The Power of Digital Marketing in the Modern Era: An Indian Perspective
Writers:
1.RATNAVALLI BHAGAVATULA Assistant professor, KLBS, KLEF, Vaddeswaram, India.
2.ANDE PURNA CHANDRA RAO Research scholar, KLBS, KLEFVaddeswaram, India.
3.GARAPATI VENKAT SAI ABHIRAM Research scholar KLBS, KLEF Vaddeswaram, India.
4.RAGAVAPURAPU DILEEP Research scholar, KLBS, KLEF, Vaddeswarm, India.
5.G. SREEMAN NARAYANA REDDY Research scholar, KLBS, KLEF, Vaddeswarm, India.
Abstract:
This study examines the impact that digital advertising has on the consumer buying behavior in India's rapidly expanding digital market. With the rise of internet access and smartphone use rise across a variety of demographic groups, knowing how to implement how to engage consumers effectively is becoming essential for Indian business.
Utilizing a quantitative research methodology that has a cross-sectional design, this research gathers data from the primary sources of 350 internet users between 18 and 60 years via designed questionnaires. The study analyzes various marketing channels on the internet, including social media platforms such as search engine marketing, influencer collaborations, email marketing campaigns, and mobile ads; to assess the impact they have on consumers' purchasing.
The analytical framework focuses on the ways that trust among consumers and perceptions of credibility of information affect the link between exposure to marketing via digital media and purchase behaviour. Through descriptive statistical analysis, correlation analysis and multi regression methods the study pinpoints the most effective digital channels and focuses on the ways in which demographic factors influence the effects of these channels.
The findings provide practical advice for medium and small-sized enterprises in optimizing the digital marketing channel selection and resource allocation. Beyond the immediate business implications, This research provides theoretic insights into the psychology of consumers in emerging digital economies, specifically in relation to trust building and the evaluation of information in mobile-first marketplaces with a variety of socioeconomic and economic consumers.
The results provide evidence-based strategies to increase the effectiveness of campaigns, enhance marketing ROI, and establish lasting consumer relationships while integrating the global theories of digital marketing within India's distinct technological, cultural, and economic environment.
Keywords: Digital Marketing, Consumer Buying Behaviour, Social Media Marketing, Consumer Trust, Brand Awareness, Indian Market
