Exploring the Impact of Digital Marketing on Consumers Behavior

Exploring the Impact of Digital Marketing on Consumers Behavior

Mr. George Lomumba Patrick

Under The Supervision of Mrs. Nishtha Sharma

Department of Commerce and Management

Bachelor of Business Administration

Kalinga University Naya Raipur, Chhattisgarh

ABSTRACT:

In the contemporary marketing landscape, digital technologies have transformed the way businesses interact with consumers. Digital marketing, characterized by the strategic use of electronic platforms to promote products and services, has emerged as a fundamental component of modern marketing strategies. This paper aims to explore the nuanced relationship between digital marketing strategies, particularly within the domain of social media marketing, and consumer purchase behavior.

Drawing upon existing literature and empirical research findings, this study delves into seminal investigations that have shed light on the impact of digital marketing on consumer behavior. For instance, studies focusing on various industries have highlighted the significant role of social media marketing in influencing consumer purchase decisions, revealing positive correlations between social media marketing efforts and consumer behavior. Additionally, examinations of specific digital marketing strategies, such as search engine optimization and digital financial advertisements, have provided insights into their effectiveness in shaping consumer attitudes and purchase intentions.

Against this backdrop, this paper contributes to the evolving discourse on digital marketing and consumer behavior by offering a comprehensive review of existing literature and empirical research methodologies. Through a detailed analysis of these studies, this paper aims to elucidate the mechanisms through which digital marketing initiatives impact consumer purchase behavior.