DIGITAL MARKETING EFFECT ON URBAN INDIAN CONSUMERS: BUYING PATTERNS FOR ELECTRONIC PRODUCTS IN THE DIGITAL ERA

Abstract

The rapid advancement of internet-connected technologies has transformed traditional marketing approaches, giving rise to digital marketing as a dominant channel for consumer engagement. Digital marketing facilitates interaction between marketers and consumers through various virtual platforms, including search engine marketing, affiliate marketing, content marketing, and more. Rather than focusing solely on direct selling, these platforms aim to engage customers through informative and solution-oriented content that ultimately influences purchasing decisions. This study explores the impact of key digital marketing components on consumer buying behavior, specifically in the context of electronic products. Employing a descriptive research design, data were collected from a judgment-based sample of 500 respondents using a structured questionnaire. The collected data were analyzed using factor analysis and regression techniques to identify significant influencers. The findings reveal that five out of six digital marketing constructs have a statistically significant impact on consumer purchase behavior. These insights provide valuable implications for marketers aiming to refine their digital strategies to effectively influence buying decisions in the electronics sector.