Impact of Digital Marketing on Consumer Buying Behaviour

This report presents a comprehensive empirical investigation into the Impact of Digital Marketing on Consumer Buying Behaviour in India. As digital channels redefine how brands engage with consumers, this study examines the effectiveness of social media marketing, influencer marketing, online advertising, and digital promotions in shaping consumer awareness, trust, purchase intent, and post-purchase advocacy.

Conducted using a descriptive research design and structured questionnaires, the study surveyed 90 active digital consumers aged 18–45 years across urban and semi-urban India. Data were analysed using percentage analysis and Z-test hypothesis testing. The findings confirm that digital marketing exerts a significant and measurable influence on consumer buying behaviour, with social media advertising and influencer marketing emerging as the most powerful commercial drivers.

The report concludes with evidence-based strategic recommendations for businesses seeking to optimise their digital marketing investments and build enduring brand loyalty in an increasingly competitive digital marketplace.