• Dr. G. Karuppiah

This study assesses the impact of digital marketing on teenagers’ purchase intention in Madurai city. The aim of the study is to find out the effectiveness of digital marketing and its effect on online buying decision of teenagers. The exploratory research design was adopted for the study. The data was collected from both primary and secondary data sources. Primary data was collected through structured scheduled questionnaire method. The secondary data was collected from related articles, journals, thesis, books, newspapers and internet, etc. The target population of the study consists of teenagers prefer to purchase through online in Madurai city. The sample size of the study consists of 100 customers chosen by purposive sampling technique. To analyze the data, the study applied statistical tools like descriptive, chi-square test, linear regression analysis andFriedman test. Based on the analysis, the study found that that there is a significant impact of digital marketing on purchase intention among teenagers of Madurai city. It is also identified that social media marketing is the preferable digital marketing channel of teenagers to take online purchase decision.

Digital Marketing, Purchase Intention, Teenagers, Madurai City

"AN EMPIRICAL STUDY ON THE IMPACT OF DIGITAL MARKETING ON PURCHASE INTENTION AMONG TEENAGERS IN MADURAI CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 2, page no.157-163, February 2020, Available :http://www.jetir.org/papers/JETIRDM06028.pdf

"AN EMPIRICAL STUDY ON THE IMPACT OF DIGITAL MARKETING ON PURCHASE INTENTION AMONG TEENAGERS IN MADURAI CITY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 2, page no. pp157-163, February 2020, Available at : http://www.jetir.org/papers/JETIRDM06028.pdf