Impact of Digital Marketing on Female Buying Behavior: A Study in Dhaka, Bangladesh
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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.
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