Title: A Study on the Impact of Digital Marketing and Social Media on Consumer Buying Behaviour and Purchase Intention
Author: Umar Shaikh
Roll No: 0225102
A Study on Consumers’ Preferences and Buying Behaviour Using Digital Marketing
As per this research we have used the data for 110 responses through online questionnaire to see what is the impact of digital marketing on consumer preference and buying behaviour. Surprisingly we find out from this research that purchase decision is significantly influenced by digital marketing.
This shows that in recent time people seems to be more inclined toward online shopping because It’s provided multiple benefits such as flexible payment option and doorstep delivery because of this consumer are satisfied with online service. Along with this they also have social media and online promotion because of this they special offer and discounts which play an important role in motivating customer to purchase the product online.
This research conclude that consumer is positively affected by digital marketing by providing benefits such as easy access, variety and time-saving benefits, all this benefit leads to retention of customer and higher customer satisfactions.
The Role of Digital Marketing Strategies in Enhancing Retail Performance
This research shows how the digital marketing strategies and emerging technologies impacted retail performance. This research collected data using by statistical techniques such as correlation, regression and ANOVA to test the relationships, 219 data have been collected in form of respondents.
As the data suggested that there is a weak and insignificant direct impact on retail sales performance and data also suggested that emerging technologies like AI and big data also show weak direct relationship with digital marketing strategies.
However mediating important role is customer engagement and trust and its also highlighted by the research. As sales performances depends on product quality, pricing and customer service together they named as other factor because of digital marketing improve brand visibility, customer interaction and operational efficiency.
To conclude this research we suggest that retail should adopt integrated and multi-program digital strategy, combining marketing tools with strong core business practices to achieve sustainable retail success.
Evaluating the Effects of Digital Marketing Communication on Consumer Behaviour and E-Commerce Performance
This study shows how consumer behaviour and growth of e-commerce in Indonesia impacted by digital marketing communication. Rapid increase/expansion in digital economy which shows the result into increasing attract and influence consumer. Data is collected of 200 respondents from shop online and it was analysis by partial least squares (PLS) technique.
The finding suggested that digital marketing communication has a positive effect on consumer behaviour by increasing interest, awareness and purchase decision. Consumer behaviour also strong positive impact on e-commerce growth and directly contributed to improvement of e-commerce and also shows that changes to digital purchasing habit was a success.
The study concludes that to increase consumer engagement, satisfaction and long-term e-commerce development was actually because of effective, interactive and targeted digital market strategies
Curvy Digital Marketing Designs – Virtual Elements with Rounded Shapes Enhance Online Click-Through Rates
As study examines that how the shape of digital elements shows how online advertising continues to grow worldwide, which also understand small design changes and also results into helping improve their results. It’s also a click away on website to only advertisement world.
To get better understanding of the research, researcher conducted the 16 different types of experiments which includes real-life field, lab experiments, and eye-tracking research. The results we get shows us that it’s rounded (curved) shape receives more click than sharp, pointed sharp.
The reason behind this curved shape looks attractive, friendly and safe to people. Because of positive feeling, users are more comfortable they click by own willingness. On the other hands, sharp angle feels like harsh and aggressive in nature which is the reason doesn’t choice them.
As studies also mentioned that on curved buttons people usually spend more time and they focused on them longer and even look at them many times, which will increase the changes of clicking.
It also shows that message get positive action response on particular words like “Buy Now,” “Sign Up,” or “Join Today” this are the positive worlds on the other hand it shows that people don’t click on negative words.
To conclude this business can improve their online engagement and increase click rate by more rounded shapes curved.
To Analysis the Mediating Role of Digital Marketing on Customer Engagement and Purchase Intention
The study explain how digital marketing connects customer engagement with purchase intention.
Customer engagement means how customer are involved and interested brands through multiple activity such as browsing, interacting on social media or checking product detail. Now let’s understand what is purchase intension which is what are the chance of customer to buy the product and final things to understand which is digital marketing which includes many factors such as website design, pricing offer, innovation, etc.
As data is collected from 400 women using a questionnaire and analysis the data using statistical techniques. Results suggest that
· Higher customer engagement increase purchase intention
· Customer engagement can be improve by strong digital marketing
· Purchase intention can be directly increase by digital marketing
· Digital marketing acts as a bridge, helping customer Interest into actual buying decision
Conclusion: Businesses should create secure, attractive, and customer-focused digital marketing strategies to successfully turn engagement into real sales.
A Study on Social Media Marketing and Purchase Intention: A Self-Congruence Theory Perspective
This study explain how social media marketing affected customer decision in Indonesia’s reselling business.
This also explain one theory which is self-congruence theory, which means customer buys that product which connect or matches their personality, value and self-image.
From the study we collected 138 reselling business owner response and on analysing those response we get:
· Social media marketing directly increase purchase intention
· They also increase customer engagement and perceived value
· But engagement and perceived value alone cannot increase purchase intention
· Then only party helps in connecting social media marketing to buying decision
To conclude this social media marketing performs best when matches customer value, self-image and interaction with them.
Social Media Marketing and Consumer Trust – Examining the Role of Authenticity in Digital Brand Communication
This study explains how honest and real on social media could help brand to builds and gain customer trust.
Nowadays people watch many online ads and trust is very important. The study suggests that being honest, genuine, transparent, consistent and sincere is must in communication.
So the data collected from social media and understand three main things such as:
· Message should be authenticity which means it should be honest and clear.
· Interaction authenticity which means genuine replies and engagement with customers
· Value consistency which can help brand to makes actions to fulfil their promises
This three increasw consumer trust and build genuine interaction with customers.
To conclude the studies brand should be honest with communication, being real and be consistent on values.
Application of Social Media Marketing on Medical Tourism in India with Reference to Pune City
This study makes us understand that social media marketing (SMM) helps to promote medical tourism in Pune
International patients get attracted by social media marketing by platform such as Facebook, youtube and instagram and they also do testimonials, hospital video, advertisement and online interaction to build trust and create awareness.
Study found that social media marketing improved Pune global image and credibility. People also get influenced by patient review and online communication and they influence people decision to choose pune for medical treatment.
However finally everything is dependent on hospital quality, accreditation and reputation.
To conclude this social media plays important role in attracting medical tourist but it works best when supported by high-quality health care services.
Retailer Differentiation in Social Media – Firm-Generated Content on Twitter
This study shows us how retail companies compete with each other through social media marketing. Research analysis that tweets from 1999 U.S. retail firm and found that companies do not copy their competitors content but instead they try to post different and unique to stand out from them.
The study also found that you will receive more likes and retweet and followers if you share unique and creative post. Post that can focus on encouraging customer participation and building community such as campaign, perform better than simple informational post!
To conclude this social media marketing is being creative and different from competitors and helps the brand to get higher engagement and better results
Consumer Behaviour in Online Banking – The Role of Social Media Marketing
This study examined how consumer behaviour in online Banking influenced or impacted by the social media marketing among commercial bank customer in Vietnam. This research was written after collecting the data of 850 online banking used and then analysis the data using SPSS through reliability testing, factor analysis and regression analysis.
After performing such test we get five factors which is interactivity, informativeness, reliability, entertainment and personalization which positively affect online banking behaviour.
To conclude this bank should focus on to do better in those five factors mentioned before and use the social media content to increase customer engagement and promote online banking usage.
A Study on the Impact of Digital Marketing and Social Media on Consumer Buying Behaviour and Purchase Intention
This study combines findings from ten research articles to examine how digital and social media marketing influence consumer buying behaviour. The results show that digital marketing increases awareness, convenience, and satisfaction, encouraging consumers to shop online.
However, its real impact occurs through customer engagement and trust. Interactive, personalized, and authentic content strengthens consumer involvement, which then leads to higher purchase intention. Creative strategies, unique social media content, and even effective design elements further enhance engagement and click-through rates.
Across industries such as retail, e-commerce, banking, and medical tourism, digital marketing positively influences buying decisions when supported by strong product quality and service. Overall, engagement and trust act as the key link between digital marketing efforts and actual purchase behaviour.