CONSUMER BEHAVIOR IN THE DIGITAL AGE

Abstract

This study's primary goal was to examine how digital marketing affected customer purchasing. The study's specific goals were to identify the product categories that consumers purchase on digital media platforms, analyze the impact of digital marketing on consumer behavior, and look at the different digital media platforms in Nigeria that may affect consumer behavior. A further survey finds that Facebook, Twitter, YouTube, Google, Instagram, websites/blogs, multimedia advertising, emails, and LinkedIn are among the digital media channels and platforms that have a direct impact on consumer behavior and purchasing decisions. According to the report, in order for businesses to be competitive in today's business environment, they need implement strategies that make the most of the digital universe and technology and enhance brand exposure through digital platforms.

Keywords Strategic marketing, Digital Marketing, consumer behavior, Buying Behavior, social media