Consumer Behaviour in the Era of Digital Marketing: An Analytical Study

Author(s): Aman Soni and Shreyash Rai

Abstract:

Social media has emerged as one of the most powerful marketing channels in the digital age. This study-titled 'Impact of Digital Marketing Strategies on Consumer Buying Behaviour'- examines how five key digital marketing strategies (social media marketing, influencer marketing, search engine optimisation, content marketing, and email marketing) influence consumer buying behaviour in India. Using a mixed-methods design combining a structured questionnaire (N=410) administered across metro, tier-2, and tier-3 cities with 20 in-depth interviews, the study finds that social media marketing is the dominant influence (mean=4.12/5, β=0.342, p<0.001), followed by influencer marketing (β=0.287), SEO (β=0.198), content marketing (β=0.154), and email marketing (β=0.089). The regression model explains 63.8% of variance in purchase intention. Significant demographic moderation is found: younger consumers are more responsive to social media and influencer channels, while older consumers rely more on search engines and email. Personalisation and authenticity are identified as cross-cutting determinants of effectiveness. The study fills a critical gap in the literature by providing a comparative, multi-channel analysis in the Indian emerging-market context.

keywords:
Social media marketing, consumer purchase behaviour, influencer marketing, search engine optimisation, content marketing, email marketing, digital advertising, India, consumer behaviour

Pages: 81-87     |    39 View     |    1 Download