Authors: Dr. Isha Patnaik
Abstract: The rapid advancement of digital technologies has transformed traditional marketing practices and significantly influenced consumer behavior. Digital marketing has emerged as a crucial strategy for organizations to enhance brand visibility, improve customer engagement, and influence purchasing decisions. The present study examines the influence of digital marketing on brand awareness and its impact on consumer purchase decisions. The primary objective of the study is to analyze the relationship between digital marketing activities, brand awareness, and consumer purchasing behavior. The research adopts a descriptive research design, utilizing both primary and secondary data sources. Primary data were collected through structured questionnaires distributed among 300 respondents who actively use digital platforms. The study employed statistical techniques such as descriptive analysis, correlation analysis, and regression analysis to examine relationships among variables. The findings reveal that digital marketing has a significant positive influence on brand awareness, indicating that increased exposure to digital marketing activities improves brand recognition and familiarity among consumers. Furthermore, the results demonstrate that higher brand awareness positively affects consumer purchase decisions by increasing trust and purchase intention. Regression analysis confirms that digital marketing and brand awareness together significantly contribute to predicting consumer purchasing behavior. The study concludes that digital marketing serves as an important strategic tool for strengthening brand awareness and influencing consumer buying decisions in the digital environment. The findings suggest that businesses should invest in effective digital marketing strategies to enhance brand positioning, improve customer engagement, and achieve sustainable competitive advantage. Future research may explore additional variables and advanced analytical methods to provide deeper insights into consumer behavior in evolving digital marketplaces.
DOI: http://doi.org/10.5281/zenodo.20393866
