Impact of digital marketing on consumers purchasing behaviour : a study of Corporate Station Bangladesh

Abstract

In an era where digital media is ubiquitously powerful, the marketing landscape has altered dramatically. This thesis, we investigated the topic of digital marketing in order to comprehend how it influences client purchasing behaviour. The study is commissioned by Washiur Rahman, CEO of the Corporate Station Bangladesh. In particular, it provided a thorough case study of Corporate Station Bangladesh, a well-known supplier of safety equipment in Bangladesh, in order to determine the degree to which digital marketing tactics and content impact brand awareness and overall consumer engagement, which in turn affects the target audience's purchasing decisions.

In this study, we used a mixed research methodology that combines quantitative and qualitative methodologies. This study examined at the dynamic relationship between digital marketing and purchase decisions by analysing customer interactions on social media platforms and the resultant changes in consumer behaviour.

In order to minimize biases, primary data collection from carefully chosen study participants—who were recruited through random sampling—was conducted strictly in accordance with academic norms and ethical requirements. The study findings provides insight into the complex network of digital marketing that has reshaped the way Corporate Station Bangladesh interacts with its audience and the wider market. By responding to the following research question: "How do Corporate Station Bangladesh's digital marketing tactics and content influence the target audience's purchasing behaviour, overall consumer engagement, and brand awareness?" this thesis will expand our understanding of how digital marketing is evolving and how it affects consumer decisions in the context of Bangladesh's thriving industry.