International Research Journal of Education and Technology

The rapid growth of digital marketing has significantly transformed the way consumers interact with brands and make purchasing decisions. With the proliferation of internet access, social media platforms, and mobile devices, digital marketing strategies have become indispensable tools for businesses aiming to influence consumer behavior. This study explores the various elements of digital marketing—such as social media marketing, search engine optimization (SEO), email marketing, and content marketing—and their effects on consumers' purchasing decisions. By examining the interplay between digital marketing tactics and consumer behavior, this research aims to provide insights into the effectiveness of these strategies in shaping consumer choices. The findings of this study highlight the increasing role of personalized marketing, the influence of social media reviews, and the significance of online advertisements in influencing consumer purchase patterns. The paper also discusses the implications for businesses seeking to optimize their digital marketing efforts to improve consumer engagement and boost sales.

Keywords: Digital marketing, consumer behavior, purchasing decisions, social media, SEO, email marketing, consumer engagement, personalized marketing.