Consumer Attitude Towards Digital Marketing Platforms

International Journal of Emerging Research in Science, Engineering, and Management
Vol. 2, SI1 (2026), pp. 158–163
Proceedings of Selected Papers from the
National Conference on Emerging Trends in Commerce and Management
NCETCM-2K26
2026-03-30 to 2026-03-31
Vijayawada, Andhra Pradesh, India
Organized by Andhra Loyola College, Vijayawada, India
eISSN: 3107-9075

This work is licensed under a Creative Commons Attribution 4.0 International License .

Consumer Attitude Towards Digital Marketing Platforms

T. Praveen Kumar, C. Praveen, S. Ajay Kumar

Department of MBA, Andhra Loyola College, Vijayawada, Andhra Pradesh, India

Abstract

Digital marketing has emerged as a transformative force in the modern business environment, reshaping the way organizations connect with consumers. Unlike traditional marketing methods, digital marketing leverages online platforms such as social media, search engines, email, and websites to reach targeted audiences in a more personalized and cost-effective manner. With the rapid growth of internet usage and smartphone adoption, especially in developing economies, businesses are increasingly shifting their focus toward digital channels to enhance visibility and engagement. The main purpose of the study is to analyse the impact of demographical factors such as age, gender, education qualification and income levels on their adoption, awareness and satisfaction towards the digital marketing platforms. Regression and Correlation tools were used to analyse the data with snow ball sampling of 100 from Vijayawada region. As per the findings all consumer demographical factors such as age, gender, educational qualification, occupation, and monthly income are statistically insignificant with consumer awareness, satisfaction and adoption towards the usage of digital marketing platforms.

Keywords: Digital Marketing, Traditional Marketing, Consumer awareness, Social Media, Search Engine.

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DOI: 10.66710/ijersem.v2si1.21

Open Access • Peer Reviewed Article

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This article is part of Volume 2, Special Issue 1 (May 2026)

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2026-05-18