IMPACT OF DIGITAL MARKETING ON CONSUMER BUYING BEHAVIOR IN THE DAIRY INDUSTRY

The study examines how digital marketing strategies impact consumer preferences for dairy products, with a focus on how social media, influencer marketing, and content marketing impact consumer behavior. As traditional marketing increasingly gives place to digital marketing, dairy brands successfully engage with consumers through online platforms. This study evaluates the role that influencer endorsements, social media ads, email marketing, and search engine ads have in fostering consumer trust. Using a quantitative survey approach, consumer responses to digital advertisements were investigated, with particular attention paid to features including visual appeal, personalization, and verified certifications. According to research, Instagram and YouTube are the most successful platforms, and consumer engagement is significantly boosted by health-focused messaging. According to research, Instagram and YouTube are the most successful platforms, and consumer engagement is significantly boosted by health-focused messaging. Conversion rates are still moderate despite rising levels of digital interaction, highlighting the need for more effective call-to-action tactics. Dairy products that are organic, antibiotic-free, and sustainable are preferred by consumers, and transparency and validated certifications are crucial factors to take into account when making purchases. Digital engagement and actual sales had a moderately good association (r = 0.4307), according to the research, suggesting that although digital marketing affects consumer interest, conversion requires extra strategies. Future recommendations include using AI-driven personalization, enhancing social media interaction, and including seamless purchasing experiences to boost the effectiveness of digital marketing in the dairy industry