Thesis Abstract

Abstract
This thesis examines the impact of digital marketing strategies on consumer behavior within the retail industry. With the rapid evolution of digital technology, businesses have shifted their marketing efforts towards online platforms to engage with consumers. Understanding how these digital marketing strategies influence consumer behavior is crucial for retail businesses to develop effective marketing campaigns and enhance customer satisfaction. The study focuses on various digital marketing strategies such as social media marketing, email marketing, search engine optimization, and online advertising to analyze their effects on consumer behavior. The research methodology includes a comprehensive literature review to explore existing theories and studies related to digital marketing and consumer behavior. Qualitative and quantitative research methods are employed to collect and analyze data from both retailers and consumers. The findings reveal the significant impact of digital marketing strategies on consumer behavior, including purchase decisions, brand perception, and loyalty. The implications of this study provide valuable insights for retail businesses to optimize their digital marketing strategies and improve their overall marketing performance. By understanding how digital marketing influences consumer behavior, retailers can tailor their marketing campaigns to better engage with their target audience and drive sales. This research contributes to the existing body of knowledge in the field of digital marketing and provides practical recommendations for retail businesses looking to enhance their online marketing efforts. Keywords Digital Marketing, Consumer Behavior, Retail Industry, Online Marketing Strategies, Social Media Marketing, E-commerce, Customer Engagement.

Thesis Overview