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Digital Marketing and Consumer Buying Behavior: How Mobile Marketing, Social Proof, And Consumer Feedback Drive Online Purchases
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Abstract
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In recent years, the digital landscape has experienced a profound transformation, significantly altering how consumers make purchasing decisions. As more consumers turn to online platforms for shopping, businesses are increasingly leveraging innovative marketing strategies to influence buying behavior. Among these strategies, mobile marketing, social proof, and consumer feedback have emerged as pivotal elements in shaping consumer attitudes and driving online purchases. The major objective of this research was to identify the role of mobile marketing, social proof and consumer feedback in influencing consumer buying behavior. A sample of 712 smart phone users was selected from Mumbai and Delhi. Questionnaire was used to collect the data and it was analyzed in SPSS 21.0. The results indicated that In-app advertising, social media ads and push notifications are the most persuasive marketing tactics for smart phone users and there is a significant role of mobile marketing in influencing consumer buying behavior. Consumers said that they consider product testimonials, influencer endorsements and customer reviews most important while making online purchase decision which highlights significant impact of social proof on consumer decision making. Majority of customers said that most of the time they look for feedback or reviews before making a purchase decision online, and positive as well as negative reviews are equally for them.
Keywords:
Mobile marketing
Social Proof
Consumer Feedback
Consumer buying behavior
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