The influence of online marketing on start-ups

Smriti Garg; Sarina Asif; Sheetal Yadav; Tanuja Kaushik

doi:10.53730/ijhs.v6nS5.9827

Authors

Smriti Garg Student, GD Goenka University
Sarina Asif Assistant Professor, Centre for Innovation & Entrepreneurship, GD Goenka University, India
Sheetal Yadav Assistant Professor, Centre for Innovation & Entrepreneurship, GD Goenka University, India
Tanuja Kaushik Professor & Director, Centre for Innovation & Entrepreneurship, GD Goenka University, India

Keywords:

online marketing, traditional marketing, start-ups

Abstract

It has been proven in many studies that online marketing has played a major role in developing and shaping the future of start-ups. It is no untold truth that indeed online and digital marketing, in various forms, have and are still influencing the journey of start-ups. Owning to this, each day more and more companies and businesses inculcate online and digital marketing into their marketing strategies. However, a bulk of these studies which have been done are the perspectives of the companies themselves. A limited amount of study has been done which reflects the viewpoints of the consumer, as to how are they affected by the use of online tools for marketing. Thus, for this study, the data was collected from 132 respondents (the consumers) using an online questionnaire. The main objective of this study was to identify if digital marketing is associated with start-up success, brand awareness, and consumer purchase patterns along with the effectiveness of online marketing and traditional marketing. The analysis of the data was done using the SPSS software and a T-test in addition to correlation is applied.

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