Volume 3 Issue 2 | 2026 | View PDF
Paper Id: IJMSM-V3I2P130
doi: 10.64137/30485037/V3I2P130

A Study on Impact of Digital Marketing Strategies on Consumer Purchase Decision at Mayiladuthurai

A. Sowarnalakshmi, S. Vijayasri

Citation:
A. Sowarnalakshmi, S. Vijayasri, "A Study on Impact of Digital Marketing Strategies on Consumer Purchase Decision at Mayiladuthurai" International Journal of Multidisciplinary on Science and Management, Vol. 3, No. 2, pp. 241-247, 2026.

Abstract:
This study examines the impact of digital marketing strategies on consumer purchase decisions among residents of Mayiladuthurai. Data were collected from 150 respondents using a structured questionnaire. Statistical tools, including Chi-Square, Correlation, and Regression analysis, were applied. The findings reveal that social media marketing significantly influences consumer purchase decisions, while personalised advertising and search engine results are key predictors of buying behaviour. Age shows no significant association with discount-driven purchases, whereas digital marketing overall has a strong positive impact on consumer buying behaviour. The study highlights that transparent, customer-friendly digital marketing practices improve consumer awareness, engagement, and satisfaction.

Keywords: Digital Marketing, Consumer Purchase Decisions, Social Media Marketing, SEO, Email Marketing, Consumer Behaviour, Online Advertisements, Personalised Advertising.

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