Digital Marketing And Buying Behaviour Of Consumers In Modern World: A Critical Review

Abstract

At the onset of the new century, we found ourselves at the inception of the IT State Revolution. The advancement of the Internet has greatly facilitated this change. The Internet rapidly transforms the way individuals behave. Undoubtedly, advertising will be impacted by this as well. The Internet is widely acknowledged as the most efficient promotional platform due to its lack of geographical limitations. Once more, the advancement of the Internet and its subsequent adoption have raised skepticism regarding conventional advertising methods. Advertisers want to market their products on the internet, and as a result, attract clients through mobile applications. We aim to examine the influence of the Internet on advertisements from the viewpoints of both consumers and advertisers, as advertising dynamics are susceptible to rapid transformations with the increasing popularity of the Internet. Undoubtedly, online advertising is experiencing a greater rate of growth compared to traditional advertising methods. Businesses are reallocating cash from traditional offline advertising channels as they increasingly see the genuine value of their products and services in online promotions. The market share of Internet advertising is steadily increasing, whereas the market share of traditional advertising media remains stagnant or decreasing. This study examines the findings of past research on the influence of digital marketing on customer purchasing behavior.