1.
Surendra Singh Jagwan
– Quantum University, Roorkee, Uttarakhand, India.
2.
Nirmesh Sharma
– Quantum University, Roorkee, Uttarakhand, India.
3.
Ashwani Sharma
– Quantum University, Roorkee, Uttarakhand, India.
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.
