A STUDY ON CONSUMER BEHAVIOR TOWARDS DIGITAL MARKETING ON AMAZON

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

The rapid growth of e-commerce has transformed the way consumers interact with brands, making digital marketing a crucial tool for online retailers like Amazon. This study explores consumer behavior in response to various digital marketing strategies employed on the Amazon platform. It examines factors influencing purchase decisions, including personalized recommendations, targeted advertisements, reviews, and promotional campaigns. Using a mixed-method approach, primary data was collected through online surveys and interviews with frequent Amazon users, complemented by secondary data from existing literature. The findings reveal that consumers are highly influenced by personalized marketing, user reviews, and ease of navigation, which significantly affect their buying behavior. The study provides insights for marketers to optimize digital strategies, enhance consumer engagement, and improve conversion rates. Understanding these behavioral patterns is essential for creating effective, customer-centric marketing approaches in the competitive digital market place.

References

1. Kotler, Philip, and Kevin Lane Keller. Marketing Management. 15th ed., Pearson, 2016.
2. Chaffey, Dave. Digital Marketing: Strategy, Implementation, and Practice. 7th ed., Pearson, 2019.
3. Smith, P.R., and Zook, Z. Marketing Communications: Integrating Offline and Online with Social Media. Kogan Page, 2016.
4. Verma, S., and R. Sharma. “Consumer Perception of Online Shopping Platforms.” International Journal of E-Business Research, vol. 16, no. 3, 2020, pp. 45–59.
5. Kumar, V., and B. Rajan. “Impact of Digital Marketing on Consumer Purchase Intentions.” Journal of Retailing and Consumer Services, vol. 47, 2019, pp. 303–312.
6. Laudon, K.C., and C.G. Traver. E-commerce 2021: Business, Technology, Society. 16th ed., Pearson, 2021.
7. Strauss, Judy, and Raymond Frost. E-marketing. 8th ed., Routledge, 2016.
8. https://www.amazon.com
9. https://www.statista.com/topics/871/online-shopping
10. https://www.hubspot.com/digital-marketing

Keywords

Consumer Behavior, Digital Marketing, Amazon, Online Shopping, E-commerce.