International Journal of Business Management & Research - Volumes & Issues - Volume 15: June 2025, Issue 1

Impact Of Digital Marketing On Consumer Buying Decision – A Review Of Literature.

  • Published: July 2025
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Authors

Ayush G K and Dr. Jagadeesh B

DOI Number

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Keywords

Digital Marketing, Consumer Buying Decision, Social Media Marketing, Search Engine Marketing, Email Marketing, Retargeting, Electronic Word of Mouth (eWOM).

Abstract

Digital marketing has become a powerful force in shaping consumer buying decisions, influencing every stage of the decision-making process from initial awareness to post-purchase behaviour. This review of literature reveals the significant impact of various digital marketing channels on how consumers gather information, evaluate alternatives, and make purchasing choices. Key factors such as personalization, social proof, and user experience enhance the effectiveness of digital marketing strategies, driving consumer engagement and increasing sales.

References

  • Figueiredo, N., Ferreira, B., Abrantes, J., & Martinez, L. (2025). The Role of Digital Marketing in Online Shopping: A Bibliometric Analysis for Decoding Consumer Behavior, Journal of Theoretical and Applied Electronic Commerce Research. https://doi.org/3390/jtaer20010025
  • Samundeeswari, S., & Gokulavani, M. (2025). Impact of Digital Marketing on Consumer Buying Behaviour, International Journal of Emerging Knowledge Studies . https://doi.org/10.70333/ijeks-04-01-s-005
  • Antczak, B. (2024). Influence of Digital Marketing and Social Media Marketing on Consumer Buying Behavior, Journal of Modern Science. https://doi.org/10.13166/ jms/189429
  • Iqbal, A., Khan, S., Abbasi, M., Ismail, F., & Khan, J. (2024). The Digital Echo: The Influence of Digital Marketing Channels on Brand Awareness and Consumer Purchase Decisions, Research Journal for Societal Issues.
  • Nayak, P., & P, R. (2024). A Study On The Impact Of Digital Marketing On Consumer Buying Behaviour, International Journal For Multidisciplinary Research. https://doi.org/10.36948/ijfmr.2024.v06i04.26558
  • Pandey, P., Kumari, M., Ganie, J., & Student, Y. (2024). Impact of Digital Marketing on Consumer Purchasing Behaviour, International Journal for Multidimensional Research Perspectives. https://doi.org/10.61877/v 214.127
  • Aslinda, N., Seman, A., Segar, V. (2023). The Impact of Digital Marketing Channels on Consumer Buying Decision, Journal of International Business, Economics and Entrepreneurship. https://doi.org/10.24191/v8i1.23145
  • Jeyakumar, J., & Saravanan, P. (2023). Impact of Digital Marketing on Consumer Buying Behaviour, International Journal of Scientific Research in Engineer ing and Management. https://doi.org/10.55041/ij srem18894
  • Kaur, K. (2023). The Influence of Digital and Social Media Marketing on Consumer Behaviour. Agora Int ernational Journal of Economical Sciences. https:// doi. org/10.15837/aijes.v17i1.5760
  • Kurdi, B., Alshurideh, M., Akour, I., Alzoubi, H., Obeidat, B., & AlHamad, A. (2022). The role of digital marketing channels on consumer buying decisions through eWOM in the Jordanian markets, International Journal of Data and Network Science. https://doi.org/ 10.5267/j.ijdns.2022.7.002

How to cite

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Journal

International Journal of Business Management & Research

ISSN

2249-2143

Periodicity

Bi-Annually

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