Role Of Digital Marketing In Shaping Consumer Purchase Intention For Electronic Products On Amazon

Abstract

The fast development of digital marketing has reformed the dynamics of consumer engagement, particularly in digital platforms like Amazon. This article explores the crucial role of digital marketing in inducing consumer purchase intentions, a sector noticeable by high involvement and demanding information search. With consumers’ dependent on digital content for decision-making, strategies like targeted advertising, recommendation systems, affiliate marketing, multimedia content, and interface design have become vital to online marketing campaigns. The aim of this study is to ascertain how these digital tools influence consumers’ purchase intention. The research used qualitative and quantitative approaches, to evaluate the degree of impact. The findings recommend that digital marketing drives movement also develops consumer confidence and loyalty. Recommendations based on past behaviour, create purchase intention. The article analysed that a well-integrated digital marketing strategy is essential for inducing consumer behaviours, particularly in the competitive electronic products.