JEFMS Journal

ABSTRACT:

Purpose
- The objective of the study is the concept of digital marketing, identification, and analysis of the factors that affect the Georgian customers – to buy online and not offline with traditional methods. A detailed review of the factors that may affect the customer's decision. Georgia is a small country and digital marketing is developing step by step. The main goal of the research is to help companies to understand based on what are customers making decisions.
Methodology
- Data was collected from a variety of sources, including books, websites, and magazines. The paper describes the role of digital marketing in the modern world and demonstrates its importance in consumer decision-making, which in turn improves organizational productivity and expands the market area. The information was also collected through an online questionnaire and further processed in SPSS.
Findings
- During the research Cronbach Alpha, Regression for the independent variables, Correlation for both independent and dependent variables, also descriptive statistics were found by using the SPSS software. The hypothesis which was identified during the review of secondary data was accepted. The correlation was positive which help the study to prove its overall value.

The results can be seen that digital marketing has a positive impact on customer decision-making, allowing us to assume that in a competitive environment, the traditional market will be replaced with digital commerce.

KEYWORDS:

Digital Marketing, Customer buying decision, Consumer purchase decision, Social media marketing.

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