DIGITAL MARKETING STRATEGIES AND THEIR IMPACT ON CONSUMER BEHAVIOR: AN ORGANIZATIONAL PERSPECTIVE

This study examines the impact of digital marketing strategies on consumer engagement and conversion outcomes from an organizational perspective using a large-scale secondary dataset comprising over 200,000 campaign-level observations. Grounded in data-driven marketing and the Stimulus–Organism–Response (S– O–R) framework, the study evaluates whether commonly used digital metrics such as engagement score, clicks, and impressions significantly influence conversion behavior. A quantitative, explanatory research design is employed, utilizing descriptive statistics, correlation analysis, and multiple regression techniques. The findings reveal that digital marketing performance metrics do not have a statistically significant effect on conversion rates, with the regression model demonstrating negligible explanatory power. Additionally, minimal variation is observed across marketing channels and campaign types, suggesting that strategic choices alone may not substantially drive consumer conversion outcomes. These results challenge prevailing assumptions in digital marketing literature that engagement directly translates into conversion. The study highlights the limitations of relying solely on observable behavioral metrics and underscores the importance of incorporating deeper psychological and contextual factors in understanding consumer decision-making. The findings provide important theoretical and managerial implications, emphasizing the need for more comprehensive models and advanced analytical approaches to improve the effectiveness of digital marketing strategies.