How Digital Marketing Affects Consumer Choice

How Digital Marketing Affects Consumer Choice

Author Name : Sarita Rani, Pawan Verma

ABSTRACT The digital age has revolutionized not only how businesses operate but also how consumers make choices. Digital marketing, encompassing various online strategies, has become an influential force in shaping consumer behaviour and ultimately, their purchasing decisions. This research paper explores the multifaceted ways in which digital marketing impacts consumer choice, analysing the key strategies employed and their effectiveness in influencing the consumer decision-making journey. The rise of digital marketing has fundamentally altered how businesses interact with their target audience and, consequently, how consumers make purchasing decisions. It delves into how digital platforms empower consumers with information access, allowing them to research and compare options seamlessly.