2025, Vol. 6, Issue 1, Part K
The role of digital marketing in shaping consumer decisions: A study of Bihar
Author(s): Bhawana Bharti
Abstract: Digital marketing has emerged as a transformative force in the contemporary business environment, significantly influencing consumer behavior and decision-making processes. This study explores the role of digital marketing in shaping consumer decisions specifically within the socio-economic context of Bihar, a rapidly developing state in India. The research focuses on key digital marketing strategies such as social media marketing, search engine optimization (SEO), email campaigns, influencer marketing, and targeted advertising to assess their impact on consumers’ awareness, preferences, and purchase intentions. Using a mixed-method approach, the study collected data through surveys and interviews from a diverse demographic spread across urban and semi-urban regions of Bihar. The findings reveal a growing penetration of internet usage and mobile connectivity, which has led to increased exposure to digital marketing content. Social media platforms, particularly Facebook, YouTube, and Instagram, play a pivotal role in shaping consumer perceptions and brand choices. Moreover, younger consumers (aged 18-35) are more influenced by digital advertisements and online reviews compared to older demographics. The study highlights that while digital marketing is still in a developing phase in many parts of Bihar, its influence is accelerating due to increased digital literacy and smartphone penetration. It concludes that businesses must adapt their digital marketing strategies to the unique cultural and economic landscape of Bihar to effectively engage consumers and drive sales. The research contributes to the growing body of literature on regional digital marketing dynamics and provides practical insights for marketers targeting emerging markets.
Pages: 996-1000 | Views: 115 | Downloads: 66
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How to cite this article:
Bhawana Bharti. The role of digital marketing in shaping consumer decisions: A study of Bihar. Asian J Manage Commerce 2025;6(1):996-1000.
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