Clicks to Carts: Digital Marketing's Influence on Purchase Intentions

This research explores the significance of understanding consumer purchase intention in the dynamic business landscape. It highlights the pivotal role of digital marketing strategies- “search engine optimization”, “affiliate marketing”, “content marketing”, “social media marketing” and “email marketing” in reaching both new and existing customers. The paper provides an in-depth overview of digital marketing, emphasizing its impact on consumer purchase intention. Ultimately, it probes into the concept of purchase intention and its various indicators, shedding light on the factors influencing consumer behavior in the digital age.