Digital marketing has become an important part of how consumers discover products, compare alternatives and make purchase decisions. Search engines, social media, online video, email, influencer content, e-commerce platforms and personalised advertising expose consumers to information at different stages of the buying journey. This paper examines the ways digital marketing may influence consumer buying behaviour, with attention to awareness, trust, perceived value, purchase intention, online reviews and post-purchase engagement. It adopts a descriptive and analytical secondary-research design, synthesising established consumerbehaviour theory, digital-marketing literature and institutional guidance. The discussion indicates that digital channels can improve information access, targeting and convenience, while consumer response depends on relevance, credibility, privacy expectations, product involvement and perceived risk. Online reviews and electronic word-of-mouth can reduce uncertainty, but fake reviews, excessive targeting and misleading claims may weaken trust. The paper proposes a conceptual framework linking digital marketing exposure and content quality to consumer awareness, attitude, trust and purchase intention, while recognising that actual purchases are also shaped by price, availability, income and personal circumstances. It recommends transparent communication, useful content, responsible personalisation, review management and measurement across the full customer journey. No original questionnaire was administered; therefore, the paper does not claim sample-specific findings or statistical testing.

Pallavi Bandu Jaiswal, Prof. Nitin Ganorkar, "A Study on the Impact of Digital Marketing on Consumer Buying Behaviour" International Journal of Scientific Research and Engineering Development, V9(5): Page(1386-1401) September - October 2026. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.