Impact of Digital Marketing on Consumer Purchasing Behaviour.

Abstract

Digital marketing is a new technology that has brought the internet into the social realm by introducing social media platforms such as social network sites, user-review websites, discussion forums, and smartphone applications, which are collectively referred to as online data and via which individuals may access and produce data. This study aims to investigate and evaluate the impact of gender on consumer behaviour and the effects of digital marketing on consumer purchasing in Ludhiana. According to the state of marketing, the survey includes the social networks that consumers use the most frequently, including Facebook, Twitter, LinkedIn, Google+, and YouTube. The study's conclusions show that a substantial portion of participants agreed that digital marketing channels significantly influenced consumer behaviour and purchasing decisions. Our findings emphasise the requirement of authenticity, relevance, and ethical engagement in digital marketing strategies to foster client trust and loyalty.