A Study on Customer Perception Towards Digital Marketing

Abstract

Digital marketing has emerged as a vital business strategy, enabling organizations to engage customers through online platforms such as social media, search engines, websites, and email. This study examines customer perceptions towards digital marketing , and analyses its influence on consumer buying behaviour. A descriptive research design was adopted, and primary data were collected from 50 respondents using a structured questionnaire. Secondary data were obtained from books, journals, research articles, and company sources. The collected data were analysed using percentage analysis, Pearson's correlation, ANOVA, and simple linear regression. The findings indicate that respondents have a positive perception of digital marketing, particularly social media marketing and online advertisements. Correlation analysis revealed a strong positive relationship between customer perception and consumer buying behaviour (r = 0.755). Regression analysis showed that customer perception significantly influences buying behaviour, explaining 57.4% of its variation (R² = 0.574; F = 64.685; p < 0.001). The study concludes that effective digital marketing strategies, including personalized communication, informative content, and customer engagement, positively influence consumer purchase decisions and provide valuable insights for improving marketing effectiveness and business performance.