The Role of Digital Marketing in Shaping Consumer Behavior

The Role of Digital Marketing in Shaping Consumer Behavior

Darshan Arun Patil1, Mr. S.B.Waghole2
1Student of Master of Management Studies, Alamuri Ratnamala Institute of Engineering and Technology, Mumbai University,mailto:imdarshan26@gmail.com

2Assistant Professor, MMS Department, Alamuri Ratnamala Institute of Engineering and Technology University of Mumbai mmsho.armiet@gmail.com

Abstract

Digital marketing has revolutionized the way brands interact with consumers, especially in the context of India's expanding internet population. This study examines how digital platforms influence consumer buying behavior and highlights the advantages of online advertising over traditional methods. By leveraging data from industry trends and consumer feedback, this paper underscores the importance of digital presence for brand sustainability in the modern era.

Keywords:
Digital Marketing, Consumer Behavior, Internet Penetration, Online Advertising, Social Media Marketing, Search Engine Optimization, Online Consumer Journey, Indian Digital Market, Digital Trends, Marketing Evolution.