doi.org/10.1080/01972240701771630
[31]
Kothari, D. P., & Saxena, A. (2004). Hypermedia: From Multimedia to Virtual Reality. Delhi: PHI.
[32]
Labrecque, L. I., Esche, J. V. D., Mathwick, C., Novak, T. P., & Hofacker, C. F. (2013). Consumer Power: Evolution in the Digital Age. Journal of Interactive Marketing, 27, 257-269. https://doi.org/10.1016/j.intmar.2013.09.002
[33]
Ludwig, S., De Ruyter, K., Friedman, M., Brüggen, E. C., Wetzels, M., & Pfann, G. (2013). More than Words: The Influence of Affective Content and Linguistic Style Matches in Online Reviews on Conversion Rates. Journal of Marketing, 77, 87-103.
https://doi.org/10.1509/jm.11.0560
[34]
Maklan, S., Knox, S., & Watson, K. (2001). How Is Consumer Behaviour Affected by Online Relationships (pp. 3-27). Bedford: CIME Branding Forum, Cranfield University School of Management.
[35]
Malhotra, N. K., & Dash, S. (2012). Marketing Research: An Applied Orientation (6th ed.). New Delhi: Pearson.
[36]
Merisavo, M., Kajalo, S., Karjaluoto, H., Virtanen, V., Salmenkivi, S., Raulas, M., & Leppaniemi, M. (2007). An Empirical Study of the Drivers of Consumer Acceptance of Mobile Advertising. Journal of Interactive Advertising, 7, 41-50.
https://doi.org/10.1080/15252019.2007.10722130
[37]
Mir, I. A., & Rehman, K. U. (2013). Factors Affecting Consumer Attitudes and Intentions toward User-Generated Product Content on YouTube. Management & Marketing, 8, 637-654.
[38]
Naik, P. A., & Peters, K. (2009). A Hierarchical Marketing Communications Model of Online and Offline Media Synergies. Journal of Interactive Marketing, 23, 288-299.
https://doi.org/10.1016/j.intmar.2009.07.005
[39]
Nguyen, H. T. (2014). Factors Affecting Customer Satisfaction and Trust in an e-Commerce Setting: A Case Study of Muachung.vn in Vietnam. AU-GSB e-Journal, 7, 43-52.
[40]
Pandey, U. S., & Shukla, S. (2010). E-Commerce and Mobile Commerce Technologies. New Delhi: S. Chand & Company Limited.
[41]
Pearson, A. (2013). Integrating Social Media with Mobile, Online and Other Marketing Channels. Journal of Digital & Social Media Marketing, 1, 192-200.
[42]
Petit, O., Velasco, C., & Spence, C. (2019). Digital Sensory Marketing: Integrating New Technologies into Multisensory Online Experience. Journal of Interactive Marketing, 45, 42-61. https://doi.org/10.1016/j.intmar.2018.07.004
[43]
Prahalad, C. K., & Ramaswamy, V. (2004a). Co-Creating Unique Value with Customers. Strategy & Leadership, 32, 4-9. https://doi.org/10.1108/10878570410699249
[44]
Prahalad, C. K., & Ramaswamy, V. (2004b). Co-Creation Experiences: The Next Practice in Value Creation. Journal of Interactive Marketing, 18, 5-14.
https://doi.org/10.1002/dir.20015
[45]
Racolta-Paina, N. D., & Luca, T. A. (2010). Several Considerations Regarding the Online Consumer in the 21st Century: A Theoretical Approach. Management & Marketing, 5, 85-100.
[46]
Ricciuti, M. (1995). Database Vendors Hawk Wares on Internet. InfoWorld, 17, 9-10.
[47]
Salehi, M., Mirzaei, H., Aghaei, M., & Abyari, M. (2012). Dissimilarity of E-Marketing vs Traditional Marketing. International Journal of Academic Research in Business and Social Sciences, 2, 510-515.
[48]
Scharl, A., Dickinger, A., & Murphy, J. (2005). Diffusion and Success Factors of Mobile Marketing. Electronic Commerce Research and Applications, 4, 159-173.
https://doi.org/10.1016/j.elerap.2004.10.006
[49]
Schiffman, L. G., Kanuk, L. L., & Hansen, H. (2008). Consumer Behaviour: A European Outlook. London: Prentice Hall.
[50]
Schiffman, L. G., Kanuk, L. L., & Kumar, S. R. (2010). Consumer Behavior (10th ed.). New Delhi: Pearson Prentice Hall.
[51]
Shapiro, C., & Varian, H. (1999). Information Rules. Boston, MA: Harvard Business School Press.
[52]
Sharma, V., & Klein, A. (2020). Consumer Perceived Value, Involvement, Trust, Susceptibility to Interpersonal Influence, and Intention to Participate in Online Group Buying. Journal of Retailing and Consumer Services, 52, Article ID: 101946.
https://doi.org/10.1016/j.jretconser.2019.101946
[53]
Srivastava, N., Srivastava, S., & Pai, A. (2014). Attitude and Perception towards Online Advertising among Students and Young Professionals: A Study. International Journal of Management, 5, 33-39.
[54]
Sudhahar, J. C., & Venkatapathy, R. (2005). Automobile Purchase: Peer Influence in Decision Making. Indian Journal of Marketing, 35, 16-22.
[55]
Taken Smith, K. (2012). Longitudinal Study of Digital Marketing Strategies Targeting Millennials. Journal of Consumer Marketing, 29, 86-92.
https://doi.org/10.1108/07363761211206339
[56]
Vadhwani, H. (2020). How Digital Marketing Is New Turn to Businesses in COVID-19. YourStory.com.
[57]
Wertime, K., & Fenwick, I. (2011). DigiMarketing: The Essential Guide to New Media and Digital Marketing. Hoboken, NJ: John Wiley & Sons.
https://doi.org/10.1002/9781119207726
[58]
Xhema, J. (2019). Effect of Social Networks on Consumer Behaviour: Complex Buying. IFAC-PapersOnLine, 52, 504-508. https://doi.org/10.1016/j.ifacol.2019.12.594
[59]
Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study. International Journal of Management Science and Business Administration, 1, 69-80.
https://doi.org/10.18775/ijmsba.1849-5664-5419.2014.15.1006
