| Abstract: |
The rapid advancement of digital technologies has significantly transformed consumer markets, particularly through the rise of digital marketing. This study investigates the influence of digital marketing on consumer purchase behavior in Mandya District, a semi-urban region in Karnataka, India, which is witnessing increasing digital adoption. Combining a comprehensive literature review with an exploratory field study, the research examines how digital marketing tools--such as social media, online advertisements, and influencer campaigns--affect consumer decisions in a region where traditional and digital behaviors coexist. The literature review, guided by the PRISMA framework, synthesized insights from 26 high-quality studies, revealing that digital marketing strongly influences consumer awareness, brand perception, and purchasing choices across various global and Indian contexts. The exploratory study involved primary data collection from diverse consumer segments in Mandya, uncovering that platforms like WhatsApp, Facebook, and Instagram are the most impactful. The findings also highlighted demographic differences in responsiveness, with younger and more educated consumers being more influenced by digital content. Despite the increasing reach of digital platforms, factors such as trust, content relevance, and digital literacy continue to shape consumer engagement in Mandya. The study emphasizes the need for localized, culturally attuned marketing strategies to enhance effectiveness in semi-urban markets. It concludes that digital marketing, when executed with contextual sensitivity, can be a powerful driver of consumer behavior in emerging regions. The study provides valuable insights for marketers, businesses, and researchers, contributing to more inclusive and targeted digital outreach strategies across non-metro areas in India. [ABSTRACT FROM AUTHOR] |