Exploring the Consumer Behaviour Effect on Digital Marketing Channels

With consumer behavior serving as the dependent variable and social media, email, influencer, and content marketing serving as the independent variables, the primary objective of this study is to investigate how various digital marketing strategies influence consumer behavior. In this study, regression analysis is used to determine the significance of the aforementioned independent variables that influence a consumer's perspective on making a purchase. The outcome demonstrates that every digital marketing strategy plays a significant role in influencing consumer behavior. Email marketing helps with direct communication and personalized shopping experiences, while social media marketing raises brand awareness and engagement. Consumer confidence and credibility are raised through influencer marketing. Content marketing contributes by furnishing consumers with useful information that facilitate decision making. A strong correlation between consumer behaviour and digital marketing initiatives is suggested by regression model which shows that the combined effect on various digital marketing methods is statistically significant.