The Impact of Digital Marketing on Consumer Purchasing Decisions in the Garhwal Region

Abstract

This research explores the influence of digital marketing strategies on consumer purchasing decisions within the Garhwal region of Uttarakhand, India. In this study, researchers explored the impact of various digital marketing tools, such as social media, email marketing, online advertisements, content writing, mobile marketing, etc., on individual purchasing decisions. It is important to understand consumer behaviour and the factors affecting purchasing decisions on a longitudinal basis. Previously, various studies were focused on the role of digital marketing on consumer purchasing decisions, but mostly researchers suggested doing such studies on a longitudinal and geographical basis for the generalisation of their studies. As digital platforms continue to evolve, businesses have increasingly turned to online channels to engage with their target audience. Garhwal region of Uttarakhand is primarily small businesses, and it becomes important to understand the effects of digital marketing in the demographics of such a geographical area, like Garhwal, to tailor their strategies as per purchasing behaviours for local consumers.

Keywords: Digital Marketing, Advertisement, Consumer Purchase Decision

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