EXPLORING THE IMPACT OF DIGITAL MARKETING ON CONSUMERS' PURCHASE DECISIONS AND LIFE SATISFACTION IN THE LUXURY BRAND SECTOR

In today’s rapidly evolving digital landscape, luxury brands are increasingly relying on digital marketing strategies to maintain relevance, exclusivity, and emotional connection with consumers. This study explores the impact of digital marketing on consumer purchase decisions and life satisfaction in the luxury brand sector, with special reference to Indore City a rising tier-II market in India. With a sample of 120 respondents, the research employed a structured questionnaire to gather data on digital engagement, brand perception, and emotional outcomes related to luxury purchases. Descriptive statistics were used to profile consumer demographics and digital behavior, while inferential tools like the Chi-square test, one-sample t-test, and Pearson correlation analysis were applied to examine key relationships. The findings revealed that frequent interaction with digital marketing content, such as influencer promotions, online reviews, and targeted advertisements, significantly influenced consumer purchase decisions. Consumers who engaged more with luxury brands online reported stronger brand perception and trust. Moreover, the study found a strong and positive correlation between digitally driven luxury brand experiences and consumers’ life satisfaction. Emotional values such as personal fulfillment, happiness, and perceived social recognition were closely linked to luxury consumption encouraged by digital marketing strategies. The research highlights how digital marketing has evolved beyond a promotional tool to become a means of creating aspirational value and psychological satisfaction. The insights are particularly relevant for marketers aiming to expand luxury consumption in emerging urban markets like Indore.