The influence and prospect of digital marketing communication on purchase decision making process of youth consumer in Myanmar

Citation

Zaw, Pyae. (2019). The influence and prospect of digital marketing communication on purchase decision making process of youth consumer in Myanmar. (Master’s independent study). Bangkok: Siam University.

Abstract

Digital marketing is an electronic communication method used by marketers to protect products and services from entering the market. The ultimate goal of digital marketing is closely related to consumers, allowing consumers to mix digital media and products. With the development of digital media, market conditions have changed, and today’s commercial market is underestimated. The world’s digital age is at a turning point. Digital channels play an important role in increasing sales of all company products. Companies can welcome more consumers, especially teenagers, in a short time, and consumers have many options to make purchasing decisions.

Today’s consumers consider buying future repeat purchases based on their online performance, especially as they try to attract consumers through digital marketing. They also rely on the company’s continued digital appearance and how they deal with them (consumers). In a consumer-driven market environment, younger consumers’ buying patterns are changing at a faster rate. However, teenagers are the most complex group. As the rhythm of fashion and taste continues to change almost as often as time changes, changing the preferences of current young people can affect their buying pattern. As a result, marketers spend a lot of money and a lot of time each year conducting market research to understand and predict changes in young consumers. Marketers need to introduce innovative sales methods to squeeze the buying behavior of the younger generation. Purchase behavior and adolescent behavior patterns have a major impact on the decision-making process. The purpose of this study was to examine the implications of digital marketing in consumer purchasing decisions and to ensure that consumers understand the impact of digital marketing on digital marketing and purchasing decisions.

Keywords: Prospect of Digital Marketing, Digital Marketing Communication, Purchase Decision Making.

The influence and prospect of digital marketing communication on purchase decision making process of youth consumer in Myanmar

Master of Business Administration (International Program), Siam University, Bangkok, Thailand