INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN APPLIED SCIENCE (IJRIAS)
ISSN No. 2454-6194 | DOI: 10.51584/IJRIAS |Volume X Issue X October 2025
www.rsisinternational.org Page 285
The Effects of Digital Marketing on Consumer Behaviour
Mr. U. Rahul, MBA, M. Phil,
Assistant Professor/Management, Rathinam College of Arts and Science, Coimbatore, India
DOI: https://doi.org/10.51584/IJRIAS.2025.1010000022
Received: 10 Oct 2025; Accepted: 17 Oct 2025; Published: 29 October 2025
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.
INTRODUCTION
Over the years, the growth of technology has transformed the ways companies market their products. It is now
easier than ever for these businesses to access their market and promote their products over digital platforms.
This paper seeks to study the effects of digital marketing on consumer behavior with regards to
personalization, convenience, and interactivity. Technology has revolutionized marketing, enabling companies
to leverage digital platforms for precise targeting, real-time analytics, and cost-effective campaigns. This shift
has transformed both company promotion strategies and consumer behavior. Digital marketing's impact on
consumer behavior, particularly through personalization, convenience, and interactivity, is crucial for
understanding the evolving marketplace. Personalization tailors marketing messages and product
recommendations, creating more engaging experiences. Convenience features like one-click purchasing and
mobile optimization cater to consumers' desire for instant gratification. Interactivity through social media
fosters two-way communication between brands and consumers, enabling real-time feedback and community
building. These factors collectively shape consumer expectations and purchasing decisions in the digital era.
REVIEW OF LITERATURE
Mahmoud Alghizzawi 2019 -The role of digital marketing in consumer behavior: A survey, this study
examines digital marketing's impact on consumer behavior in tourism through three dimensions: (1) mobile
apps, (2) social media, and (3) electronic word-of-mouth (eWOM). It highlights digital marketing's role in
tourism competitiveness, tourist behavior, and technology use while identifying research gaps and suggesting
future directions for academics and industry decision-makers.
Alokkumar pal, Dr. Bharti shukla 2019-Impact of Digital Marketing on Consumer Buying Behavior, buyer
behavior is evolving rapidly, especially among youth, who are heavily influenced by digital trends. Marketers
invest heavily in understanding these shifts. This study examines how digital marketing impacts youth
purchasing decisions, showing their strong reliance on digital platforms.
Andrew T Stephen 2016-The role of digital and social media marketing in consumer behavior, this article
explores consumer behavior in digital/social media marketing through five themes: digital culture, ad
responses, digital environment effects, mobile usage, and online WOM. While these studies reveal diverse
consumer interactions with digital platforms, research remains overly focused on WOM, neglecting other key
aspects. Future studies should broaden their scope.
INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN APPLIED SCIENCE (IJRIAS)
ISSN No. 2454-6194 | DOI: 10.51584/IJRIAS |Volume X Issue X October 2025
www.rsisinternational.org Page 286
Statement of the Problem:
In the digital era, the landscape of consumer shopping has been altered significantly due to online marketing.
Companies find it challenging to connect with their target audiences owing to the heightened prevalence of
digital advertisements, privacy concerns, and deceptive marketing tactics. Additionally, the growing reliance
on online testimonials and influencer evaluations introduces doubt regarding the efficacy of digital marketing
strategies. This study seeks to examine the effects of online marketing on consumer behavior while identifying
the most relevant factors influencing purchasing decisions in the digital environment.
Objectives of the study
1. To analyze the impact of digital marketing strategies on consumer behavior and decision-making.
2. To evaluate consumer preferences regarding personalized advertisements and online reviews.
3. To examine the major drawbacks of digital marketing and their influence on consumer trust.
4. To provide recommendations for businesses to enhance their digital marketing strategies for better
consumer engagement.
RESEARCH METHODOLOGY
Research Design - This study adopted a descriptive research design to analyze the impact of digital marketing
on consumer behavior. This study aims to collect data on consumer perceptions, preferences, and decision-
making processes influenced by digital marketing strategies.
Data Collection
Primary data: A survey was conducted using a structured questionnaire to gather feedback from 100
participants, concentrating on their interaction with digital marketing and its impact on their buying decisions.
Secondary Data: Data was sourced from scholarly journals, industry analyses, online platforms, and
previously conducted research on digital marketing and consumer behavior
Sample technique:
To choose survey participants, a convenience sample technique was employed. Students, working
professionals, entrepreneurs, and others who frequently use digital marketing platforms were among the target
demographics.
Data Analysis Methods:
The following methods were used to examine the gathered data.
Descriptive statistics: Consumer response and demographic data were interpreted using frequency and
percentage analysis.
Comparative Analysis: To find trends and variances, data was compared across consumer groups according
to variables including age, gender, and occupation.
The Theoretical Framework – This study is based on key marketing and consumer behavior theories that
explain how digital marketing effects purchasing decisions
Consumer Decision-Making Model- Explains how consumers progress from problem detection to purchase
behavior, driven by digital marketing at each stage.
INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN APPLIED SCIENCE (IJRIAS)
ISSN No. 2454-6194 | DOI: 10.51584/IJRIAS |Volume X Issue X October 2025
www.rsisinternational.org Page 287
Technology Acceptance Model- Highlights how perceived usefulness and simplicity of use effect consumer
adoption of digital platforms.
The Elaboration Likelihood Model
Illustrates how consumers interpret marketing communications through both core (In-depth analysis) and
peripheral (Influencer marketing, brand reputation) pathways.
The Stimulus response Model
Illustrates how digital marketing stimuli, such as advertisements and social media content, influence consumer
behavior and lead to purchase.
Data Analysis and Interpretation
Table 1: Personal Information
Age group (in years) No of respondents Percent
Below 18 5 5
18 - 25 77 77
26 - 35 12 12
36 - 45 6 6
Total 100 100
Gender No of respondents Percent
Male 21 21
Female 79 79
Total 100 100
Occupation No of respondents Percent
Student 66 66
Working Professional 23 23
Business Owner 4 4
Other 7 7
Total 100 100
Age Group of Respondents:
The majority of respondents (77%) fall in the age group of 18-25 years, indicating that most participants are
young adults, likely students or individuals early in their careers. Only a small portion of respondents are aged
below 18 (5%) or 26-35 years (12%), and an even smaller group falls in the 36-45 years range (6%).This
shows that the data collection focuses heavily on younger demographics, potentially limiting perspectives from
older age groups.
INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN APPLIED SCIENCE (IJRIAS)
ISSN No. 2454-6194 | DOI: 10.51584/IJRIAS |Volume X Issue X October 2025
www.rsisinternational.org Page 288
Gender of Respondents:
The majority of the respondents are female (79%), while only 21% are male. This indicates a gender imbalance
in the respondent pool, which could reflect the nature of the study population (e.g., predominantly female
students or professionals in a specific sector).
Occupation of Respondents:
A significant majority (66%) of respondents are students, suggesting that the survey was likely conducted in an
academic environment or targeted toward younger, non-working individuals. Working professionals (23%)
form the second-largest group, implying some representation from employed individuals. A smaller group
comprises business owners (4%) and other occupations (7%), suggesting minimal participation from
entrepreneurial or non-traditional roles.
Table 2: Digital Marketing Usage
How often do you come across digital marketing advertisements (social
media, ads, Google leads, emails)
No of respondents Percent
Very frequently 47 47
Occasionally 36 36
Rarely 12 12
Never 5 5
Total 100 100
Which digital platform influences your purchase decisions the most? No of respondents Percent
Social Media 52 52
Search Engines 12 12
E- Commerce websites 32 32
Influencer recommendations 4 4
Total 100 100
What type of digital marketing content influences your purchase
decisions the most?
No.of respondents Percent
Product reviews &Rating 63 63
Social media influencers 16 16
Discount &Offer ads 14 14
Personalized advertisements 5 5
Video Content &Demonstrations 2 2
Total 100 100
INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN APPLIED SCIENCE (IJRIAS)
ISSN No. 2454-6194 | DOI: 10.51584/IJRIAS |Volume X Issue X October 2025
www.rsisinternational.org Page 289
How likely are you to Purchase a product based on online reviews? No. of respondents Percent
Very likely 34 34
Somewhat likely 26 26
Neutral 36 36
Unlikely 2 2
Very likely 2 2
Total 100 100
Interpretation of Digital Marketing Usage Data
Exposure to Ads: 47% of respondents see digital ads very frequently, while 36% see them occasionally,
highlighting the effectiveness of digital platforms in reaching large audiences. Only 5% report never seeing
such ads.
Influential Platforms: Social media (52%) and e-commerce websites (32%) are the most influential platforms
for purchase decisions. Search engines (12%) and influencer recommendations (4%) have a smaller but notable
impact.
Impactful Content: Product reviews and ratings (63%) are the most trusted content, followed by influencer
recommendations (16%) and discounts/offers (14%). Personalized advertisements (5%) and video content
(2%) have minimal influence.
Online Reviews: 60% of respondents (very likely/somewhat likely) rely on online reviews when making
purchasing decisions. This underscores the importance of strong online reputation management.
Consumer Behaviour Trends: Young consumers, particularly those active on social media and e-commerce
platforms, are highly influenced by authentic reviews and attractive offers. Video content and personalized ads
are less engaging for this audience.
Table 3: Consumer Behavior& Decision Making
What factors influence your decisions when purchasing a product
online?
No.of respondents Percent
Price &Discount 20 20
Product Quality 53 53
Brand Reputation 11 11
Customer Reviews 14 14
Influencer/Ad recommendations 2 2
Total 100 100
Do you prefer personalized advertisement based on your previous
searches and interest?
No of respondents Percent
INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN APPLIED SCIENCE (IJRIAS)
ISSN No. 2454-6194 | DOI: 10.51584/IJRIAS |Volume X Issue X October 2025
www.rsisinternational.org Page 290
Yes 40 40
No 23 23
Maybe 37 37
Total 100 100
How often do you purchase product directly from social media
advertisement?
No. of respondents Percent
Very frequently 15 15
Sometimes 51 51
Rarely 25 25
Never 9 9
Total 100 100
What do you think is the biggest drawback of digital marketing? No. of respondents Percent
Privacy &Data Security 30 30
Misleading or Fake ads 35 35
Too many ads/Spam 26 26
High influence on impulse buying 9 9
Total 100 100
In your opinion, how has digital marketing changed the way you
compared to traditional marketing
No. of respondents Percent
More convenient to traditional marketing 52 52
No major difference 30 30
Prefer traditional marketing over digital marketing 18 18
Total 100 100
Interpretation of Consumer Behaviour & Decision-Making in Digital Marketing
Factors Influencing Online Purchases: Product quality (53%) is the most significant factor influencing
consumer decisions, followed by price and discounts (20%) and customer reviews (14%).Brand reputation
(11%) and influencer/ad recommendations (2%) have minimal influence.
Personalized Advertisements: 40% of respondents prefer personalized advertisements, while 37% are
undecided, and 23% do not prefer them.
Purchases from Social Media Ads: 15% of respondents frequently purchase products through social media
ads, and 51% make occasional purchases.25% rarely purchase, and 9% never purchase products via social
media ads.
INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN APPLIED SCIENCE (IJRIAS)
ISSN No. 2454-6194 | DOI: 10.51584/IJRIAS |Volume X Issue X October 2025
www.rsisinternational.org Page 291
Drawbacks of Digital Marketing: The major drawbacks identified are misleading or fake ads (35%), privacy
and data security issues (30%), and too many ads or spam (26%).Impulse buying (9%) is also a noted concern.
Digital Marketing vs. Traditional Marketing: 52% of respondents find digital marketing more convenient
than traditional marketing.30% believes there is no major difference, while 18% prefer traditional marketing.
Influence of Reviews: Product reviews and ratings strongly influence purchase decisions, with a majority of
consumers relying on them for decision-making.
Platform Effectiveness: Social media influences 52% of respondents' purchase decisions, followed by e-
commerce platforms at 32%.Search engines (12%) and influencer recommendations (4%) have less impact.
Suggestions
Factors influencing purchases include product quality, competitive pricing, and leveraging customer reviews to
build trust. Personalized ads should be used carefully, respecting privacy while addressing consumer
indecisiveness. Social media purchases can be boosted by creating engaging and secure ads that encourage
direct buying. However, digital marketing has drawbacks, such as transparency issues, data security concerns,
and ad overload, which should be minimized to maintain consumer trust. A hybrid approach combining digital
and traditional marketing can effectively balance digital convenience with traditional familiarity. Additionally,
highlighting reviews and focusing on social media and e-commerce platforms can maximize impact and drive
consumer engagement.
CONCLUSION
The study reveals that product quality, customer reviews, and personalized content are the primary factors
influencing consumer behaviour in digital marketing. Social media and e-commerce platforms are the most
effective channels for engaging consumers, while misleading ads, privacy concerns, and ad overload are the
main challenges. To succeed, businesses must address these concerns and adopt a hybrid marketing approach
that combines the benefits of both digital and traditional marketing methods.
REFERENCE
1. Statista. (2023)the impact of digital advertising on consumer engagement. Marketing Science, 41(3),
310-329.
2. HubSpot. (2023) Understanding personalized advertising and its influence on consumer decisions.
Journal of Digital Commerce, 29(1), 44-61.
3. Dholakia, U. M. (2020)How social media marketing influences consumer behavior: A review. Journal
of Consumer Research, 47(2), 123-145.
4. Kaplan, A. M., & Haenlein, M. (2019). Rethinking digital marketing: The role of influencer culture.
Business Horizons, 62(6), 695-705.
5. Lamberton,C., & Stephen, A. T. (2016) A thematic exploration of digital, social media, and mobile
marketing. Journal of Marketing, 80(6), 146-172.