Current - Issue
Year 2026 · Volume 6 · Issue 5
Original Article
A Study on the Impact of Digital Marketing on Consumer Perception with Special Reference to Tamil Nadu
Dr.A.Vatsala1
Dr. N. Anitha2
1 Assistant Professor, Department of Commerce, Annai Women’s College, Karur, Tamil Nadu, India. 2 Professor, Department of Commerce, Annai Women’s College, Karur, Tamil Nadu, India.
Published Online: September-October 2026
Pages: 186-189
Cite this article
↗ https://www.doi.org/10.59256/ijrtmr.20260605020
References
1. Dr. A. BHUVANESWARI. Dr. M. NITHYA. The Role of Artificial Intelligence in Social Media promotion Strategy for improved Customer Experience. International Journal of Sciences and Innovation Engineering. E-ISSN: 3049-0251 DOI: https://doi.org/10.70849/ijsci03022638288
2. Chadwick, F. (2019). Digital Marketing: Strategy, Implementation, and Practice. Pearson Education, 6th Edition, 145-161.
3. Smith, A., & Anderson, M. (2018). Social Media Use in 2018: Platforms, Engagement, and Influence on Consumer Behaviour. Pew Research Center, 9(4), 22-35.
4. Yadav, M. S., & Pavlou, P. A. (2018). Marketing in Computer-Mediated Environments: Research Synthesis and New Directions. Journal of Marketing, 82(4), 20-40.
5. Benedictus, R., Brady, M. K., & Black, H. G. (2020). The Role of Online Reviews in Shaping Consumer Decision Making: A Meta-Analysis. Journal of Retailing, 96(2), 282-299.
6. Stankevich, A. (2017). Explaining the Consumer Decision-Making Process: Critical Literature Review. Journal of International Business Research and Marketing, 2(6), 7-14.
7. Nguyen, D., & Simkin, L. (2020). The Influence of Digital Advertising on Consumer Decision Making: Insights from a Multi-Platform Study. Journal of Digital and Social Media Marketing, 8(1), 45-59.
8. Urban, G. L., & Sultan, F. (2020). The Economics of Trust in the Age of Digital Platforms: How Trust Shapes Consumer Decisions. Journal of the Academy of Marketing Science, 48(2), 222-240.
9. Kotler, P., Karta Jaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. John Wiley & Sons, 90-105.
10. Chen, J., & Zeng, X. (2022). What social media and E-Commerce Platforms Influence Purchase Intentions: An Empirical Analysis of Digital Consumer Behaviour. Journal of Business Research, 139,501-510.
2. Chadwick, F. (2019). Digital Marketing: Strategy, Implementation, and Practice. Pearson Education, 6th Edition, 145-161.
3. Smith, A., & Anderson, M. (2018). Social Media Use in 2018: Platforms, Engagement, and Influence on Consumer Behaviour. Pew Research Center, 9(4), 22-35.
4. Yadav, M. S., & Pavlou, P. A. (2018). Marketing in Computer-Mediated Environments: Research Synthesis and New Directions. Journal of Marketing, 82(4), 20-40.
5. Benedictus, R., Brady, M. K., & Black, H. G. (2020). The Role of Online Reviews in Shaping Consumer Decision Making: A Meta-Analysis. Journal of Retailing, 96(2), 282-299.
6. Stankevich, A. (2017). Explaining the Consumer Decision-Making Process: Critical Literature Review. Journal of International Business Research and Marketing, 2(6), 7-14.
7. Nguyen, D., & Simkin, L. (2020). The Influence of Digital Advertising on Consumer Decision Making: Insights from a Multi-Platform Study. Journal of Digital and Social Media Marketing, 8(1), 45-59.
8. Urban, G. L., & Sultan, F. (2020). The Economics of Trust in the Age of Digital Platforms: How Trust Shapes Consumer Decisions. Journal of the Academy of Marketing Science, 48(2), 222-240.
9. Kotler, P., Karta Jaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. John Wiley & Sons, 90-105.
10. Chen, J., & Zeng, X. (2022). What social media and E-Commerce Platforms Influence Purchase Intentions: An Empirical Analysis of Digital Consumer Behaviour. Journal of Business Research, 139,501-510.
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