A study of the Relationship Between Digital Marketing and Consumer Behaviour in the Software-As-A-Service (SaaS) Industry.

The rapid evolution of the Software-as-a-Service (SaaS) industry has amplified the significance of digital marketing in shaping consumer behaviour. This study investigates the relationship between digital marketing and its dimensions such as awareness, engagement, personalization, trust, and credibility on one hand and consumer behaviour in the SaaS industry on the other. Survey research design was used in this study. A stratified Random Sample of 549 were Selected giving representation to Gender, age, Income levels, Educational qualifications and Level of Technology Proficiency. The researcher developed and Standardized two Attitude Scales to measure the independent and dependent Variables. The research study utilised Pearson Coefficient of Correlation Analysis to examine the strength and direction of relationships between independent and dependent variables, and t-test to identify any significant differences in the Consumer behaviour across selected categorical groups. The results revealed significant positive correlations between digital marketing dimensions and consumer behaviour, highlighting the critical role of awareness, engagement, personalization, trust, and credibility in influencing purchasing decisions and fostering customer loyalty. Furthermore, the study highlights the importance of strategic digital marketing approaches tailored to these dimensions to enhance consumer engagement and satisfaction. The findings provide actionable insights for SaaS marketers to optimize their digital strategies, driving sustainable customer relationships and business growth.