DIGITAL MARKETING STRATEGIES AND CONSUMER BEHAVIOR: A STUDY OF E-COMMERCE BRANDS IN INDIA

The identified project is directed at the following problem of finding the most commonly used digital marketing tools that are social media marketing, email campaigns, influencer marketing, mobile app notifications, and search engine optimization (SEO). It also looks at the effect of these strategies on consumer perception, purchase intention and purchase. The structured questionnaire to survey 150 on-line/shoppers in India was carried out via the random sampling approach. The data collected were analysed using descriptive statistics and hypothesis testing which involved ANOVA. The results show a terrific impact done by digital marketing in consumer behaviour. Social media marketing and influencer marketing proved to be the most convenient space in influencing the choice of the consumers. The consumer-responsive properties were the personalised content, interaction of brands in the online platform and the trust that was established using influencers. Such platforms as email marketing and app notifications, however, proved to be moderately influential, and it implies that the relevance and frequency of content is the secret of their effectiveness. The study will assist in understanding the psychology of online customers and also come up with useful principles which must be applied by online selling companies in order to come up with strong campaign online. One of the ways through which this can be attained by the businesses is through focussing on the methods that are increasingly becoming interesting to the consumers and this boosts the level of such engagements and the conversion rates and brand loyalty. This will be of critical results especially in a highly competitive market, as well as an internet enabled market like India