“Evaluating the Effects of Digital Marketing on Consumer Decision-Making and Brand Awareness”

Abstract

Digital marketing has transformed the landscape of consumer engagement, fundamentally reshaping how brands interact with and influence their target audiences. This paper explores the impact of digital marketing on consumer decision-making and brand awareness, focusing on critical areas such as social media advertising, influencer marketing, search engine optimization (SEO), and personalized email campaigns. Through quantitative analysis of consumer behavior and brand recognition metrics, this study identifies key digital strategies that enhance brand visibility and drive purchasing decisions. The findings suggest that digital marketing, particularly through social media and influencer channels, significantly improves brand awareness and fosters stronger consumer-brand connections. However, challenges such as information overload and privacy concerns may hinder consumer trust, indicating the need for ethical and targeted digital strategies. The study underscores digital marketing’s role in shaping consumer perception and enhancing brand loyalty in an increasingly digital world.