The Influence of Online Marketing on Start-ups
Garg, S., Asif, S., Yadav, S., & Kaushik, T.
Plenty of research shows that online marketing shapes how startups grow, but almost all of it looks through the eyes of the companies. This study deliberately switches sides, asking how consumers themselves are affected by the online and digital tools that startups use to reach, engage, and persuade them every day.
Data were collected from 132 consumers through an online questionnaire and analysed in SPSS using a t-test and correlation. The study set out to see whether digital marketing is associated with brand awareness, startup success, and consumer purchase patterns, and to compare the effectiveness of online against traditional marketing from the consumer's point of view rather than the perspective of the firm doing the marketing.
The results show a positive correlation between digital marketing and each variable examined, namely brand awareness, consumer purchase patterns, traditional marketing, and startup success. The t-test points to a significant difference in how digital marketing affects consumers, underlining its distinct influence on the way people engage with and buy from early-stage ventures, even those without the resources of established firms.
Most research on online marketing and startups takes the company's perspective; this study instead surveys 132 consumers to see how they are affected. Analysed in SPSS with a t-test and correlation, the data show digital marketing positively correlates with startup success, traditional marketing, brand awareness, and consumer purchase patterns, confirming its distinct influence on consumer behaviour.
- The study addresses a gap in the literature: while most work on online marketing and startups reflects company perspectives, this research centres the consumer's viewpoint on how such marketing affects them.
- Data were collected from 132 consumers through an online questionnaire and analysed in SPSS using a t-test and correlation to assess online marketing's links with startup outcomes.
- Results reveal a positive correlation between digital marketing and brand awareness, consumer purchase patterns, traditional marketing, and startup success, indicating broad consumer-side benefits from online marketing activity.
- The t-test shows a significant difference in how digital marketing affects consumers, underlining that online marketing exerts a distinct influence on consumer engagement with early-stage ventures.
Publication Details
Publisher
International Journal of Health SciencesAuthor
Garg, S., Asif, S., Yadav, S., & Kaushik, T.
Year
2022
Type
Journal
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