A STUDY ON IMPACT OF DIGITAL MARKETING AND SOCIAL MEDIA ON PURCHASING DECISION OF CONSUMERS

Abstract

Digital marketing can be defined as the process of promoting of brands using digital distribution channels comprising internet, mobile and other interactive channels. Customers have become researches through convenient access to the internet; users are now much more educated and motivated. Marketing paradigm has undergone a sea change over the past decade. In recent years, Marketers seen a drastically change in the digital marketing growth due to the economic shifts, which in turn leads to change in consumer buying behaviour. The internet has a profound impact on various industries but very few industries have witnessed a metamorphosis like marketing. The changing preference of the consumer present day affects the buying pattern because they mostly follow the rhythm of fashion and taste according to the changing time. It is very important to know the psychology of the consumers in the dynamic environment. Ever changing buying behaviour of the consumers in the digitalized world should be understood properly to make the business sustainable. In this research, we sought to analyze how digital marketing and social media influences the purchase decision of consumers.