The influence of digital marketing and social media marketing on consumer buying behavior

Digital marketing and social media marketing play an essential role in shaping consumer buying behaviour. The spread of technology has created new opportunities for consumer-business interactions across various digital platforms such as social media networks, e-commerce websites, and mobile applications. These platforms provide consumers with access to product information, reviews and price comparisons that influence their purchasing decisions. This article aims to explore the relationship between digital marketing, social media marketing and consumers' online purchasing behaviour. The research will examine how marketing activities in digital and social media such as product reviews, social media advertising, e-mail marketing and influencer marketing affect consumer behaviour and purchasing decisions. It will also examine how social media networks influence the effectiveness of digital marketing strategies and how consumers interact with social media advertising. Results from this study will provide insights into the use and effectiveness of digital and social media marketing strategies. It will help companies better understand consumer behaviour in the digital age and inform their online marketing efforts to increase sales and profitability. The study will also contribute to the literature on consumer online purchasing behaviour and increase knowledge of the impact of digital marketing and social media marketing on consumer decision-making.