DIGITAL MARKETING AND ITS EFFECT ON THE CONSUMER BEHAVIOR :

Abstract

The digitalization of marketing has posed a challenge for today's marketing landscape. Customers are spending increasing amounts of time online, compelling businesses to adapt to the new rules of the online environment and engage with them through digital channels. This article explores key theories underpinning the impact of digital marketing on consumer behavior. Utilizing a purely theoretical approach, we examine how digital marketing strategies such as personalization, social media, content marketing influence consumer attitudes and actions. Our literature review delves into robust conceptual frameworks to shed light on how digital marketing shapes consumer purchasing decisions and preferences.