The Impact of Digital Marketing Strategies on Consumer Purchase Behavior: A Comprehensive Analysis
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Abstract
Digital marketing has revolutionized consumer behavior by influencing purchasing decisions through various online platforms. This research examines the effectiveness of digital marketing strategies such as content marketing, social media marketing, email marketing, and search engine optimization (SEO) in shaping consumer buying habits. By analyzing secondary data and conducting a mixed-method study that includes surveys and interviews, this paper highlights the key drivers behind online purchasing decisions and the challenges marketers face in an evolving digital landscape. Additionally, the study explores the role of artificial intelligence (AI), big data analytics, and machine learning in modern marketing, offering insights into how these technologies enhance customer targeting and engagement.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
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