Impact Of Digital Marketing On Consumer Buying Behaviour Among College Students

Salil Iebrahim Chaudhari; Sangram Sachin Nikalje

Impact Of Digital Marketing On Consumer Buying Behaviour Among College Students

Author(s)	Mr. Salil Iebrahim Chaudhari, Mr. Sangram Sachin Nikalje
Country	India
Abstract	Digital marketing has become an important part of modern business because consumers increasingly discover, compare and evaluate products through digital channels. College students are an important consumer group because they use smartphones, search engines, social media platforms, online reviews, websites and e-commerce applications regularly. This paper examines how major digital marketing activities—social media marketing, search engine marketing, online advertising, influencer communication, personalized content, electronic word-of-mouth and promotional offers—can influence the buying behaviour of college students. The study follows a secondary-research and conceptual approach. Relevant academic studies published in recent years, together with established marketing and consumer-behaviour theories, are reviewed and compared. The literature indicates that digital marketing can influence awareness, product evaluation, trust, perceived value, purchase intention and post-purchase communication. At the same time, privacy concerns, excessive advertising, misleading content, perceived risk and information overload can reduce consumer response. The paper proposes that the effect of digital marketing is not created by exposure alone; rather, the quality, relevance, credibility and usefulness of digital information play an important role in the consumer decision process. The study provides practical implications for businesses targeting college students and suggests that digital campaigns should focus on useful content, credible communication, transparent offers, responsible personalization and genuine customer engagement
Keywords	Digital Marketing, Consumer Buying Behaviour, College Students, Social Media Marketing, Purchase Intention, Online Advertising, Electronic Word-Of-Mouth
Published In	Volume 8, Issue 5, September-October 2026
Published On	2026-10-01

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Impact Of Digital Marketing On Consumer Buying Behaviour Among College Students

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