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The Effects of Digital Marketing on Consumer Behaviour

Authors

Mr. U. Rahul

Assistant Professor/Management, Rathinam College of Arts and Science, Coimbatore (India)

Article Information

DOI: 10.51584/IJRIAS.2025.1010000022

Subject Category: Management

Volume/Issue: 10/10 | Page No: 285-291

Publication Timeline

Submitted: 2025-10-10

Accepted: 2025-10-17

Published: 2025-10-29

Abstract

Digital marketing has transformed how businesses engage with consumers, reshaping interactions through data-driven strategies. This paper investigates the influence of digital marketing on consumer behavior, analyzing key online tactics—including social media marketing, search engine optimization (SEO), email campaigns, influencer collaborations, and content marketing. By evaluating these channels, the study assesses their impact on consumer decision-making, purchasing patterns, and long-term brand loyalty.

Keywords

Digital marketing, consumer behavior, social media marketing, online advertising, brand engagement, e-commerce.

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References

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