A Study of Digital Marketing Strategies influencing buying behaviour of e-commerce consumers





Digital marketing strategies, buying behavior, e-commerce, consumer behavior, online shopping


With the rapid growth of e-commerce, businesses are increasingly relying on digital marketing techniques to attract and engage customers. Understanding the impact of these strategies on consumer behavior is crucial for organizations seeking to optimize their marketing efforts in the digital landscape. Through a comprehensive analysis of relevant literature and empirical research, this study investigates the key digital marketing strategies that significantly affect consumer buying behavior in the e-commerce context. This research paper examines the influence of digital marketing strategies on the buying behavior of e-commerce consumers. The findings shed light on the dynamic relationship between digital marketing and consumer behavior, providing valuable insights for businesses to develop effective marketing strategies and enhance customer satisfaction.

Author Biographies

Mr. Bharat Gahlot, Research scholar, Chaudhary Charan Singh University, Meerut

Mr. Bharat Gahlot has a rich experience of over a decade in academics. He has qualified UGC NET in Management and presently pursuing Ph.D. from reputed university. He has two Post Graduate Degrees to his credit. He has immense allure towards teaching and learning and so he started his career with teaching to Post Graduate students. His areas of interest include Marketing and Human Resource Management. He has also registered one Australian & two Indian Patent.  He has participated in various Seminars, Conferences and workshops and also has a number of research papers published in various National and International journals.

Dr. Poonam Rani, Head & Associate Professor, A.S.(P.G.) College, Mawana, Meerut

Dr. Poonam Rani is a highly accomplished and dedicated academician with a passion for education and research. With a wealth of expertise in the field, she brings a unique perspective to her role, empowering students to excel in the dynamic world of business. She holds a Ph.D. in Commerce and has published numerous influential papers on topics such as Woman empowerment, Tourism management, financial management and Post-covid crisis. Her engaging teaching style and ability to simplify complex concepts have earned her accolades from both students and colleagues. Committed to fostering a stimulating learning environment, she actively encourages critical thinking and cultivates a spirit of entrepreneurship among her students. Through her work, she aims to shape the next generation of business leaders and make a significant impact on the field of commerce.


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How to Cite

Gahlot, B., & Rani, P. (2023). A Study of Digital Marketing Strategies influencing buying behaviour of e-commerce consumers. RESEARCH REVIEW International Journal of Multidisciplinary, 8(6), 99–103. https://doi.org/10.31305/rrijm.2023.v08.n06.013