A Review on The Impact of Digital Marketing on Consumer Behaviour

Abstract

The global digital marketing industry is expanding at an annual rate of approximately 22%. This growth highlights the influence of societal changes and evolving consumer behaviour on the rapid rise of online retail and digital marketing. Intense market competition and technological innovation have driven a shift from traditional marketing methods to modern digital strategies. The increasing adoption of digital marketing has transformed how businesses promote products and services, as well as how consumers interact with brands. This review paper examines the impact of digital marketing on consumer behaviour through an extensive analysis of existing literature. It begins with an overview of digital marketing and its significance, followed by research objectives and methodology. The literature review evaluates recent studies, exploring multiple facets of digital marketing and its effects on consumer behaviour. Findings indicate that digital marketing significantly influences decision-making, brand loyalty, trust, and purchase intentions. The paper concludes by discussing the implications for businesses, emphasizing the importance of leveraging digital marketing to effectively engage with target audiences.