Authors: Dr. M.D.Chinnu, Abinesh J
Abstract: The rapid growth of digital advertising has significantly transformed consumer behavior in contemporary markets. Consumers are increasingly exposed to personalized, data-driven, and interactive advertisements across multiple digital platforms. This shift has influenced how consumers perceive brands, evaluate products, and make purchase decisions. Digital advertising tools such as social media marketing, influencer promotions, and targeted ads play a crucial role in shaping consumer preferences and attitudes. The availability of online reviews and real-time information has empowered consumers to make more informed choices. However, concerns related to privacy, data security, and advertisement overload also affect consumer trust and engagement. This study examines the key factors influencing consumer behavior in the era of digital advertising. It also analyses the impact of personalization and digital engagement on buying decisions. The research aims to provide insights into evolving consumer responses to digital marketing strategies. The findings may help marketers design more ethical and effective digital advertising campaigns.
