The Role of Digital Marketing in Shaping Consumer Purchase Behavior in Wayanad: An Analysis of Opportunities and Challenges

Digital marketing has revolutionized consumer purchasing behavior by influencing decision-making through social media, influencer marketing, email campaigns, and search engine promotions. This study analyzes how digital marketing impacts consumer behavior in Wayanad, Kerala, a region characterized by both semi-urban and rural populations. The research focuses on consumer awareness, decision-making patterns, and the effectiveness of digital marketing strategies in reshaping traditional shopping habits. Data was collected through a structured survey involving 100 household consumers and analyzed using statistical techniques such as Chi-Square tests and ANOVA. The findings indicate that while digital marketing has significantly enhanced consumer engagement and awareness, challenges such as digital literacy, internet accessibility, and trust in online platforms persist. The study provides recommendations for businesses and policymakers to refine digital marketing strategies for rural and semi-urban consumers.