Year: 2023 | Month: December | Volume 11 | Issue 2

The Impact of Digital Marketing on Consumer Behavior: A Comprehensive Review

Purnendu Basu and Manas Naskar
DOI:10.30954/2322-0465.2.2023.2

Abstract:

The increasing popularity of digital marketing has revolutionized the way businesses promote their products and services. Digital marketing has changed the way consumers interact with brands and the way businesses understand consumer behavior. This review paper aims to explore the impact of digital marketing on consumer behavior through a comprehensive review of the literature. The paper begins with an introduction to digital marketing and its significance, followed by the research objectives and
methodology. The literature review includes an analysis of recent studies, discussing various aspects of digital marketing and its impact on consumer behavior. The analysis reveals that digital marketing has a significant impact on consumer behavior, including the decision-making process, brand loyalty, trust, and purchase intentions. The paper concludes with a discussion of the implications of these findings for businesses, highlighting the need for businesses to understand and leverage the power of digital marketing to better engage with their target audience.



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