An Investigation on the Consumers' Conduct in the Modern Digital Era and it's Implications for Marketing Management: A Global Perspective

Abstract The research being conducted looks into how customer behavior is changing in the digital era and how marketing management methods are affected globally. The study uses a cross-sectional methodology to collect data from 200 different participants using a purposive sample strategy. The study's goals are to classify global trends in consumer behavior and evaluate the influence of modern digital-era behavior on marketing strategies. The robustness of the measurement items is confirmed by reliability analysis, and participant characterization is improved by demographic analysis. ANOVA and regression analysis offer a thorough grasp of the correlations and significance, confirming that customer behavior in the digital age has a positive and highly significant influence on marketing management tactics. All things considered; this research offers insights that are vital for companies navigating the challenges of the contemporary digital era.