Exploresearch (ISSN: 3048-815X) ( Vol. 03 | No. 2 | April - June, 2026 )

The Impact of Digital Marketing on Consumer Purchase Intention

Author: Komal Goyal & Nikita Yadav

Digital marketing is a major tool that firms use to communicate, engage and convert consumers via search engines, social media, websites, emails, mobile apps and online forums. The present paper is an evidence-based conceptual review that investigates the effects of digital marketing on the purchase intention of consumers. Embracing theory of planned behavior, digital marketing theory, social media marketing research, eWOM research, and personalization research, the paper suggests that content quality, social media engagement, eWOM, influencer credibility, and personalization impact on purchase intention through perceived value, brand trust, and consumer engagement. Hypotheses, a measurement plan and managerial guidelines to test these hypotheses in future are also provided in the paper. The contribution is a structured explanation of the modification in the process of purchase of the customer from linear buying process to an interactive, data-driven and trust-mediated path.

Goyal, K., & Yadav, N. (2026). The Impact of Digital Marketing on Consumer Purchase Intention. Exploresearch, 03(02), 198–206. https://doi.org/10.62823/exre/2026/03/02.237

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DOI:

Article DOI: 10.62823/exre/2026/03/02.237

DOI URL: https://doi.org/10.62823/exre/2026/03/02.237

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