Influence of Digital Marketing in Shaping Consumer Purchase Behaviour

Abstract

Digital marketing has had a profound impact on consumer purchasing behavior, offering individuals more opportunities to research and purchase products and services. It has also simplified the process for businesses to target specific demographics, allowing them to customize their advertisements based on consumers' interests and needs. In this study, we first categorized respondents according to various demographic factors and then analyzed the relationship between these factors and the impact of digital marketing. The results revealed that digital marketing significantly influenced purchase decisions for 17.7% of respondents and had a moderate impact on 24.0%. The frequency of purchases increased by 45.5%, while it decreased by 36.5%. These findings suggest that digital marketing plays a crucial role in shaping consumer behavior, enabling impulse purchases, which can either benefit or harm businesses, depending on the product or service offered. However, no significant changes were observed in brand loyalty, store loyalty, or customer retention.