IMPACT OF DIGITAL MARKETING ON CONSUMER BUYING BEHAVIOUR

IMPACT OF DIGITAL MARKETING ON CONSUMER BUYING BEHAVIOUR

JOSHUA WESLY JEYAKUMAR (STUDENT, DEPARTMENT OF COMMERCE SHIFT - 2, LOYOLA COLLEGE - CHENNAI),

V. SARAVANAN (ASSISTANT PROFESSOR, DEPARTMENT OF COMMERCE SHIFT - 2, LOYOLA COLLEGE - CHENNAI

ABSTRACT

The purpose of this research article is to examine the impact of digital marketing on consumer buying behavior. The study aims to identify how digital marketing influences consumer behavior, what factors contribute to the success of digital marketing, and how marketers can leverage digital channels to engage with consumers. The study employed a mixed-method research design, using both qualitative and quantitative data to explore the research objectives. Data was collected through an online survey, which targeted consumers who have made a purchase through digital channels. The findings suggest that digital marketing has a significant impact on consumer buying behavior, with consumers relying on digital channels to research products, read reviews, and make purchases. The study concludes by recommending that businesses invest in digital marketing to reach their target audience and increase sales.

Key Words: digital marketing, consumer buying behavior, digital channels, target audience.