A STUDY ON IMPACT OF DIGITAL MARKETING ON CONSUMER BUYING BEHAVIOUR INNOVSOURCE SERVICES PVT LMT COMPANY

Authors:

Mr. Gopinath.M, Mrs.B.lakshmi

Mr. Gopinath.M, Student, Master of business administration & Panimalar Engineering College, Chennai – 600123

Mrs.B.Lakshmi, Professor, Master of business administration& Panimalar Engineering College, Chennai - 600123

Abstract

This study presents a comprehensive empirical investigation into the impact of digital marketing on consumer buying behavior, with particular reference to Innovsource Services Pvt. Lmt., within the context of an increasingly digitized marketplace. As digital ecosystems continue to reshape traditional consumption patterns, the research critically examines key dimensions of digital marketing—namely social media engagement, online advertising, personalization, and influencer marketing—and their influence on consumer decision-making processes. The study adopts a descriptive and analytical research design, utilizing primary data collected through a structured questionnaire administered to 200 respondents. Due to the non-normal distribution of the data, appropriate non-parametric statistical techniques, including the Mann–Whitney U test, Kruskal–Wallis H test, and Spearman’s rank correlation, were employed to ensure methodological rigor and validity of findings. The results indicate that digital marketing exerts a significant yet nuanced influence on consumer behavior, with a substantial proportion of respondents actively engaging with digital platforms and acknowledging the role of online advertisements in shaping purchase intentions. However, the predominance of neutral responses across several variables highlights a critical gap between exposure and persuasion, suggesting that mere digital presence does not necessarily translate into behavioral conversion. Furthermore, the absence of statistically significant differences across demographic variables such as age and educational qualification underscores the pervasive and homogeneous reach of digital marketing strategies across diverse consumer segments.

Keywords: Digital Marketing, Consumer Buying Behavior, Social Media Engagement, Online Advertising, Personalization, Influencer Marketing, Consumer Decision-Making.