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VOL. 12, ISSUE 12 (2025)
Understanding digital consumer behaviour: The role of social media, website engagement, and strategic digital marketing practices
Authors
Sahil Gupta, Gurpreet Singh Bhatia, Dr. Sadhna Chauhan, Dr. Sandipkumar G Prajapati
Abstract
The rapid digital transformation has
fundamentally altered how consumers search, evaluate, and engage with brands.
Understanding digital consumer behaviour has therefore become essential for
marketers seeking to design effective online strategies. Drawing insights from
foundational concepts in digital marketing, including website engagement,
social media participation, and strategic digital marketing practices, this
study examines how these components collectively shape consumer behaviour in
the online environment. Website experience—including usability, content
quality, and interactivity—plays a critical role in capturing consumer
attention and driving engagement. Social media platforms further influence
consumer attitudes through peer recommendations, online communities, and
interactive brand communication. In addition, strategic digital marketing
practices such as targeted content, data-driven personalization, and integrated
channel strategies significantly enhance consumer engagement and conversion
intention. Using existing literature and a conceptual framework approach, this
study explores the relationships between these variables and proposes testable
hypotheses for future empirical analysis. The findings contribute to a deeper
understanding of digital consumer behaviour and offer implications for
marketers aiming to optimize their digital presence and enhance customer
engagement across digital touchpoints.
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Pages:56-61
How to cite this article:
Sahil Gupta, Gurpreet Singh Bhatia, Dr. Sadhna Chauhan, Dr. Sandipkumar G Prajapati "Understanding digital consumer behaviour: The role of social media, website engagement, and strategic digital marketing practices". International Journal of Multidisciplinary Research and Development, Vol 12, Issue 12, 2025, Pages 56-61
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