ONLINE MARKETING THROUGH CONSUMERS

ONLINE MARKETING THROUGH CONSUMERS

MARTHALA SAGAR REDDY

Malla Reddy University

(Masters of Business Administration-MBA)

ABSTRACT

This study is being carried out to determine how diverse online marketing tactics utilised across industries, such as Word of Mouth (WOM), online Chat assistance, and Email advertising, influence consumers' brand impression and purchasing decisions. Its goal was to investigate the interaction between various online marketing tools and strategies, such as word-of-mouth, online chat, and email, and their influence on brand perception and customer purchasing decisions. There are many other influencing factors in a consumer's decision to purchase and develop a perception about a particular brand, but the most important factors that play a defining role in changing the consumer brand perception and purchasing decision is WOM, and the dependency exists on these three variables. Our findings suggest that Karachi internet users favour WOM over the other two factors, online chat and email advertising.  Various businesses use the WOM online marketing strategy to attract new customers and impact their purchasing decisions and brand perception. In Karachi, there are no generalised elements that influence customer purchase decisions or the development of brand perception. WOM is done by customers, and it is one of the cheapest forms of online marketing that many businesses use and has proven to be effective.

KEY WORDS: word of mouth, online marketing, referral marketing, relationship marketing