INTERNATIONAL JOURNAL FOR INNOVATIVE RESEARCH IN MULTIDISCIPLINARY FIELD

Abstract: India is the world's second biggest web user base. Online trading has given rise to e-tailing and revolutionized the conventional way of purchasing and selling goods and services. Online business is the fastest growing e-commerce industry. This study mainly focuses on the impact of digital marketing on consumer perception towards digital marketing. Though, in this study two other important dimensions have been studied - factors influencing consumer buying behaviour, factors influencing online shopping. The study concludes that digital marketing is an influential tool in shaping consumer behavior, but its success is contingent on trust, transparency, and strategic personalization. While digital marketing strategies such as social media advertising, SEO, and re-targeting enhance brand visibility and engagement, their effectiveness in driving purchases depends on factors such as perceived authenticity, clear communication, and regulatory support. Younger consumers are highly responsive to social media-based strategies, while older consumers rely more on search engine results and email marketing.