• Payel Chaudhuri

Digital Media has attracted the attention of the corporate world last since two decades. It has an unprecedented impact on the businesses. However, the usage of digital media by the consumers is still under exploration. It is a constant challenge for the marketers to decide on which online media channels is suitable to whom. This research paper makes an attempt in the similar direction to understand the usage of various digital channels by the consumers. Also, it explores how these channels influence the consumers in their decision making process. It would provide an insight towards the digital preferences based on the various demographic variables. This study shall contribute towards understanding the choices of digital channels by the end consumers. This will further provide a perspective to the managers while deciding on the digital channels for their digital marketing strategy.

digital marketing, channels, consumer behavior, influence of online marketing channel

"Influence of Digital Marketing Channels on the Consumer Buying Process ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 8, page no.96-105, August-2020, Available :http://www.jetir.org/papers/JETIREF06015.pdf

"Influence of Digital Marketing Channels on the Consumer Buying Process ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 8, page no. pp96-105, August-2020, Available at : http://www.jetir.org/papers/JETIREF06015.pdf