A Study of E-Commerce: The Impact of Digital Marketing on Consumer Behavior

Neel Choksi

Bakalářská práce

Abstract:

The study explores the profound impact of digital marketing on consumer behavior in the e- commerce sector. Digital marketing strategies, including influencer marketing, social media promotions, personalized advertising, and sponsored search ads, have reshaped how consumers interact with brands and make purchasing decisions. The research employs both qualitative and quantitative methodologies, incorporating surveys from 220 respondents to analyze key behavioral patterns. Findings indicate that social media engagement, targeted email campaigns, and interactive content significantly enhance consumer trust and purchase intent. However, excessive marketing exposure may lead to skepticism and reduced effectiveness of promotional efforts. Regression analysis reveals a positive correlation between digital marketing and consumer behavior, with influencer marketing showing a particularly strong impact. Businesses are encouraged to adopt data-driven personalization while maintaining transparency and ethical marketing practices to sustain consumer trust. The study underscores the growing importance of digital marketing in shaping modern consumer experiences, driving brand loyalty, and fostering competitive advantages in the online marketplace. Future research should explore the role of emerging technologies, such as artificial intelligence and predictive analytics, in further refining digital marketing strategies for enhanced consumer engagement.

Keywords

Digital marketing, consumer behavior, e-commerce, brand engagement

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 26. 3. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 21. 5. 2025
• Vedoucí: Ing. Jakub Konopásek, Ph.D.
• Oponent: Tomáš Martínek, Ing.

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program:
Informatics