THE EVOLVING INFLUENCE OF DIGITAL MARKETING ON CONSUMER BEHAVIOR

AUTHOR – RAMACHANDHIRAN R* & DR. MARUTHAVIJAYAN S (M.A., B. L., M.B.A., (PH.D.,)**

* STUDENT AT SCHOOL OF EXCELLENCE IN LAW, THE TAMIL NADU DR. AMBEDKAR LAW UNIVERSITY

** ASSISTANT PROFESSOR AT THE TAMIL NADU DR. AMBEDKAR LAW UNIVERSITY. EMAIL: MARUDHU.LAWYER@GMAIL.COM

BEST CITATION -RAMACHANDHIRAN R & DR. MARUTHAVIJAYAN S, THE EVOLVING INFLUENCE OF DIGITAL MARKETING ON CONSUMER BEHAVIOR, INDIAN JOURNAL OF LEGAL REVIEW (IJLR), 5 (6) OF 2025, PG. 787-793, APIS – 3920 – 0001 & ISSN – 2583-2344

ABSTRACT

This study examines the profound and multifaceted impact of digital marketing on contemporary consumer behavior. As digital technologies permeate daily life, marketing strategies have undergone a significant transformation, leveraging online platforms, data analytics, and interactive content to engage consumers. This research delves into how various digital marketing tactics, including social media marketing, search engine optimization, content marketing, email marketing, and personalized advertising, shape consumer awareness, information search, evaluation of alternatives, purchase decisions, and post-purchase behavior. Moving beyond traditional marketing paradigms, this analysis explores the unique ways in which digital channels influence consumer attitudes, preferences, and brand loyalty. Furthermore, it investigates the role of factors such as online reviews, influencer marketing, and user-generated content in shaping consumer perceptions and choices. By synthesizing existing literature and considering the dynamic nature of the digital landscape, this study aims to provide a comprehensive understanding of the evolving relationship between digital marketing and consumer behavior, highlighting key implications for businesses seeking to effectively connect with and influence their target audiences in the digital age.