THE INFLUENCE OF DIGITAL MARKETING ON CONSUMER BUYING BEHAVIOR

With the innovations and changes in communication methods in digital marketing, the way businesses influence consumers and change their purchasing decisions have also changed. The widespread adoption of internet marketing and mobile applications, along with the increasing use of online marketing methods by consumers, has led to significant changes in consumer purchasing behavior and preferences. The research paper investigates the extent to which new forms of consumer behavior influence and advertising, such as social media marketing, SEO optimization, and online advertising, affect consumer purchasing decisions.

Keywords: social networks, consumer behavior, digital marketing, consumer buying behavior, purchasing decisions