The Impact of Digital Marketing Strategies on Consumer Buying Behaviour in Online Retail Platforms

Abstract

The rapid proliferation of digital technologies has fundamentally transformed the landscape of retail commerce, compelling businesses to adopt sophisticated digital marketing strategies to capture and retain consumers in increasingly competitive online environments. This study investigates the impact of seven key digital marketing strategies—Social Media Marketing, Search Engine Optimization (SEO), Email Marketing, Influencer Marketing, Content Marketing, Online Advertising (Paid Ads), and Personalization & Targeted Marketing—on Consumer Purchase Intention and Repeat Purchase Behaviour among online shoppers in India.

A descriptive research design was adopted, with primary data collected from 150 respondents using a structured questionnaire based on a five-point Likert scale. Convenience sampling was employed to select online shoppers aged 18–50 years with prior experience on e-commerce platforms such as Amazon and Flipkart. Statistical tools including descriptive analysis, Pearson correlation, and multiple regression analysis were applied using SPSS.

The findings reveal that all seven digital marketing variables positively and significantly influence consumer purchase intention and repeat purchase behaviour. Personalization & Targeted Marketing emerged as the strongest predictor, followed by Social Media Marketing and Influencer Marketing. The regression model explains 91.2% of the variance in consumer buying behaviour, confirming high explanatory power. The study provides actionable implications for digital marketers and e-commerce platform managers to optimize their marketing investments.