IMPACT OF DIGITAL MARKETING STRATEGIES ON CONSUMER PURCHASE BEHAVIOUR: AN EMPIRICAL STUDY

Abstract

The rapid growth of digital technologies has transformed the way businesses communicate with consumers and promote their products. Digital marketing has emerged as a powerful tool influencing consumer awareness, attitudes, and purchase behaviour. This research paper examines the impact of key digital marketing strategies—such as social media marketing, search engine marketing, online advertisements, and content marketing—on consumer purchase decisions. The study is based on primary data collected from 200 consumers using a structured questionnaire. Statistical tools such as percentage analysis, correlation analysis, and regression analysis were used to analyze the data. The findings reveal that social media marketing and online reviews significantly influence purchase intentions, while personalized content and brand engagement enhance customer trust and loyalty. The study concludes that effective digital marketing strategies positively affect consumer buying behaviour and recommends that marketers focus on interactive and customer-centric digital approaches to gain competitive advantage.