The Impact of Digital Marketing Strategies on Consumer Purchasing Behavior: A Mixed-Methods Approach

Digital marketing has revolutionized consumer behavior, influencing purchasing decisions through social media, content marketing, and online advertising. This study examines how digital marketing strategies, particularly social media advertising and influencer marketing, affect consumer decision-making. Using a mixed-methods approach, we analyze survey responses and conduct in-depth interviews to explore consumer perceptions and behaviors. Findings suggest that digital marketing significantly impacts purchase decisions by enhancing brand awareness, trust, and engagement. Furthermore, personalized content and targeted advertisements increase consumer interaction, leading to higher conversion rates. The study contributes to marketing literature by highlighting key digital strategies that drive consumer engagement and purchase behavior. Implications for businesses include adopting data-driven marketing strategies and leveraging influencers to enhance consumer trust.