Customer Attitude Towards Digital Marketing: An Empirical Study of Digital Marketing Influence on Youth
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Abstract
The advent of digital technology has wrought significant changes in marketing strategies, shifting the focus towards the realm of digital marketing. As a consequence, customers' attitudes towards marketing have been profoundly influenced. This has resulted in a growing interest in comprehending customers' attitudes towards digital marketing. The present abstract provides an overview of extant research on the topic. Several dimensions have been examined, including perceived value, trust, privacy concerns, and personalized communication. Although some customers are amenable to digital marketing, others evince a negative attitude, citing privacy concerns and distrust in the authenticity of the information presented. Personalization and relevance of digital marketing content have emerged as critical factors that positively influence customers' attitudes. Tailored and pertinent content is preferred by customers, which can positively impact their attitudes towards the brand. The findings of this study offer valuable insights for marketers and businesses that are eager to develop effective digital marketing strategies that target the youth market.