The Impact of Digital Marketing on Consumer Decision-Making

Abstract

This study investigates the impact of digital marketing on consumer decision-making, focusing on personalization, social media influence, influencer credibility, and AI-enabled interactivity. Using a mixed-methods experimental design, data were collected from 600 survey respondents, supplemented by interviews, focus groups, and digital analytics. Quantitative analysis using regression and structural equation modeling revealed that personalization and influencer credibility significantly enhance purchase intention and brand loyalty, while qualitative insights highlighted the role of authenticity and trust in shaping consumer choices. Results from nine tables and twelve figures demonstrated that social media platforms such as Instagram and TikTok outperform traditional channels in driving engagement and conversions, and that immersive technologies like augmented reality reduce perceived risk and strengthen purchase confidence. However, consumer skepticism surrounding fake reviews, AI-generated content, and privacy concerns emerged as critical challenges. The study concludes that digital marketing strategies must integrate personalization and technological innovation with transparent practices to sustain long-term trust. These findings contribute to digital marketing theory by integrating technographic and psychographic perspectives into consumer decision-making models and offer practical guidance for firms seeking to enhance consumer engagement in evolving digital environments.