HOW DIGITAL PLATFORMS SHAPE CONSUMER DECISIONS AND PURCHASE BEHAVIOUR: AN EMPIRICAL STUDY IN AN EMERGING MARKET

Digital platforms are now a part of how people live. They are changing how people make choices and act. This study wants to look at how digital platforms affect what people buy and how they behave in markets that are growing. The main traits of platforms that influence what people like and how they buy will be studied. Specifically, the study will look at things like ads that target people, systems that suggest products, people on media who influence others reviews online and ways to pay online. The effect of these traits on the people being studied will be found out. The study will use a mix of methods by combining numbers and stories to look at how people behave and see how different things affect the results. Special focus will be put on how things like being able to afford things knowing how to use tools and culture play a part. It is expected that digital platforms will change what people like give chances to buy and make shopping easier. The results could help people understand how digital platforms affect what people buy in growing markets. Also, the results could help businesses create relationships, with customers and do more lasting business. Finally, the results could help those making rules and other important people know about the adverse things that digital platforms bring to growing markets.