Effectiveness of online marketing and hedonism among university students in Singapore

Abstract

Online marketing, also known as internet marketing, includes using interactive, virtual spaces to promote and sell products and services. Indeed, new synchronous, internet-based and mobile based communication techniques had helped restructure significant financial industries including marketing. Being cost-effective, flexible and quick and enjoying a global reach that is unprecedented, internet marketing has brought incredible benefits to various companies. This efficient, fresh technique, however, also includes its particular disadvantages, such as absence of personal contact, safety and privacy, etc. that should be taken into consideration. The present study concentrates on the effectiveness of Online marketing on purchasing behavior and hedonism among the students who are undergoing university studies. It reveals the interconnection between the purchasing behavior and hedonism among the students who came from different demographic factors and it shows the frequency of purchasing online and factors that lead to hedonism.