Customers' Attitude Towards Digital Advertising Communication

Abstract

This article aims to investigate how consumers feel about digital marketing messages before making a purchase. 198 respondents to the research solely utilised conventional lines of communication and refrained from using digital channels while making purchases. The essay outlines the benefits of not communicating digitally. Additionally, the research uses cluster analysis to identify the client categories that use conventional communication methods.

Keywords

• cluster analysis
• cronbach's alpha
• digital channel
• traditional channel