Impact of Digital Marketing on Consumer Behavior

Penn Foster High School, 925 Oak Street, Scranton, PA 18515, United States

^* Corresponding author: ljq20070208@ldy.edu.rs

Abstract

In the current digital landscape, digital marketing has emerged as a powerful force, gaining prominence due to its convenience and its ability to reach a diverse and expansive audience. Often synonymous with social media marketing, it has become a cornerstone in shaping consumer purchasing behavior. Social media empowers consumers, who play an important role in promoting brands. By understanding consumers’ use of social media, marketers understand their intentions and decision-making process based on what is displayed on social media. This paper aims to delve into the nuances of digital marketing and its profound implications on consumer purchasing behavior. It will examine how digital marketing strategies are crafted to resonate with consumers, influence their preferences, and ultimately drive sales. Further study on how consumers’ reviews impact other consumers purchasing decisions will be involved, which provides a direct approach for corporations to attract consumers. Also, the impacts of digital marketing on fostering competition between different corporations will be analyzed further. By exploring the various tactics and platforms used in digital marketing, the paper will shed light on the dynamic relationship between marketing efforts and consumer decision-making in today’s digital-first world.