The Role of Digital Citizenship Behavior on Digital Marketing and Consumer Buying Behavior

Abstract

The advent of internet and advancement of digital technology has paved the way for digital marketing. It has shifted the traditional marketing to digital marketing. Digital marketing has a wider scope as it is witnessed as a safer option to traditional marketing. Digital marketing has provided variety, convenience, safety, and ease of marketing under one umbrella, hence is gradually accepted by the customers and has become customer choice for marketing. Though there are many literatures that explain the behavior of customer online. But still the study on the impact of digital marketing on consumer behavior is in its infancy. This paper tries to understand the effect of digital marketing on consumer behavior and the role of. In the fastest growing world of online transactions the appropriateness of netizen’s behavior is also questionable. Hence the study also tries to understand the role of digital citizenship behavior. The study finds that there is a significant effect of digital marketing on consumer behavior and digital citizenship behavior is mediating the same relationship.