Consumer Attitudes Regarding Strategies in Digital Marketing

Abstract

The aim of this work is to understand consumer attitudes towards digital marketing strategies, evaluating the perception between buyers and non-buyers. To pursue this objective, a quantitative study with a descriptive design was carried out, with a questionnaire being administered to a sample of Portuguese Internet users (385 responses were collected and validated), between February and May 2021, with an average age of 28 years old. It was concluded that online shoppers recognize more benefits of Web marketing than non-online shoppers, and the latter find these digital strategies more irritating and annoying. Furthermore, it is observed that online shoppers show an attitude of greater loyalty to online stores, in the same way that they give more importance to loyalty cards and promotions and are more susceptible to consumerism, in relation to non-online shoppers. These online shoppers have an affective commitment to the online store, where they create fidelity and brand loyalty, starting to recommend their services to people they connect with. They also give importance to the relationship with the company, with main relevance in the personalization of its contents. The satisfaction rate is higher among online shoppers, as they feel more secure in the payment system and, naturally, have greater confidence in it.