Abstract
The rapid growth of digital marketing has profoundly influenced consumer behaviour, especially in terms of purchasing decisions. This study explores the impact of various digital marketing channels such as social media, search engines and email marketing, on consumer buying behaviour. Additionally, it investigates how targeted digital campaigns and personalized advertising shape consumer perceptions and preferences, ultimately influencing their purchase intentions. The findings suggest that digital marketing has significantly altered the traditional consumer decision-making process with personalised ads and social media engagement emerging as key drivers. This research highlights the importance of understanding these dynamics for businesses aiming to optimise their digital strategies. This study emphasises the role of personalization in fostering stronger consumer-brand relationships, and offers recommendations for marketers to improve their digital marketing practices.
Keywords: Digital Marketing, Consumer Behaviour, Social Media Marketing, Search Engine Marketing (SEM), E-mail Marketing.
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