• Dr.N.L.Vijaya

Digital marketing in India has gained popularity over time. Customers have become researches through convenient access to the internet; users are now much more educated and motivated. Every day they are overwhelmed with digital content. Companies are marketing their products on digital platforms, human interactions have changed significantly due to engagement on social network and rapid growth of web platforms has facilitated the behavioral changes related activities like habitats and interactions. Due to recent trends in tech advancements and marketing channels consumer behavior have seen a shift which has impacted the consumer decision making process. It is very important to know the psychology of the consumers in the dynamic environment. Ever changing buying behaviour of the consumers in the digitalized world should be understood properly to make the business sustainable. In the study an effort was made to explore the impact of digital marketing on purchasing decisions of customers. .

Key words: Digital marketing, purchasing decision, marketer, customer, internet

"“Impact of Digital Marketing on Purchasing Decisions of Customers” – An exploratory study", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 10, page no.c584-c592, October-2021, Available :http://www.jetir.org/papers/JETIR2110274.pdf

"“Impact of Digital Marketing on Purchasing Decisions of Customers” – An exploratory study", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 10, page no. ppc584-c592, October-2021, Available at : http://www.jetir.org/papers/JETIR2110274.pdf