EXPLORING THE CONSUMER BEHAVIOUR EFFECT ON DIGITAL MARKETING CHANNELS

Abstract

The main goal of this study is to investigate how various digital marketing approaches affect consumer behaviour, with consumer behaviour as the dependent variable and social media, email, influencer and content marketing as the independent variables. Regression analysis is used in this study to determine the importance of above-mentioned independent variables impacting the view of purchasing decision of consumer. The outcome shows that every form of digital marketing is important in influencing consumer behaviour. Social media marketing enhances brand awareness and engagement, while email marketing helps with direct communication and customized shopping experiences. Influencer marketing increases consumer trust and credibility. Content marketing contributes by furnishing consumers with useful information that facilitate decision making. A strong correlation between consumer behaviour and digital marketing initiatives is suggested by regression model which shows that the combined effect on various digital marketing methods is statistically significant.