Digital Marketing and Consumer Buying Behavior: An Empirical Study on Herbal Cosmetic Products in Urban Pune

The fast pace of digital platforms expansion has greatly affected the behavior of consumers in different product lines in the last few years, and health and wellness lines like herbal cosmetics have not been left out. This research aims at examining how digital marketing activities influence consumers in their purchase of herbal cosmetic products among urban consumers in Pune, India. The study examines the important constructs like exposure to digital marketing, digital channel preference, consumer attitude, perceived opportunities and challenges and its impact on purchase intention. The sample of 400 respondents who were chosen based on stratified random sampling in five urban areas was used to administer a structured questionnaire in Pune. Statistical analysis such as descriptive analysis, reliability test (Cronbachs Alpha), correlation test, and regression analysis were used to test hypotheses and test inter-variable relationships. Results indicate a significant positive effect of the exposure to digital marketing on consumer purchasing behavior because of positive attitudes and the perceived opportunities and negative effects of perceived challenges including the lack of trust and problems with authenticity. Instagram and YouTube are also viewed by the study as the most commonly preferred by herbal cosmetic engagement.