文章基本信息

标题：Digital Marketing Communication and Consumer Buying Decision Process in Pandemic Standpoint (COVID-19): An Empirical Study of Bangladeshi Customers’ in Branded Cosmetics Perspective
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作者：Mamtaj Akter ; Nigar Sultana
期刊名称：Open Journal of Business and Management
印刷版ISSN：2329-3284
电子版ISSN：2329-3292
出版年度：2020
卷号：08
期号：06
页码：2696-2715
DOI：10.4236/ojbm.2020.86167
语种：English
出版社：Scientific Research Publishing
摘要：The impact of digital buying during COVID-19 situation in Bangladesh creates a vast number of customers since staying at home availing products specially in aspects of branded cosmetics. A large number of customers really are ordering branded cosmetics through online in Bangladesh during pandemic (COVID-19). This study focuses the standpoint of digital marketing communication of branded cosmetics in Bangladeshi customers. The primary data was collected from Dhaka (Capital of Bangladesh) through online using convenient sampling and the sample size was 665. Chi-square along with hypothesis test was applied. The study reflects that digital channel of communication such as websites, social media, was used/followed through smart phones or computers during this pandemic while buying branded cosmetics in Bangladesh specially at Dhaka city. In buying decision process, starts from need recognition to post purchase behaviour were affected enormously. The outcome of the result shows digital marketing communication could trigger on every stage of buying decision behaviour with high involvement in buying branded cosmetics. This study also showed that customers have positive feelings towards digital platforms during this pandemic (COVID-19).
关键词：Digital Communication Channel;Customer Buying Stage;High Involvement Products;Pandemic (COVID-19)