A Review on Impact of Digital Marketing on Consumer Purchase Behaviour

Using Dialog Axiata as a case study, this article examines how social media marketing influences customers' decisions to make purchases. Although consumer behavior differs based on product, price, features, excellence, packaging, purchasing habits, customer status, generation, & age, youngest demographic remains the most difficult to reach. The modern generation is significantly influenced by online shopping compared to previous generations. Marketers are under pressure from the buying patterns of millennials and Gen Z to adopt the new sales approach. The focus of this research is on the role that internet marketing plays in shaping the purchasing choices of today's youth, who have disproportionate influence over consumer behavior.