Online Advertising Research Articles

Evaluation of Drug and Herbal Medicinal Promotions on Social Media During the COVID-19 Pandemic in Relation to World Health Organization Ethical Criteria and South African Health Products Regulatory Authority Guidelines in South Africa: Cross-Sectional Content Analysis.

Consideration of ethics in the promotion of medications is essential to safeguard the health of consumers, particularly during health crises. The World Health Organization (WHO) and the South African Health Products Regulatory Authority (SAHPRA) have established stringent standards to ensure the integrity of pharmaceutical promotions and safeguard public health, including advertisements on the internet and social media platforms. However, the dynamic nature of online advertising poses challenges for monitoring and enforcing ethical standards. The study aimed (1) to examine the COVID-19 drug and medicinal promotions across online platforms and social media from 2020 to 2022 in South Africa and (2) to ensure that drug promotions adhere to ethical guidelines outlined by the WHO and SAPHRA. A cross-sectional content analysis was conducted to assess drug and medicinal advertisements across various internet and social media platforms. A systematic approach was used to identify and analyze promotional content, focusing on adherence to ethical guidelines outlined by WHO and SAPHRA. Data were collected and analyzed to determine the extent of compliance and identify any potential violations or areas for improvement. A total of 14 online drug advertisements were included in this analysis. Our findings show that most of the drugs advertised did not meet the regulations and guidelines provided by WHO and SAHPRA. There were omissions about active ingredients, proprietary names, adverse drug responses, precautions, and overdosage and adverse drug reactions. Traditional medicines were not fully consistent with the approved WHO ethical criteria data sheet. Our analysis highlights the critical importance of ensuring compliance with ethical guidelines in drug promotions on the internet and social media platforms. There is a need for continued vigilance and enforcement efforts to uphold ethical standards and protect the health of the public. Ongoing monitoring and collaboration between national drug regulatory agencies, pharmaceutical companies, and online platforms will be essential for promoting responsible advertising. In addition, safety monitoring and pharmacovigilance systems for herbal medicinal products are yet to be established.

Can Influencer Persona Increase the Effectiveness of Social Media Video Ads? The Mediating Effect of Consumer Perceptions of Self

Persona, a special means of image management by social media influencers (SMIs), has become a trending phenomenon and it is expected to substantially affect SMIs’ persuasiveness and ad effect. This study aims to explore the impact of SMIs’ personas constructed through personal values on the effectiveness of social media video ads. Adopting the Stimulus-Organism-Response (S-O-R) framework, this study validates how SMIs’ personas constructed through self-enhancement values and self-transcendence values affect consumer cognitive processes and responses. Consumer behavioral intentions are used to verify the effectiveness of ads derived by SMIs. The findings reveal that influencers’ personas constructed by values can promote consumer purchase intention and forwarding intention. Consumer perceptions of self (i.e., ideal self and actual self) have a mediating role. Results also show that SMIs’ personas with self-enhancement values are more effective in stimulating female consumers’ forwarding intention, whereas personas with self-transcendence values are more influential in female consumers’ purchase intention. This study enriches the influencer marketing literature by providing a more tailored understanding of the impact of SMIs’ personas and extending the applicability of value theory. It also provides insights for stakeholders involved in influencer marketing on how to significantly capitalize on the benefits and deploy marketing campaigns.

Shockvertising - Viewers’ visual communication perspectives of a controversial skincare advertisement

The rise of digital advertising has led to the creation of various innovative materials to capture the target market’s attention. To stay competitive, many advertisers use “shockvertising”, creating controversial advertisements with a significant impact on viewers’ attitudes and sentiments. This survey research is based on Lester’s Six Perspectives in Visual Communication theory which explained that viewers’ personal, historical, technical, cultural, ethical and critical perspectives are the determining factor in nalysing their controversial consideration perception. In this study, the use of the theory is to explore viewers’ perspectives on a controversial Malaysian skincare advertisement. Using a quantitative approach, 250 respondents rated their perception of a SlimmeWhite skincare TV advertisement. The responses were analysed using SPSS to address three research questions, finding correlations and mean results. The study found that personal technical and ethical perspectives significantly influenced viewers’ attitudes towards the advertisement, identifying these as the controversial aspects. In contrast, critical and cultural perspectives were the least controversial. The advertisement was deemed highly controversial, but gender did not affect viewers’ perspectives. This research concludes that the resulting data are very valuable for advertising students, brand advertisers and companies in understanding viewers’ perspectives on controversial elements in Malaysian skincare advertisements.

Debiasing the Conversion Rate Prediction Model in the Presence of Delayed Implicit Feedback.

The recommender system (RS) has been widely adopted in many applications, including online advertisements. Predicting the conversion rate (CVR) can help in evaluating the effects of advertisements on users and capturing users' features, playing an important role in RS. In real-world scenarios, implicit rather than explicit feedback data are more abundant. Thus, directly training the RS with collected data may lead to suboptimal performance due to selection bias inherited from the nature of implicit feedback. Methods such as reweighting have been proposed to tackle selection bias; however, these methods omit delayed feedback, which often occurs due to limited observation times. We propose a novel likelihood approach combining the assumed parametric model for delayed feedback and the reweighting method to address selection bias. Specifically, the proposed methods minimize the likelihood-based loss using the multi-task learning method. The proposed methods are evaluated on the real-world Coat and Yahoo datasets. The proposed methods improve the AUC by 5.7% on Coat and 3.7% on Yahoo compared with the best baseline models. The proposed methods successfully debias the CVR prediction model in the presence of delayed implicit feedback.

The Accuracy of the Online-Based Independent Study Method in Developing University Students' Entrepreneurship Skills

This study aims to analyze the impact of online-based independent learning methods on developing entrepreneurial skills among students at Private Universities in Kediri. The research focuses on 1) the types of entrepreneurial skills that students are keen on enhancing, 2) the strategies employed by tutors/lecturers to help students strengthen their entrepreneurial skills through online independent study, and 3) the effectiveness of online independent study methods on students' entrepreneurial skills with the guidance of lecturers. The study utilizes a research and development (R&D) approach. The research sample comprises 1) two classes of students from the Islamic Broadcasting Communication Study Program at the Faculty of Da'wah, UIT Lirboyo Kediri, and 2) two classes of students from the Management and Economics Study Program at UNP Kediri. The findings reveal that online-based independent study significantly influences the development of students' entrepreneurial skills. The entrepreneurial skills of interest include online stores, resellers, drop-shippers, and affiliate marketers. The tutor's strategy for fostering students' entrepreneurial skills involves generating new ideas, conducting idea feasibility tests, drafting business proposals, developing business products, creating online advertisements, practicing sales techniques in the field, and preparing sales reports. This tutoring approach contributes to the cultivation of innovative entrepreneurial skills that yield positive outcomes for students.

The Digital Echo: The Influence of Digital Marketing Channels on Brand Awareness and Consumer Purchase Decisions

This study explore the impact of the digital marketing strategies ( Social Media Marketing, Email Marketing, Content Marketing and Online Advertising) on brand awareness while investigating to what extent does this resulting effect subsequent affects consumer purchase decisions. Understanding these relationships can allow businesses to tailor their marketing programs to produce higher brand visibility and an increased flow of consumers. The study employed quantitative research design and data was collected using online survey questionnaire from 265 respondents. Data analysis was performed using SmartPls software. The results of the study suggest that Social Media Marketing, Email Marketing, Content marketing and Online Advertising all have positive relationship in designed model with brand awareness. Moreover, the research demonstrates that consumers are more likely to purchase based on brand recognition. This study found strong relationships between social media, email, content, online advertising, brand awareness, and purchasing decisions. Brand awareness increases purchasing intention and consumer loyalty. A personalized and integrated digital marketing strategy is needed since different digital marketing channels have different effects on brand awareness and buying decisions. This study adds to the literature by showing how digital marketing methods affect brand awareness and purchasing decisions. This study helps marketers optimize their digital marketing strategies and improve brand performance in the digital age by explaining the complex relationship between digital marketing and customer behavior. It also emphasizes the need for a comprehensive strategy to digital marketing, since digital channels influence consumer perceptions and buying behavior.

Group sex and behavior change associated with the 2022 Mpox outbreak among men who have sex with men in Southern California.

The Monkeypox (Mpox) outbreak disproportionately affected sexually active gay, bisexual, and other men who have sex with men. To understand community-level changes in sexual behavior, we surveyed individuals in a semi-urban area in Southern California. Participants were recruited between October 2022 to April 2023, using palm cards, and geolocation-focused online advertisements on social media and dating apps. Eligible participants were male, ≥18 years, reported sex with men, residents of San Bernardino or Riverside counties, California, Human Immunodeficiency Virus (HIV)-negative, currently not taking pre-exposure prophylaxis (PrEP). Descriptive analyses were performed. Chi-square, Fisher's exact, and Student's T-tests examined the association between group sex behaviors and demographics. We enrolled 91 gay, bisexual, and other men who have sex with men with a median age of 35 years (range 18-70 years). Nearly half reported having participated in group sex in the past year. Overall, 48.9% of group sex participants reported changing their sexual behaviors to prevent Mpox transmission, with limiting the number of sex partners being the most reported prevention strategy (47.6%). To prevent Mpox infection, participants that engage in group sex reported limiting the number of sex partners (34.4%), using condoms for anal sex (16.7%), avoiding crowded social venues (14.3%), and asking partners about Mpox symptoms before sex (9.5%). Survey participants reported modest sexual behavior changes in response to the Mpox outbreak. Group sex may increase the risk for Mpox, HIV, and other sexually transmitted infections; therefore, public health messages should include specific discussion of safer group sex practices in sexual health promotion.

Parallel Experimentation and Competitive Interference on Online Advertising Platforms

Parallel Experimentation and Competitive Interference on Online Advertising Platforms

Aboriginal and Torres Strait Islander people who smoke and want to quit - a cohort profile from the Koori Quit Pack study.

Reducing the prevalence of smoking is a national priority, however there is limited evidence on what smoking cessation supports are utilised, accessible, and effective among Aboriginal and Torres Strait Islander people. This paper describes a cohort profile of Aboriginal and Torres Strait Islander people who smoke and want to quit to inform tailored smoking cessation interventions. Aboriginal and Torres Strait Islander people residing in New South Wales (NSW), Australian Capital Territory (ACT), and Victoria, who were smokers wanting to quit, were recruited through health services and online advertisements from May to October 2022. Descriptive and inferential statistics were used to summarise participant characteristics and explore factors associated with previous use and adherence to Nicotine Replacement Therapy (NRT) and intention to use Quitline services. 165 participants were recruited. Almost all (93.9%) had made at least one previous quit attempt, and 40.6% had used behavioural support. The majority believed NRT was safe (80.6%), effective (70.3%) and tried NRT previously (89%). Preferred forms of NRT for current quit attempts were nicotine patches (85.5%) and inhalers (69.7%). Intention to use Quitline was found to be higher among participants aged 31-45 years compared to participants under 30 years (AOR=3.12, 95%CI, 1.01-9.76). Aboriginal and Torres Strait Islander people are highly motivated to be smoke-free. However, efforts to enhance access and adherence to cessation supports are needed. The rapid recruitment and interest in the mailout cessation support should be scaled up to support Aboriginal and Torres Strait Islander peoples to quit. The Australian Government has recently launched a national tobacco strategy which includes targets for reducing smoking prevalence to less than 27% among Aboriginal and Torres Strait Islander peoples. In order to meet these targets Aboriginal and Torres Strait Islander people who smoke and want to quit should have access to culturally safe and responsive support. We found that Aboriginal and Torres Strait Islander people have made quit attempt, accessed evidence-based smoking cessation care, and have positive attitudes towards NRT. However, acknowledging relapse, further evidence is required to understand the factors associated with sustained quitting.

EFEKTIVITAS PROGRAM DIRECT MARKETING TERHADAP TINGKAT KUNJUNGAN WISATAWAN DI KABUPATEN CILACAP

Cilacap Regency, Indonesia, is endowed with significant tourism potential, yet its tourist visitation rates remain comparatively low compared to other destinations in Indonesia. To enhance tourist arrivals, this study explores the effectiveness of direct marketing programs as a strategy to increase tourist visitation rates in Cilacap Regency. This research employs a quantitative approach with a survey design, collecting data from respondents who have visited Cilacap Regency. Independent variables include various direct marketing strategies such as email campaigns, social media promotions, and other online marketing activities. The main dependent variable is the tourist visitation rate. Regression analysis is utilized to test the hypothesis that direct marketing programs significantly contribute to increasing tourist visitation rates. The findings reveal that direct marketing programs have a significant positive impact on tourist visitation rates in Cilacap Regency (p < 0.001). These findings provide crucial implications for the development of more effective tourism marketing strategies in the region and offer empirical grounds for recommendations to local governments and tourism industry stakeholders in designing more focused and successful marketing programs.

Improvement of Performance Lemon Farmer Group in Marga Dajan Puri Village Marga District Tabanan Regency

Marga Dajan Puri Village is located in the Marga District of Tabanan Regency. The livelihoods of the village residents are quite diverse, with the majority engaged in agriculture and plantations. Based on the initiative of several villagers, they formed a group to cultivate Organic Seedless Israeli Lemon, consisting of 13 farmers led by Mr. I Made Suastika. The products they produce include lemon fruit, grafted seedlings, and organic fertilizer. There are several issues related to the management of this business, namely the lack of financial record-keeping, the absence of a promotional system to market their products, and production equipment that is already in disrepair. The activities conducted to assist this lemon farmer group include providing training and support for simple financial record-keeping, creating an online marketing promotion strategy, and procuring some new equipment. The goal of this service activity is to enhance the partners' understanding of business financial record-keeping and marketing, as well as to improve their production capacity. The expected outcomes of this activity include the implementation of simple bookkeeping, increased business turnover, production volume, and market share. The targets to be achieved are: enhanced competitiveness, increased turnover and added value for UMKM, application of science and technology in UMKM, publication in national/international journals, online media publication, and uploading videos on YouTube channels

Electronic Marketing and Customer Retention in the Fast Foods Industry in Yenagoa, Bayelsa State

Fast food businesses are known to be affected by some existential problems. This economic sector faces problems ranging from insufficient capital, lack of efficient manpower, inefficient management, fraud, and inability to analyse and capture market opportunities. Other problems also include marketing problems, research inefficiencies and production problems such as poor standardisation and low-quality products to mention but a few. In a quest to find lasting solutions to these problems, governments in Bayelsa State both at the state and local levels have been embarking on programs geared towards the development of businesses in the state especially the fast food sector which is very popular in the state. Authors have argued that the adoption of e-marketing has been found to improve firm performance. E-marketing is gradually gaining prominence as a tool for gaining competitive advantage and this has implications for marketing practice in Nigeria. The primary objective of this paper, therefore, is to review the current situation of e-marketing in Fast food restaurants in Nigeria and will also digress to understand its effect on customer retention, given that there are different levels of development of e-marketing in all countries. In line with the foregoing, the study used a cross-sectional survey design method based on an array of information collected from the population. The study target Sample size for the study was 138 customers drawn from the five selected fast food restaurants in Yenegoa. After an extensive analysis of the data gathered from administering structured questionnaires, the study revealed, among others, that Social media marketing has a significant influence on customer retention among customers of fast foods in Yenegoa, Bayelsa state. From the analysis of the hypothesised variables, the study concluded that there is a positive relationship between the independent variables (social media marketing, email marketing and online advertising) and the dependent variable (customer retention). Thus, on the basis of the findings and conclusion of the study, the researcher recommended, among others, that Fast food restaurants should pay strong attention to social media tools like Facebook, Instagram, WhatsApp etc to reach both potential and current customers to enhance retention.

Unveiling the Secrets of Effective Information Management: How Does Introductory Information Influence Purchase Intention in Live-Streaming

There is growing evidence that product introductory information plays a crucial role in online consumer purchase behavior. However, existing researches on the effect of introductory information on individuals’ purchase intention in live-streaming were limited. In this setting, based on the Stimulus-Organism-Response (S-O-R) model, we explored the relationship among introductory information, trust, purchase intention and display uniqueness. It was done by collecting questionnaire survey data from 500 consumers who have participated in live-streaming e-commerce. The results showed that the introductory information in live-streaming e-commerce has a significant positive effect on consumers’ purchase intention through trust. Additionally, the results revealed a significant moderating effect of display uniqueness on the relationship between introductory information and trust. Display uniqueness could significantly and positively moderate the predictive effect of introductory information on trust. Thus, this study will extend the applicability of S-O-R model to further understand the influence mechanism of introductory information on purchase intention and enrich the research in the live-streaming e-commerce. Also, it can enhance the understanding of consumers’ purchase behaviors to optimize the live-streaming system and online marketing tools, thereby helping companies achieve their business goals.

A, The The Influence of Digital Money and Digital Marketing on Consumer Shopping Decisions Through E-Commerce

Technological developments can change various sectors of life, one of which is the economic sector. Technological developments have given rise to new transaction tools, namely digital money, which itself can be used to replace currency which is already commonly circulating in society. Digital money itself is an electronic means of exchange that can be accepted as a legal and accepted means of payment or in short, digital money is money that has been digitized. Digital money itself means electronic money, digital transaction tools, digital currency, money stored in chips, and digitized rupiah. Technological developments also have an influence on advertising strategies where digital advertising or marketing is starting to emerge. The aim of the research is to measure the level of influence of digital money and digital marketing on shopping decisions via e-commerce, especially Tokopedia and Shopee. This research uses the SMART-PLS analysis method, using the Linkert measurement method for 100 respondents with a survey method using a questionnaire for data collection. From this research, the results show that there is a positive and significant influence for the digital money variable on shopping decisions, then there is a positive and significant influence for the digital marketing variable on shopping decisions, then there is a positive and significant influence for the variable shopping decisions via e-commerce . Furthermore, there is a negative and insignificant influence for the digital money variable on e-commerce, then there is a negative and insignificant influence for the digital marketing variable on e-commerce, then there is a negative and insignificant influence for the digital money variable on the decision to shop via e-commerce. -commerce, and finally there is a negative and insignificant influence for digital marketing variables on shopping decisions via e-commerce.

Integrated telehealth intervention to reduce chronic pain and unhealthy drinking among people living with HIV: protocol for a randomized controlled trial

BackgroundUnhealthy alcohol use represents a significant risk for morbidity and mortality among people living with HIV (PLWH), in part through its impact on HIV management. Chronic pain, a common comorbidity, exacerbates suboptimal engagement in the HIV care continuum and has reciprocal detrimental effects on alcohol outcomes. There are no integrated, accessible approaches that address these comorbid conditions among PLWH to date. This paper describes a research study protocol of an integrated telehealth intervention to reduce unhealthy drinking and chronic pain among PLWH (Motivational and Cognitive-Behavioral Management for Alcohol and Pain [INTV]).MethodsTwo-hundred and fifty PLWH with unhealthy drinking and chronic pain will be recruited nationally via online advertisement. Informed consent and baseline assessments occur remotely, followed by 15 days of ecological momentary assessment to assess alcohol use, chronic pain, functioning, and mechanisms of behavior change. Next, participants will be randomized to either the INTV or Control (CTL) condition. Individuals in both conditions will meet with a health counselor through videoconferencing following randomization, and those in the INTV condition will receive 6 additional sessions. At 3- and 6-months post-baseline, participants will complete outcome assessments. It is hypothesized that the INTV condition will result in reduced unhealthy alcohol use and pain ratings compared to the CTL condition.ConclusionThis protocol paper describes a randomized controlled trial which tests the efficacy of a novel, integrated telehealth approach to reduce unhealthy alcohol use and chronic pain for PLWH, two common comorbid conditions that influence the HIV treatment cascade.ClinicalTrials.gov identifierNCT05503173.

Anything is better than nothing’: exploring attitudes towards novel therapies in leukodystrophy clinical trials

Background/AimLeukodystrophies comprise a group of genetic white matter disorders that lead to progressive motor and cognitive impairment. Recent development of novel therapies has led to an increase in clinical trials for leukodystrophies. To enable recruitment of individuals with a leukodystrophy into clinical trials, clinical trial acceptability should be ascertained. We sought therefore, to identify the motivations for and barriers to clinical trial participation in addition to clinical trial features that may be of concern to individuals with a leukodystrophy and/or their carers.MethodsAdults with a leukodystrophy and parents/carers of individuals with a leukodystrophy were recruited through the Australian Leukodystrophy Registry and through online advertisements. Qualitative semi-structured interviews were used to explore participants views on what clinical trials involve, the perceived risks and benefits of clinical trials, their desire to participate in clinical trials and their personal experience with leukodystrophy. Thematic analysis of data was performed with co-coding of interview transcripts.Results5 interviews were held with parents of children with leukodystrophy, 4 with parents of adults with leukodystrophy and 3 with adults diagnosed with leukodystrophy. Motivations for clinical trial enrolment include access to potentially lifesaving novel treatments and improved prognostic outcomes. Participants were concerned about adverse clinical trial outcomes, including side effects and exacerbation of illness. Despite this, majority of participants were willing to try anything in clinical trials, demonstrating a high tolerance for first in human trials and trials utilising invasive treatment options.ConclusionsInterviewees communicated a strong desire to participate in interventional clinical trials involving novel therapies. To support enrolment into future leukodystrophy clinical trials we suggest the provision of transparent information regarding clinical trial treatments, consideration of alternative trial control measures, and inclusion of treating clinicians in the trial recruitment process. Clinicians play an integral role in initiating transparent conversations regarding trial risks and adverse outcomes.

Langkah Praktis Menuju Persaingan Bisnis yang Lebih Sehat Melalui Digitalisasi UMKM Kelurahan Benda, Kota Tangerang

The aim of implementing community service in Benda sub-district is to support business actors in promoting SME products in Benda sub-district, Tangerang-Banten City. This activity began with a preparation and field survey stage, which involved direct discussions with the village administrators and village officials of Benda Subdistrict to identify the needs, opportunities and challenges faced by SME business actors. Next, the service team carries out the socialization and training stage, which includes five important aspects: (1) how to create attractive products, (2) choosing a strategic location, (3) practice of creating easy promotional content on social media, (4) distribution strategy products to reach customers, and (5) online marketing. This activity aims to produce SMEs in Benda sub-district, especially home-based businesses, who have an entrepreneurial spirit so they are able to create good marketing strategies. This research aims to optimize the application of digitalization to MSMEs in Benda Subdistrict, Tangerang City, in order to strengthen their position in increasingly dynamic business competition. Through Community Service with seminars and workshops held to provide motivation and marketing strategies as well as introduce digital technology in MSME business operations. The results show a significant increase in MSMEs' abilities and understanding of marketing strategies and the use of digital technology to face healthy competition.

Применение методов интернет-маркетинга для стимулирования агротуризма на сельских территориях

Abstract. In the context of the development of digital technologies and the increasing number of internet users worldwide, internet marketing becomes a powerful tool for attracting and retaining the target audience. For rural areas, the application of internet marketing can significantly enhance the attractiveness and accessibility of agritourism destinations and offerings. Purpose of article is to identify effective internet marketing methods for stimulating agritourism in rural areas. Methods. The study employs analytical and empirical methods, including a review and analysis of existing internet marketing methods such as SEO, content marketing, social media, and email marketing, and their adaptation to agritourism. The study also includes the analysis of successful cases and provides practical recommendations for integrating internet marketing into the development strategy of agritourism. Results. Strategies are identified for creating unique and attractive tourism products that meet the demands of modern tourists and support the sustainable development of rural areas. The study examines aspects of content development that reflect the uniqueness and authenticity of rural regions, including the creation of visual and textual materials, videos, and virtual tours. Special attention is given to the role of social media in promoting agritourism products, which allows for direct communication with potential tourists, creating a loyal community, and improving the reputation of tourism destinations. The impact of reviews and ratings on tourists' decision-making is also analyzed, and methods for managing online reputation are proposed. Scientific novelty. The article presents a new concept for integrating internet marketing into agritourism, which can become a valuable contribution to the practices of regional management structures and entrepreneurs. Unique approaches to the creation and promotion of agritourism products are considered, the importance of integrating Internet marketing into the overall strategy for the development of agritourism in rural areas is emphasized, which helps attract more tourists, support local communities, create jobs and preserve cultural heritage. Special attention is given to the use of data analytics and offer personalization to increase tourist engagement and improve their experience.

A review of online marketing opportunities in India

In India, online marketing is growing at a rapid rate. Digital marketing is being used by a growingnumber of Indian businesses to gain a competitive advantage. An effective campaign can't be produced bymerely using internet marketing. More than anything else, for a marketing effort to be successful, it mustmake use of as many marketing strategies as possible classic as well as cutting-edge. Many startups havefailed because of their reliance on digital marketing. This study shows review of online marketing, conceptand stages of online marketing and online marketing opportunities in India

Digital Marketing and Consumer Behavior: Shanker Dev Campus Youth Perception

The objective of this research was to access the digital marketing landscape from students of SDC. The factor that were taken to consideration for this study were convenience, time saving, website design, motivation, cost , security/trust, communication, social media. This study finds that the emergence of digital marketing is at its peak in current business world. Thus, it is important for organizations to understand the importance of digital marketing from various perspectives to sustain in today’s digital world. The outcomes of the study reflect that the digital platform such as facebook, instagram, snapchat, tiktok and so on has a great influence in attracting customers through their online advertisement. This has made easier for the customer to find and compare all the relevant information about the product they want to purchase. And they find it more convenient and time saving to make online purchase. It has been observed through the study that customers tend to shop more through online platforms during sales, offers and festive seasons.