A Study on Digital Marketing Influence on Consumer Purchase Behaviour towards Small Business

A Study on Digital Marketing Influence on Consumer Purchase Behaviour towards Small Business

1*Nadigatla Prasanth Kumar, Dr.S. Ramesh Babu 2

1Department of MBA & KLEF (Deemed to be University), Vaddeswaram, A.P, India.

2Department of MBA & KLEF (Deemed to be University), Vaddeswaram, A.P, India.

Corresponding Author Email: nadigatlaprasanthkumar123@gmail.com

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Abstract - In the digital world of today, marketing strategies have gained so much ground, whereby social media, SEO, and online advertising contribute significantly to consumer decision-making. This research examines the effects of digital marketing on the purchasing behaviour of individuals with a specific emphasis on small businesses. Various online marketing techniques, such as social media campaigns, email marketing, influencer marketing, and targeted advertising, are examined here for their impact on consumer awareness, trust, and purchase decisions. The study combines surveys and interviews with both consumers and small business owners to gather insight. Several important aspects will be evaluated concerning engagement, brand perception, and buying intent to test the effectiveness of digital marketing in enhancing sales-and-loyalty performance. The findings show that digital marketing has a huge role to play in encouraging consumer interaction and making purchasing decisions, with social media and personalized ads standing out as being more effective. However, challenges such as digital fatigue and trust issues also influence consumer response. This study also offers valuable suggestions to help small business owners fine-tune their digital marketing strategies to attract and retain customers.

Key Words:  Social Media Marketing, Online Advertising, Purchase decisions.