Abstract:
Technological advancements, the rise of the internet and development of Web 2.0 has
enabled the interconnectivity of consumers to increase. As a result consumer behavior has
changed and organisations needed to understand the impact of digital marketing on the
consumer decision making process.
The research study analysed the impact of digital marketing on the consumer decision
making process in Nike's customer retail operations in South Africa. The view of digital
marketing impact on consumer decision making was that off the retail organisation.
The research methodology used for the study was a hybrid approach consisting of
exploratory and descriptive research with exploratory being the primary research method.
Exploratory research conducted consisted of primary and secondary data whilst
descriptive research consisted of secondary data.
Analysis of the results revealed that consumer have embraced digital marketing and it has
influenced consumer behavior. As a result retail organisations had to shift their marketing
strategies to incorporate digital. It was further established that digital marketing has an
impact on consumer decision making process with a more influential impact on problem
recognition, purchase decision and post purchase behavior.
Due to these shifts in technology and consumer behavior retail organisations need to
develop marketing strategies that reach out to consumers at moments that most influence
their decisions.
