Evaluating The Impact Of Digital Marketing On Consumer Purchase Decisions For Electronic Products - A Study On Amazon Platform

Abstract

Inthis digital world, the digitalplatforms like amazon have become vital to consumer purchasing behaviour. This study helps to assess the influence of various strategies of digital marketing on consumer purchase behaviourparticularly on the Amazon platform. With digital tools likeSEO, Product Visibility, personalized recommendations, and influencer marketing becoming increasingly sophisticated, it is necessary to know how these strategies influence the decision-making process of consumersat different stages.This study adopts a mixed-method approach of digital marketing practices in Amazon. The key focus areas include the effectiveness of recommendation algorithms of Amazon, the impact of user-generated content, and the role of targeted advertisements in shaping purchase intent. The research examined how factors like convenience, perceived value, trust, and brand visibility interact with digital marketing efforts to drive conversions in the electronics category. The findings of the studydisclose that personalized recommendations and Influencer Marketing are among the most influential factors affecting purchase decisions. personalized recommendations, such as ratings, enhance consumer confidence, specifically in high-cost electronic items. Furthermore, the studydisplays that time-bound offers and retargeting ads contribute to urgency and repeat visits, increasing the likelihood of conversion. The research highlights the need for a customer-centric digital marketing approach, leveraging machine learning to better anticipate consumer needs and influence buying behaviour effectively.