The influence of digital marketing communication on consumer purchasing decisions in a pandemic (COVID-19)

Abstract

My time as an intern at X- Integrated Marketing Agency is chronicled in this report. I've gained a lot of knowledge about digital marketing and other aspects of marketing during my internship. With the advent of digital marketing, consumer purchasing decisions have been drastically altered, and this report focuses on the impact of digital marketing communication on those decisions. The internet and social media apps have become an integral part of our daily lives in this digital age. There is a shift in how media and other channels operate in the digital age. Digital marketing has made it easier for businesses to get in touch with their customers, and this has resulted in a rise in sales. During the COVID-19 situation, digital purchasing has had a significant impact on the number of customers who can access products from the comfort of their own homes. When there is a pandemic, a large number of customers are using the Internet for online purchases (COVID-19). Consumers' purchasing decisions are the focus of this study, which takes a digital marketing communication perspective on things. Using survey data, we can predict and analyze customers' purchase decisions as they become more accustomed to making purchases online. With multiple accounts under our management, we can provide service to our clients on various levels and in various ways. Consequently, I intend to investigate the impact of digital marketing communication on consumer purchasing decisions in the context of a pandemic crisis.