A STUDY ON IMPACT OF DIGITAL MARKETING ON CUSTOMERS BUYING BEHAVIOUR

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.