IMPACT OF DIGITAL MARKETING ON THE STRATEGIES OF FIRMS AND CONSUMERS’ POST PURCHASE BEHAVIOR

Abstract

This study looks into the factors influencing consumer’s digital marketing and firm’s strategies. A rapidly expanding industry, Digital Marketing provides many services in today’s modern world. The advent of the digital era has transformed how companies connect with and involve customers. Digital marketing, covering diverse online and mobile platforms, has emerged as the cornerstone of contemporary marketing approaches. This study explores the multi-dimensional effects of digital marketing on businesses and consumers, particularly focusing on consumer behavior. Online platforms facilitate connections with customers worldwide, broadening their scope and potential clientele. Digital platforms offer convenient means for consumers to connect with brands, resolve issues, and share feedback, resulting in enhanced satisfaction. digital marketing has deeply impacted businesses and consumers, shaping their strategies and post-purchase behaviors significantly. While it offers abundant opportunities, it also poses challenges that demand thoughtful consideration and adaptation. Understanding the intricate relationship between digital marketing and its effects on businesses and consumers remains vital for navigating the dynamic digital landscape.