Abstract:
In the era of rapid technological evolution, this research explores the transformative effects of digital
marketing on the intricate web of consumers' buying behaviour. The study is designed to analyzes
specific digital marketing channels, such as social media, search engines, and email and their
influences on the decision-making processes of modern consumers. A vital focus of the investigation
lies in unscrambling the inference of targeted digital marketing campaigns and personalized promotion
on consumer perceptions, preferences, and ultimate purchase intentions and the role of digital
marketing to unveil the psychological and behavioral underpinnings of digital marketing's impact on
the contemporary consumer. Through a systematic analysis, the investigation aims to assess the
effectiveness of these digital strategies in molding and reshaping consumer behaviour. This
investigation not only contributes to a deeper understanding of the intricate relationship between digital
marketing and consumer choices but also provides valuable insights for businesses aiming to optimize
their strategies in the ever-evolving landscape of digital commerce.
