Published Paper Details:

In the digital age, the evolution of marketing strategies has significantly influenced consumer behaviour, fostering a phenomenon known as `a cycle of continuous and often impulsive online purchasing`. The present study explores the factors contributing to spiral consumption among IT professionals in Infopark, Kochi, Kerala, with a specific focus on the influence of digital marketing. Based on the data collected from 63 IT professionals through purposive sampling, the research employs Exploratory Factor Analysis, Correlation Analysis, and Multiple Regression to identify and analyse psychological, technological, economic, social, and personal factors impacting spiral consumption. The findings reveal a significant correlation between spiral consumption and continuous consumption cycles, with digital marketing elements such as personalised ads, social media influence, and convenience playing key roles. The study points the need for ethical digital marketing practices and enhanced consumer awareness to mitigate the financial and psychological risks associated with uncontrolled online consumption.