A STUDY ON IMPACT OF DIGITAL MARKETING ON CONSUMER TRUST AND ENGAGEMENT IN THE ONLINE RETAIL SECTOR

Digital marketing's rising popularity has completely changed how companies advertise their goods and services. Businesses now have a different understanding of consumer behavior and how consumers engage with brands thanks to digital marketing. Through a thorough analysis of the literature, this review paper seeks to investigate how digital marketing affects consumer behavior. The research objectives and methodology are presented after an introduction to digital marketing and its importance. Recent studies that address different facets of digital marketing and its influence on consumer behavior are analyzed in the literature review. Digital marketing significantly affects consumer behavior, including decision-making, brand loyalty, trust, and purchase intentions, according to the analysis. The paper's conclusion discusses the implications of these findings for businesses, emphasizing how important it is for them to comprehend and use digital marketing to better connect with their target audience.Using digital platforms and technologies to advertise goods and services is known as digital marketing. It has completely changed how companies communicate with their target market and is now a crucial part of marketing plans. Search engine optimization, content marketing, email marketing, social media marketing, and paid advertising are all included in the category of digital marketing. Using social media platforms to advertise goods and services is known as social media marketing.