Digital Marketing And Its Effect On Women It Employee’s Consumer Buying Behaviour In Online Shopping

Abstract

In the era of e-commerce, digital marketing has become a potent instrument for shaping customer behaviour. This study investigates the impact of various digital marketing tools on the online consumer buying behaviour of women working in the Information Technology (IT) sector. With the growing reliance on digital platforms for both marketing and purchasing, understanding how specific digital strategies influence this tech-savvy demographic is crucial. The study focused on four key digital marketing elements: Social Media Advertising, Influencer Promotions, Email Marketing, and Google Ads, examining their predictive power on consumer buying behaviour through a quantitative research approach using multiple regression analysis. The findings reveal that Social Media Advertising is the most influential factor, followed by Influencer Promotions and Email Marketing, all of which significantly affect consumer behaviour. In contrast, Google Ads did not show a statistically significant impact, indicating that paid search-based advertising may be less effective among women IT employees. The overall regression model explained 61.2% of the variance in consumer buying behaviour (R² = 0.612), with the F-statistic being statistically significant (p < 0.001). These results suggest that personalized, interactive, and trust-based digital marketing approaches are more effective in engaging this demographic. The study provides valuable insights for marketers aiming to design targeted strategies for professional women in the digital space, highlighting the growing importance of social media engagement and influencer trust in shaping purchase decisions.