The impact of internet marketing on consumer buying behavior
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Date
2018
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Publisher
Ivane Javakhishvili Tbilisi State University Press
Abstract
The paper shows that, recently, the growth in the quantity of Internet consumers is characterized by high rates both in the world and in Georgia, which leads to a change in consumer behavior. For studying the consumer behavior connected with internet marketing,is conducted a marketing research. Identified the main trends of activity and inclusion of consumers in the Internet space. There are established online buying frequencies and their impact on purchasing behavior. THE paper studies the influence of Internet advertising on consumer behavior, as well as the reliability to Georgian and foreign websites. In the article is evaluated internet marketing activities of the companies, operating on Georgian market, the level of Internet marketing development in Georgia and the impact of sources of internet information on consumers. The work analyzes internet purchase associations and priorities of action for improving Internet marketing by Georgian companies.
Description
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Keywords
internet marketing; Georgian market; consumer behavior; marketing research
Citation
III International Scientific Conference: "Challenges of Globalization in Economics and Business", Tbilisi, 2018, pp. 390-394