Impact of Digital Marketing and Social Media on Consumer Buying Behaviour

Abstract

This study examines Digital Marketing and Social Media and its influence on consumer buying as prominent factors to alter the economic horizon today. Lifestyle change has been fueled by digital technologies; smartphones, social media, buying online has changed the way of search, alternative assessment, interactions with brands and purchasing. This study is done to find the effects of the digital marketing strategies such as online advertising, search engine marketing, email marketing, influencer marketing, content marketing and personalized promotions on the awareness, attitude, purchasing intention and purchasing behavior of consumers. It also examines the impact that social media websites has on perceptions via eWOM, customer history, recommendations, engagement with the brand and peer influence. Primary data for the consumers can be collected with a structured questionnaire and analysed with the appropriate statistical method; be it descriptive or analytical. The research will be expected to identify key digital and social media that consumers are influenced by, regarding their buy decision process, and the influence demonstrated. The output will provide the marketers and the enterprises with useful insights to optimise their digital marketing efforts, engagement with customers, retention of customers and customer choices. Overall, the study contributes to the small body of knowledge regarding consumer behaviour changing under the force of consumption in the digital spot today.