Effectiveness of Online Marketing and Hedonism among University Students in Singapore
S. Aishwarya1, M. Ayisha Millath2
1S. Aishwarya, Alagappa Institute of Management, Alagappa University, Karaikudi, Sivaganaga (Tamil Nadu), India.
2Dr. M. Ayisha Millath, Alagappa Institute of Management, Alagappa University, Karaikudi, Sivaganga (Tamil Nadu), India.
Manuscript received on 21 August 2019 | Revised Manuscript received on 02 September 2019 | Manuscript Published on 16 September 2019 | PP: 727-734 | Volume-8 Issue-2S6 July 2019 | Retrieval Number: B11360782S619/2019©BEIESP | DOI: 10.35940/ijrte.B1136.0782S619
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Online marketing, also known as internet marketing, includes using interactive, virtual spaces to promote and sell products and services. Indeed, new synchronous, internet-based and mobile based communication techniques had helped restructure significant financial industries including marketing. Being cost-effective, flexible and quick and enjoying a global reach that is unprecedented, internet marketing has brought incredible benefits to various companies. This efficient, fresh technique, however, also includes its particular disadvantages, such as absence of personal contact, safety and privacy, etc. that should be taken into consideration. The present study concentrates on the effectiveness of Online marketing on purchasing behavior and hedonism among the students who are undergoing university studies. It reveals the interconnection between the purchasing behavior and hedonism among the students who came from different demographic factors and it shows the frequency of purchasing online and factors that lead to hedonism.
Keywords: Online Marketing, Purchasing Behavior, Hedonism, University Students, Internet.
Scope of the Article: Marketing and Social Sciences