DefinePK

Abstract

Advent of new technology, media and tools are rapidly reshaping the traditional ways of branding. Branding is the challenge for any of the e-commerce startups. This paper aims to highlight the digital branding practices of e-commerce startups and study its impact on the consumer buying behavior. A primary survey was conducted in Pune city using a structured questionnaire among 380 consumers who have purchased online. The exploratory factor analysis technique was deployed to identify the antecedents contributing to the digital branding of the e-commerce startups. Multiple Linear regression technique was used to understand the impact of the digital branding practices of the e-commerce startups on the consumer buying behavior. The results and findings clearly show that there exists a significant impact of the digital branding practices on the consumer buying behavior. This study attempts to interweave the disciplines of digital branding and consumer buying behavior, a crucial activity for the survival of e-commerce startups, given their lack of resources, financial cost constraints and the fundamental need to find and maintain clients. The significant contribution of this paper is that it provides a basis for conceptualizing a model of digital branding practices for the e-commerce startup firms performing under dynamic and competitive global environments.