CONSUMER BUYING BEHAVIOUR TOWARDS DIGITAL MARKETING

Abstract

This study looks at how digital marketing influences consumer buying behaviour, 
focusing on online ads, social media promotions, and personalized campaigns. Digital 
platforms have changed the way people shop by giving quick access to product details, reviews, 
and interactive content. While digital marketing helps businesses reach more people at lower 
costs, it also faces problems like too much advertising, lack of trust, and high competition. The 
research, based on 150 respondents in Coimbatore, Tamil Nadu, using Chi-square test, mean 
ranking , and simple percentage analysis  examines how effective digital marketing is in 
consumer decisions and how satisfied consumers are with it. The results show that digital 
marketing strongly influences younger consumers and encourages purchases, but businesses 
must build trust to maintain loyalty.