A Review on Impact of Digital Marketing on Consumer Purchase Behaviour

Authors

  • Divya Kalra Professor, Lovely Professional University, Phagwara Punjab India
  • Sanjeev Sharma Student, Lovely Professional University, Phagwara Punjab India
  • Aayush Patel Student, Lovely Professional University, Phagwara Punjab India

DOI:

https://doi.org/10.5281/zenodo.8021135

Keywords:

Digital marketing, consumer purchase behaviour, social media marketing

Abstract

Using Dialog Axiata as a case study, this article examines how social media marketing influences customers' decisions to make purchases. Although consumer behavior differs based on product, price, features, excellence, packaging, purchasing habits, customer status, generation, & age, youngest demographic remains the most difficult to reach. The modern generation is significantly influenced by online shopping compared to previous generations. Marketers are under pressure from the buying patterns of millennials and Gen Z to adopt the new sales approach. The focus of this research is on the role that internet marketing plays in shaping the purchasing choices of today's youth, who have disproportionate influence over consumer behavior.

Published

08-06-2023

How to Cite

Divya Kalra, Sanjeev Sharma, & Aayush Patel. (2023). A Review on Impact of Digital Marketing on Consumer Purchase Behaviour. Journal of Scientific Research and Technology, 1(3), 15–20. https://doi.org/10.5281/zenodo.8021135

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Section

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