• Dr. K R Jain
• Dr Sonam Jain

The research paper measures the impact of digital marketing on consumers’ buying behavior that further influences the buying decision of consumer for digital or conventional buying of different goods and services. The research work was carried out on the basis of correctly responded questionnaire by 2,264 respondents in the five districts of Uttarakhand, India namely: Dehradun, Haridwar, Nainital, Udhamsingh Nagar and Pauri Garhwal. The data was processed through regression analysis with mediation to arrive at a decisive outcome. The findings of the research revealed that the capital goods and regular consumption goods are bought traditionally even after accessing the information through digital marketing. The research highlights the concerns pertaining to after sale service, security of personal information and safety of financial data.

Digital Marketing, Consumer Buying Behavior, e-commerce, Social Media, and Goods and Services

"IMPACT OF DIGITAL MARKETING ON CONSUMERS’ BUYING BEHAVIOUR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.616-631, June 2019, Available :http://www.jetir.org/papers/JETIR1907E85.pdf

"IMPACT OF DIGITAL MARKETING ON CONSUMERS’ BUYING BEHAVIOUR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp616-631, June 2019, Available at : http://www.jetir.org/papers/JETIR1907E85.pdf