A Study on the Influence of Digital Marketing on Consumer behavior

In today’s digital era, consumer behaviour is undergoing a rapid transformation due to the widespread use of digital marketing platforms. With constant exposure to online advertisements, influencer campaigns, social media promotions, and e-commerce offers, customers are no longer passive buyers but active decision-makers. This study investigates how digital marketing tools influence consumer preferences, trust, and purchase decisions. Using responses from 150 participants across different demographic groups, the research applies statistical methods such as Correlation, Chi-Square, and one-way Annova analysis to examine relationships between digital strategies and consumer behaviour. The results highlight that social media platforms hold the greatest impact on customer decision-making compared to other digital tools. Furthermore, demographic factors such as age, income, employment status and education significantly affect how consumers respond to online promotions. The findings establish that digital marketing is not just an optional tool but a powerful driver of modern consumer behaviour, especially among younger, educated, and middle-income groups.