A Study on the Impact of Digital Marketing Strategies on Consumer Buying Behaviour

Digital Marketing, Consumer Buying Behaviour, Social Media Marketing, Search Engine Marketing, Content Marketing, Email Marketing, Influencer Marketing.

The rapid advancement of digital technologies has significantly transformed marketing practices and consumer buying behaviour. Digital marketing strategies have emerged as important mechanisms through which organizations communicate with consumers, enhance brand awareness, provide product information and influence purchasing decisions. The present study aims to examine the relationship between digital marketing strategies and consumer buying behaviour and to assess the predictive contribution of social media marketing, search engine marketing, content marketing, email marketing and influencer marketing. The study focuses on consumers in Bengaluru, Karnataka, and proposes a quantitative research approach incorporating descriptive and explanatory research designs. A structured questionnaire using a five-point Likert scale is proposed for collecting primary data from 250 respondents selected through a non-probability convenience sampling technique. Descriptive statistics, Pearson correlation and multiple linear regression are identified as the principal statistical techniques, while one-way analysis of variance is included for supplementary demographic analysis. The study seeks to evaluate the relationships between digital marketing strategies and consumer buying behaviour and identify the strategies exhibiting the strongest statistical associations with purchasing decisions. The proposed research is expected to contribute to the understanding of digital marketing effectiveness and provide useful insights for organizations seeking to develop consumer-oriented digital marketing strategies.