Published Paper Details:

Today the entire world around us is transforming into a digital stage. Everything beginning from grocery to vegetable vendors to jewellers are now turning their traditional businesses on the digital platforms. Nowadays, digital marketing has greater scope to grow businesses in the future as customers are much happier with online purchases as they find digital marketing much safer than traditional marketing. Digital marketing has a significant impact on customer purchasing behaviour and choices. Even the purchase decisions of consumers like goods to be purchased or the quantity to be bought can be affected by this means of marketing. Digital channels like websites, blogs, and social media are now extremely crucial for growing a company's revenues and strengthening consumer and business relationships. This research study aims to analyse the impact of digital marketing on consumer purchasing and decision-making behaviour. It also studies the positive and negative impacts of digital marketing as means of communication by the firms and how it has transformed the business world around us. Additionally, this paper also includes a questionnaire-based survey and data analysis from secondary sources to measure the impact of digital marketing.