THE ROLE OF DIGITAL MARKETING IN SHAPING CONSUMER BEHAVIOR IN E-COMMERCE PLATFORMS

Objectives: The objective of this research is to explore how digital marketing influences and communicates with consumers which shapes consumer behavior in E-commerce platforms. Theoretical Framework: As a result of the significant changes that global commerce has witnessed in recent years, most notably the e-commerce industry has experienced rapid growth and transformation, largely driven by advancements in digital marketing. Digital marketing has become a cornerstone of success in the e-commerce industry, these changes have significantly impacted consumer behavior and purchasing intentions. Method: This study consists of a quantitative approach; thus, we have utilized the survey, which helped us clarify the critical role of digital marketing in shaping consumer behavior in e-commerce. The significant factors include compatibility, trust, perceived ease of use, and perceived usefulness impact on shaping consumer behavior and purchase intention. Results and Discussion: The results of 285 participants indicate that the regression analysis revealed that trust, perceived ease of use, perceived usefulness, and digital marketing computability are influential factors in shaping consumer behavior. Research Implications: From a managerial application perspective, an understanding of shaping consumers' behavior and purchase intention. It would assist marketers in establishing, enhancing, and maintaining these strategies in digital marketing. Marketers need to identify those factors to emphasize the impact of digital marketing tools such as social media, search engines, and email which have enhanced businesses' ability to personalize marketing messages, thereby improving consumer engagement and influencing purchasing decisions. Originality/Value: The research findings provide insight into shaping consumer behavior with regard to the compatibility of digital marketing strategies and suggest a way forward for further research. In particular, future research should explore these dynamics in diverse markets and investigate the role of emerging technologies such as artificial intelligence.