STUDY ON INFLUENCE OF DIGITAL MARKETING ON CUSTOMER PURCHASE BEHAVIOUR

In the modern business landscape, digital marketing has emerged as a crucial tool for influencing customer purchase behavior. This study examines the impact of various digital marketing channels—such as social media marketing, search engine optimization, email campaigns, and online advertisements—on consumer decision-making processes. The research aims to identify how factors like online engagement, personalized content, digital trust, and brand visibility affect customers’ awareness, interest, and purchasing intentions. Using a combination of quantitative surveys and qualitative interviews, the study explores the relationship between digital marketing strategies and consumer responses across different demographic groups. The findings indicate that effective digital marketing not only enhances brand recognition but also significantly shapes purchase decisions through targeted communication and interactive platforms. The study concludes that businesses adopting data-driven digital marketing approaches can achieve stronger customer relationships and improved sales performance.