Impact of Digital Marketing on Female Buying Behavior: A Study in Dhaka, Bangladesh
Article Sidebar
Main Article Content
Abstract
This research explores the role of digital marketing in shaping female consumer behavior in Dhaka, Bangladesh. To obtain a thorough understanding of digital marketing mechanisms, the study's first phase gathers data from a range of sources, including research papers, books, journals, newspapers, and websites. To examine the behavioral patterns of female online consumers in digital marketing, a survey was conducted in the second phase. Contemporary marketing is undergoing a substantial transition, driven by rapidly shifting trends, the introduction of new technologies, and the proliferation of portable communication devices that significantly alter female customer behavior. For this technologically advanced setting, a well-thought-out marketing strategy that includes specific digital marketing tools is crucial to the integrated marketing communication framework. The prevalence of high-speed internet access attracts a substantial number of young individuals to conduct business through social media platforms, suggesting that marketers should prioritize digital marketing channels.
Downloads
Article Details
Section
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
License Agreement for Bangladesh Journal of MIS (BJMIS)
Based on Creative Commons Attribution-NonCommercial 4.0 (CC BY-NC 4.0)
All articles published in the Bangladesh Journal of MIS (BJMIS) are licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0).
Key Features of the License
1. Attribution:
- Users must provide appropriate credit to the original author(s) and the Bangladesh Journal of MIS.
- A link to the license must be included, along with an indication of any changes made to the content.
- Attribution must be provided in a reasonable manner but must not imply endorsement by the author(s) or the journal.
2. NonCommercial Use Only:
- Content can be shared (copied and redistributed in any medium or format) and adapted (remixed, transformed, and built upon) for non-commercial purposes only.
3. No Additional Restrictions:
- The license prohibits imposing legal or technological restrictions that limit others from exercising the rights granted under CC BY-NC 4.0.
Author Rights
- Authors retain copyright over their work.
- By submitting their work to BJMIS, authors grant the journal the right to publish the article under the terms of the CC BY-NC 4.0 license.
- Authors are encouraged to share their work through institutional repositories, personal websites, or other platforms, ensuring proper attribution to BJMIS.
Limitations of the License
- The license applies only to the articles published by BJMIS.
- It does not cover third-party content (e.g., images, tables, datasets) included in the articles unless explicitly stated.
- Users must comply with all applicable laws and ensure their use does not infringe upon the rights of others.
How to Attribute
When using content from BJMIS, please include the following attribution:
Author(s), “Article Title,” Bangladesh Journal of MIS, [Volume, Issue, Year], DOI/URL, licensed under CC BY-NC 4.0.
Further Information
For detailed information about the CC BY-NC 4.0 license, visit the Creative Commons website at https://creativecommons.org/licenses/by-nc/4.0/.
How to Cite
References
Alnsour, M. (2018). Social Media Effect on Purchase Intention:Jordanian Airline Industry. Journal of Internet Banking and Commerce, 23(2), 20–28.
Bruhi, C. A. (2017). The Digital Transformation of Bangladesh's Marketing Industry . BRAC Business School, 11.
Cetină, J., Cristiana, M., & Rădulescu, V. (2017). Psychological and Social Factors that Influence Online Consumer Behavior. Procedia - Social and Behavioral Sciences, 62, 184- 188.
Chaffey, D. (2013). Definitions of Emarketing vs Internet vs Digital marketing. Smart Insight Blog.
Eliasson, M., Lafourcade, J., & Smajovic, S. (2009). E-commerce- A study of Women’s online purchasing behavior. Jonkoping International Business School.
Helm, R., Möller, M., Mauroner, O., & Conrad, D. (2013). The effects of a lack of social recognition on online communication behavior . Computers in Human Behavior, 29, 1065-1077.
Hoque, M. R., Ali, M. A., & Mahfuz, M. A. (2015). An Empirical Investigation on the adoption of e-Commerce in Bangladesh. Asia Pacific. Journal of Information Systems, 25(1).
Jain, S., & Jain, M. (2011). Exploring Impact of consumer and product characteristics on E- commerce Adoption: A study of Consumer in India. Journal of Technology Management for Growing Economics, 2(2), 35-64.
Katawetawaraks, C., & Wang, C. L. (2011). Online shopper behavior: Influences of online shopping decision. . Asian Journal of Business Research, 1(2).
Khushboo Makwana, K. D. (2014). A Customer Perception towards Online Shopping- An Exploratory Study. Altius Shodh Journal of Management & Commerce.
Kim, S. H., & Byramjee, F. (2014). Effect of Risk on Online Consumer’s purchasing Behavior: Are They Risk –Averse or Risk- Taking? , . Journal of Applied Business Research, 30(1), 161.
Kozinets. (1999). E-commerce- A study of Women’s online purchasing behavior.
Linda, & Keith. (2019). Digital Content Marketing's Role in Fostering Consumer Engagement, Trust, and Value: Framework, Fundamental Propositions, andImplications. . Journal of Interactive Marketing, 27-41.
Masud, A. A., Hossain, M. A., Biswas, S., Ruma, A. P., Rahman, K. S., & Tagore, S. (2023). The emergence of digital learning in higher education: a lesson from the COVID-19 pandemic. Campus-wide Information Systems, 40(3), 202–224.
Meher, & Burhan. (2020). Factors Affecting Consumers’ Internet Shopping Behavior During the COVID-19 Pandemic: Evidence From Bangladesh. Chinese Business Review, 19.
Mittal, A. (2013). E-commerce: It’s Impact on Consumer Behavior. Global journal of Management and Business studies, pp 132-138.
Nicolas, R. (2010). Factors Influencing Women Consumers buying behaviour towards Online Shopping. Asian journal of management and research, 396-405.
P.Kotler, & Armstrong. (2012). Principle of Marketing. Pearson Prentice Hall.
Pai, P., & Arnott, D. (2019). User adoption of social networking sites: Eliciting uses and gratifications through a means–end approach. Computers in Human Behavio, 29(3), 1039–1053.
Prashant, & Raman. (2014). Factors Influencing Women Consumers buying behaviour towards Online Shopping in India. Journal of Contemporary Management Research, 8(2), 23.
Richa, D. (2015). Strategic Online Customer decision making: leveraging the transformational power of the Internet. Computer Science and Management Studies, IJARCSMS, pg. 80-87.
Rohm, & Hanna, C. (2011). We’re all connected: The power of the social media ecosystem. Business Horizons,, 54(3), 265–273.
Seock, Y. K., & Lauren, R. B. (2007). the influence of college student’s shopping orientation and gender differences on online information search and purchase behaviour. International Journal of consumer studies, volume 32, issue 2.
Sharma, P., Sivakumaran, B., & Marshall, R. (2011). Impulse buying and variety seeking a trait-correlates perspective. Journal of Business Research, Vol. 63 No. 3, pp.276-283.
Tamilarasi, S., & Angayarkanni, R. (2016). A Study of Customer’s E-Shopping Behavior and Satisfaction: Special Reference to Working Women in Chennai. SEUSL Journal of Marketing, Vol.1, No.2, ISSN: 5213-3071.
Yamin, A. B. (2017). Impact of Digital Marketing as a Tool of Marketing Communication: A Behavioral Perspective on Consumers of Bangladesh. Asian Business Consortium, 49 (49-54).
Yannopoulos, P. (2019). Impact of the Internet on Marketing Strategy Formulation. International Journal of Business and Social Science, 2, 18.
Zhou, L., & Zhang, D. (2007). Online Shopping Acceptance Model-A Critical Survey of Consumer Factors in Online Shopping. Journal of Electronic Research, Vol.8, No.1, pp 41-62.