IMPACT OF ONLINE MARKETING ON CONSUMER BUYING BEHAVIOUR

Abstract

This study investigates the complex dynamics of online marketing, delving into its methods and their impact on consumer behavior. It aims to comprehend various online marketing approaches, ranking them based on consumer preferences, while also analyzing their dual influence on consumer buying behavior. Findings reveal a spectrum of methods with mobile marketing leading at 29%, followed by websites (21%) and social media (17%). Meanwhile, product reviews, product variety, and global market access emerge as primary influencers, contrasting with concerns about security, product quality, and psychological pressures. The study underscores the need for a strategic balance in leveraging positive influences and addressing consumer concerns to foster trust and loyalty. Strategies highlighted include cybersecurity, product quality, transparency, and consumer education. Ultimately, this study emphasizes the nuanced nature of consumer attitudes towards online marketing and the necessity for a consumer-centric approach to drive positive buying behavior in this dynamic landscape.

Keywords:  Impact, Online Marketing, Consumer Buying Behaviour