Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)

Abstract

Impact of Digital Strategies on Consumer Decision Journey: Special

Author(s): Sabyasachi Dasgupta, Priya Grover

This research was done to figure out linkages between the digital media strategies being employed to advertise and the consumer decision journey. The main goal of the paper is to understand the impact of digital strategies on consumer decision making process through the five stages customer decision journey. This has been quantitatively measured by using corelation test on SPSS that brings out the linkages. The result of the study shows that social media marketing is a very important tool for the marketers of apparel brands online for trending new fashion, announce sales and most importantly generate positive reviews and word of mouth as these reviews are the most looked for.