📄 Abstract
Online marketing channels have radically altered the way organisations build relationships with buyers, changed how prospective customers discover offerings, and reconfigured the path through which purchase choices are eventually made. The present study investigates these shifts through a dual lens: a primary questionnaire survey administered to 120 respondents drawn from urban and peri-urban areas of Rajasthan, and a synthesis of relevant secondary literature. Seven channels were assessed social networking platforms, search engine optimisation, content creation, electronic mail campaigns, key opinion leader (influencer) marketing, display advertising, and mobile-based promotions with attention paid to their role at each of the five recognised stages of buyer decision-making. Results indicate that social networking advertisements and peer-generated product evaluations constitute the most decisive digital contact points, substantially shaping brand impressions and readiness to purchase. Across all decision stages, the information-gathering phase attracted the highest mean influence rating (4.31 on a five-point scale), while engagement after the sale proved to be the least developed area (mean 3.87). Three hypotheses were statistically validated: digital marketing positively and significantly drives purchase decisions (t = 8.94, p < .001); social media outperforms rival channels in behavioural influence (F = 9.27, p < .001); and generational cohorts respond differently to distinct digital channels (?² = 34.62, p = .011). Actionable guidance for marketers operating within India's rapidly expanding digital economy is presented in the concluding section.
🏷️ Keywords
📚 How to Cite:
Sachin Kumar Choudhary, Dr. Deepika Taparia , DIGITAL MARKETING AND ITS IMPACT ON CONSUMER BEHAVIOUR , Volume 11 , Issue 5, May 2026, EPRA International Journal of Research & Development (IJRD) ,