A STUDY ON IMPACT OF DIGITAL MARKETING ON CONSUMER BEHAVIOUR

Digital marketing has transformed the way businesses interact with their target audiences in today’s hyper-connected world. This paper evaluates the scope and depth of this transformation by analyzing how strategies such as influencer endorsements, content marketing, personalized promotions, and social media campaigns affect consumers' buying behaviour. It highlights how consumers now depend on digital interfaces, peer opinions, and real-time feedback before making purchase decisions. Furthermore, the paper investigates emerging issues like ad fatigue, ethical concerns in data usage, and the psychological impact of continuous digital exposure. By drawing from existing secondary data sources, the study proposes a set of insights to guide marketers in crafting ethically responsible and effective digital strategies that align with modern consumer expectations.