Published Paper Details:

The research examines how digital marketing affects consumer buying behavior in Tirupur City. Businesses are using more and more online platforms like social media, search engines, and email campaigns to connect with consumers in the fast growth of digital technology. The study seeks to clarify how consumer knowledge, option, confidence, and buying behavior are impacted by digital marketing methods. Structured questionnaires gathered fresh data from 125 respondents using a convenience sampling technique. The research used simple percentage analysis, Likert scale, and chi-square analysis to appraise consumer behavior and attitudes. Driven by personalized content, product reviews, and social media engagement, the results show a strong link between consumers' tendency toward online buying and digital marketing initiatives. The study highlights the need of companies to change their digital marketing approach to match changing consumer expectations and hence to improve online interaction, trust and purchase conversion.