Impact of Digital Marketing on Consumer Buying Behaviour

Digital marketing has transformed the way businesses communicate with consumers and influence their purchasing decisions. With the rapid growth of the internet, social media platforms, search engines, and mobile technologies, consumers are increasingly exp osed to digital marketing strategies such as online advertisements, social media promotions, email marketing, and influencer marketing. This research paper aims to study the impact of digital marketing on consumer buying behaviour. The paper highlights how digital marketing tools affect consumer awareness, perception, preference, and final purchase decisions. It also examines the advantages of digital marketing over traditional marketing methods. The study is based on secondary data collected from journals, books, research articles, and online sources. The findings reveal that digital marketing plays a significant role in shaping consumer behaviour by providing easy access to information, personalized content, and interactive communication. The paper conclud es that digital marketing has become an essential element for businesses to attract and retain customers in the competitive market environment.