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A Study on Impact of Digital Marketing on Consumer Behaviour

Year: 2025

Type: article

Abstract: Digital marketing has transformed the way businesses interact with their target audiences in today’s hyper-connected world. This paper evaluates the scope and depth of this transformation by analyzing how strategies such as influencer endorsements, content marketing, personalized promotions, and social media campaigns affect consumers' buying behaviour. It highlights how consumers now depend on digital interfaces, peer opinions, and real-time feedback before making purchase decisions. Furthermore, the paper investigates emerging issues like ad fatigue, ethical concerns in data usage, and the psychological impact of continuous digital exposure. By drawing from existing secondary data sources, the study proposes a set of insights to guide marketers in crafting ethically responsible and effective digital strategies that align with modern consumer expectations.

Source: EPRA International Journal of Environmental Economics Commerce and Educational Management

DOI: 10.36713/epra21922

Authors: Savitha D, Fazal Pasha

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4410637164

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