Impact of Digital Marketing on Consumer Buying Behaviour
Keywords:
Digital Marketing, Consumer Buying Behaviour, Online Advertising, Social Media Influence, Purchase Decision MakingAbstract
Digital marketing has significantly transformed the way businesses interact with consumers and how consumers make purchasing decisions in today’s digital era. With the rapid development of the internet, smartphones, social media platforms, and data analytics, traditional marketing methods have been replaced by more interactive, personalized, and data-driven approaches. Consumers are no longer dependent on physical stores or advertisements alone; instead, they rely heavily on online information, product reviews, and recommendations before making a purchase.
This study focuses on understanding the impact of digital marketing on consumer buying behaviour. It examines how different digital channels such as social media, search engines, email marketing, and influencer marketing affect consumer decisions. It also explores psychological, social, and personal factors influencing buying behaviour. Additionally, the study highlights the advantages and challenges of digital marketing and discusses future trends that will continue to shape consumer behaviour.
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