Digital Marketing Trends And Consumer Buying Behavior: An Empirical Study

15 Apr
Posted on Author

Authors: Dr. Viji R, Director, Prof. (Dr.) Vellayan Srinivasan, Dr.V.O.Kavitha

Abstract: Abstract- Digital marketing has transformed the way businesses interact with consumers, significantly influencing buying behavior across industries. This study examines the impact of current digital marketing trends—such as social media marketing, influencer marketing, personalized advertising, and search engine optimization—on consumer buying behavior. A quantitative research approach was adopted with a sample of 120 respondents from urban and semi-urban areas. The findings reveal that social media marketing and influencer endorsements have the strongest influence on purchasing decisions, while email marketing and banner ads show moderate impact. The study concludes that digital marketing strategies significantly shape consumer perception, trust, and purchase intention.

DOI: https://doi.org/10.5281/zenodo.19591009