Published Paper Details:

Digital marketing has revolutionized the way businesses interact with consumers, particularly among younger, tech-savvy demographics such as college students. This study aims to investigate the impact of digital marketing on the consumer buying behaviour of college students in Kerala. The specific objectives include examining the influence of social media platforms on purchase decisions, assessing the role of online advertisements in shaping brand preference, analyzing the relationship between digital marketing strategies and customer loyalty, and evaluating consumer trust and satisfaction in online purchases. Using a structured questionnaire, primary data will be collected from students across various colleges in Kerala. The data will be analyzed using statistical tools such as correlation and regression analysis to test the hypotheses, including the null hypothesis (H?) that there is no significant relationship between digital marketing strategies and consumer buying behaviour, and the alternative hypothesis (H?) that social media marketing has a significant positive impact on purchase decisions. The findings are expected to provide valuable insights for marketers and educational institutions on leveraging digital channels effectively to engage with student consumers, enhance brand loyalty, and drive informed purchasing behaviour.