Paper Details

Name: Rupina Popli
Country: India

Year: 2026
Volume: Volume-13, Issue-1 (January-June)
Page Number: 109-116
DOI: https://doi.org/10.5281/zenodo.19104979

ABSTRACT
In recent years, the world has witnessed a huge change in the field of marketing and system of doing business due to ever increasing development of technology and internet users. Digital marketing has emerged as a crucial tool for all type of organisations looking to connect with their targeted consumers for selling their products and services. Digital marketing is the use of digital channels to promote goods and services, increase brand awareness, drive traffic, and quickly achieve marketing goals.
The purpose of this research is to examine the impact of digital marketing and explore how it has become a vital tool for both marketers and consumers in today’s business environment. We have also addressed the influence of Digital marketing and its influence on consumer buying behavior. In this study we have reviewed the literature on the Digital marketing. A modest attempt has been made to observe how digital marketing has influenced the expansion of e-business and changed the way consumers prefer to purchase their products and services. The responses of a survey of 200 customers conducted in National Capital Region of Delhi through a structured questionnaire have also been analyzed in this study.

Keywords : Digital marketing, Technology, Buying behavior, Drive traffic