Impact of Digital Marketing on Consumer Buying Behaviour: A Study of Indian Markets

@article{1709091,
      author = {Krishika Tiwari},
      title = {Impact of Digital Marketing on Consumer Buying Behaviour: A Study of Indian Markets},
      journal = {Iconic Research And Engineering Journals},
      year = {2025},
      volume = {8},
      number = {12},
      pages = {499-500},
      issn = {2456-8880},
      url = {https://www.irejournals.com/formatedpaper/1709091.pdf},
      abstract = {This thesis explores the impact of digital marketing on consumer buying behaviour in Indian markets. With growing internet usage and increased smartphone penetration, digital platforms have become pivotal in shaping purchase decisions. A primary research survey was conducted with 70 respondents using Google Forms to investigate various digital marketing tools such as social media ads, influencer endorsements, email marketing, and SEO content. The study reveals that a majority of consumers, especially between the ages of 18 to 35, are heavily influenced by digital marketing. Findings indicate that personalized content and peer reviews play a significant role in buying decisions. The thesis concludes that digital marketing is no longer an option but a necessity for brands aiming to succeed in the Indian marketplace.},
      keywords = {Consumer behaviour, Digital marketing, India, Online advertising, Purchase decisions.},
      month = {June},
  }