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Examining the Role of Digital Marketing in Transforming Recent Consumer Purchase Trends

 

 

Somtirtha Das¹, Dr. B.S. Patil²

¹ Student, Dayananda Sagar Business School, Bengaluru, India
² Director, Dayananda Sagar Business School, Bengaluru, India

 

 

Abstract

Digital marketing has transformed how consumers discover, evaluate, and purchase products and services. This study examines the role of digital marketing in shifting recent consumer purchase trends, focusing on the influence of social media, personalized advertising, e-commerce platforms, and emerging technologies like AI and influencer marketing.

The research explores how digital strategies such as targeted ads, SEO, email campaigns, and shoppable content have altered traditional buying behaviours—making shopping more convenient, interactive, and data-driven.

This study uses a mixed-methods approach, analysing secondary data from industry reports, case studies, and consumer surveys to identify key trends. It also investigates how factors like mobile shopping, social commerce, and AI-driven recommendations contribute to both impulsive and informed purchasing decisions. Additionally, the research highlights challenges such as privacy concerns, ad fatigue, and the credibility of online reviews in shaping consumer trust.

Findings suggest that digital marketing has significantly accelerated the shift toward online shopping, with consumers increasingly relying on social media recommendations, influencer endorsements, and personalized promotions. The convenience of one-click purchases, same-day delivery, and virtual try-ons has further reinforced this trend. However, concerns over data security and the authenticity of digital promotions remain critical issues affecting buyer behaviour.

This study provides valuable insights for marketers, businesses, and policymakers seeking to adapt to evolving consumer preferences. By understanding these shifts, companies can optimize their digital strategies to enhance engagement, build trust, and drive sales in an increasingly competitive online marketplace. The research also suggests future directions for exploring the long-term effects of digital marketing on brand loyalty and sustainable consumption.

Keywords: Marketing, SEO, SEM, SMM, AI, Quick Commerce, Fast Delivery, Digital Strategies

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