EXPLORING THE INFLUENCE OF DIGITAL MARKETING STRATEGIES ON CONSUMER BUYING BEHAVIOUR

Abstract

In the era of digitalization, businesses are continuously adapting to innovative marketing strategies to engage with their consumers effectively. This study aims to delve into the intricate relationship between digital marketing strategies and consumer buying behaviour. With the proliferation of online platforms and the advent of social media, understanding how these digital avenues influence consumer decisions has become paramount for marketers.The research employs a mixed-methods approach, combining quantitative analysis with qualitative insights. Quantitative data will be gathered through surveys distributed among a diverse sample of consumers across different demographics. These surveys will gauge consumer perceptions, preferences, and behaviours concerning digital marketing channels such as social media advertising, email marketing, influencer endorsements, and search engine optimization. Qualitative data will be collected through in-depth interviews and focus group discussions. These qualitative methods will provide a nuanced understanding of the underlying motivations and psychological processes guiding consumer responses to digital marketing stimuli. Key variables under investigation include consumer engagement metrics, purchase intention, brand loyalty, and the role of trust and credibility in digital marketing interactions. Furthermore, the study will explore how demographic factors, such as age, gender, income, and digital literacy, moderate the relationship between digital marketing strategies and consumer behaviour.The findings of this study are expected to contribute significantly to both academia and industry. From an academic standpoint, it will advance theoretical frameworks concerning consumer behaviour in the digital age, enriching the existing literature with empirical evidence. For practitioners, the insights derived from this study will inform strategic decision-making processes, enabling businesses to tailor their digital marketing efforts more effectively to meet consumer expectations and enhance competitive advantage.