The Impact of Digital Marketing Strategies on Consumer Purchasing Behavior: A Mixed-Methods Approach
Year: 2025
Type: article
Abstract: Digital marketing has revolutionized consumer behavior, influencing purchasing decisions through social media, content marketing, and online advertising. This study examines how digital marketing strategies, particularly social media advertising and influencer marketing, affect consumer decision-making. Using a mixed-methods approach, we analyze survey responses and conduct in-depth interviews to explore consumer perceptions and behaviors. Findings suggest that digital marketing significantly impacts purchase decisions by enhancing brand awareness, trust, and engagement. Furthermore, personalized content and targeted advertisements increase consumer interaction, leading to higher conversion rates. The study contributes to marketing literature by highlighting key digital strategies that drive consumer engagement and purchase behavior. Implications for businesses include adopting data-driven marketing strategies and leveraging influencers to enhance consumer trust.
Author: Nguyen Lan Anh
Institution: Industrial University of Ho Chi Minh City
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7091008945
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