International Journal For Multidisciplinary Research

E-ISSN: 2582-2160     Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 7, Issue 4 (July-August 2025) Submit your research before last 3 days of August to publish your research paper in the issue of July-August.

Evaluating the Relationship Between Digital Marketing and Consumer Purchasing Decisions: A Regression Study

Author(s) Dr. Amit Kumar Upadhyay
Country India
Abstract The explosion of digital channels over the last decade has reshaped how firms engage consumers, yet empirical clarity on how specific digital marketing tactics affect purchasing decisions remains strangely patchy. Drawing on an original dataset of 1,248 Indian online shoppers surveyed between January and April 2025, this study estimates a multiple linear regression model relating three prominent digital marketing stimuli, social media advertising exposure, e mail personalisation depth, and perceived influencer credibility, to consumers’ self reported purchase frequency and basket value. The model explains 48 percent of the variance in purchasing frequency and 52 percent in basket value, controlling for age, income, and general Internet intensity. Results reveal that perceived influencer credibility exerts the strongest positive effect, while e mail personalisation shows a diminishing returns pattern beyond moderate customisation levels. Unexpectedly, raw exposure to social media ads affects basket value more than purchase frequency, hinting at impulse purchase amplification. These findings refine theoretical debates on the stimulus organism response chain in digital contexts and offer marketers evidence backed guidance on resource allocation. Limitations include self report bias, cross sectional design, and a single country sample; nevertheless, the regression evidence contributes an incremental yet critical brick to the still emergent quantitative foundation of digital marketing effectiveness research.
Keywords digital marketing; consumer behaviour; regression analysis; influencer marketing; e mail personalisation
Published In Volume 7, Issue 4, July-August 2025
Published On 2025-07-16
DOI https://doi.org/10.36948/ijfmr.2025.v07i04.51523
Short DOI https://doi.org/g9t2br

Share this