Digital Marketing’s Transformative Impact on Consumer Buying Behavior in Kochi

Author(s)	Dr. ASHA JOHN, Mr. DAVID SAM JOYEE, Mr. MANURAJ K S
Country	India
Abstract	Digital marketing has significantly transformed consumer buying behavior, particularly in urban, tech-savvy markets like Kochi. This study examines the influence of social media, influencer marketing, SEO, and mobile advertising on awareness, purchase intentions, and online/offline buying patterns among 65 respondents, predominantly students and young professionals. Findings reveal high engagement with digital campaigns, with Instagram as the most influential platform, strong reliance on online reviews, and considerable responsiveness to discounts and influencer recommendations. Digital marketing also impacts offline purchases, especially in fashion products. The study highlights the importance of personalized content, mobile optimization, and multi-channel strategies to enhance consumer engagement and loyalty.
Keywords	Digital Marketing, Consumer Buying Behavior, Social Media, Influencer Marketing, Kochi, Online and Offline Purchases
Field	Business Administration
Published In	Volume 8, Issue 2, March-April 2026
Published On	2026-03-07
DOI	https://doi.org/10.36948/ijfmr.2026.v08i02.70826

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