The Digital Influence: A Study on How Online Marketing Shapes Consumer Decisions

Authors

Dr Antima Agarwal

Abstract

This research paper explores the growing influence of digital marketing on consumer decision-making in India, focusing on key trends and behaviours that shape modern purchasing patterns. With the rapid expansion of internet access and mobile commerce, Indian consumers are increasingly relying on online reviews, peer recommendations, social media, and personalized content to guide their purchasing decisions. The paper examines the rise of mobile-first shopping, the impact of influencer marketing, and the role of AI in creating tailored consumer experiences. Additionally, it highlights the significant shift towards value-based purchasing, where ethical considerations such as sustainability and social responsibility influence buying choices. The research further investigates how omnichannel shopping, voice commerce, and interactive advertisements are revolutionizing the consumer journey. Drawing on extensive data, the paper provides insights into how brands are leveraging digital platforms to engage consumers and drive sales in an increasingly competitive market. This study contributes to understanding the evolving digital landscape and its profound effects on consumer behaviour in India, providing valuable implications for marketers and businesses aiming to optimize their digital marketing strategies.

Keywords

Digital marketing, Consumer decision-making, Mobile commerce, social media, Influencer marketing, Personalized content, E-commerce, Ethical consumption, Omnichannel shopping, Voice commerce.

The Digital Influence: A Study on How Online Marketing Shapes Consumer Decisions. Dr Antima Agarwal. 2025. IJIRCT, Volume 11, Issue 1. Pages 1-10. https://www.ijirct.org/viewPaper.php?paperId=2501081