IMPACT OF DIGITAL MARKETING ON CONSUMER PURCHASE BEHAVIOR

Abstract

Digital marketing has revolutionized consumer purchase behavior by leveraging technology to enhance brand engagement and influence buying decisions. This study examines the impact of digital marketing on consumer behavior, particularly in the United Arab Emirates (UAE), where technological advancements have transformed marketing strategies. The research explores how digital platforms, social media, and personalized marketing approaches shape consumer decision-making. Using a qualitative research methodology, including interviews and surveys, the study assesses consumer responses to digital marketing tactics, such as targeted advertisements, promotional campaigns, and instant engagement. Findings indicate that digital marketing significantly influences consumer behavior, with factors such as demographic characteristics, brand perception, and social media interactions playing crucial roles. The study highlights the growing preference for online shopping and the effectiveness of digital marketing in enhancing customer relationships. Additionally, gender-specific differences in digital marketing responsiveness were identified, emphasizing the need for tailored marketing strategies. The research provides valuable insights for businesses aiming to optimize digital marketing strategies to enhance consumer engagement and drive sales