Terry Adam

ABSTRACT

The rapid expansion of digital technologies has transformed the way organizations engage with consumers and influence purchasing decisions. Businesses increasingly rely on digital marketing strategies to establish customer relationships, improve brand visibility, and strengthen competitive positioning across diverse markets. The integration of social media platforms, search engine optimization, content marketing, email campaigns, mobile applications, and personalized advertising has created new opportunities for organizations to understand consumer preferences and respond to evolving market demands. This study examines the influence of digital marketing practices on consumer buying behaviour by integrating concepts from consumer decision-making, relationship marketing, and technology adoption. The research adopts a quantitative research design using structured survey responses collected from consumers who regularly interact with digital marketing platforms. Statistical analyses are employed to examine the relationships between digital marketing dimensions, customer engagement, trust.