IMPACT OF DIGITAL MARKETING ON CONSUMER BEHAVIOUR IN THE TECH AGE: A STUDY WITH SPECIAL REFERENCE TO KANDHAMAL DISTRICT OF ODISHA

Brajabandhu Mallick; Ajaya Kumar Nanda

doi:10.29121/ShodhPrabandhan.v3.i3.2026.149

Authors

Brajabandhu Mallick h.D Research Scholar, Department-Commerce, College/University-KISS deemed to University, Bhubaneswar, Odisha, India Author
Dr. Ajaya Kumar Nanda Assistant Professor and Dy. Finance Officer, Department of Commerce KISS DU, BBSR-24, Odisha, India Author

DOI:

https://doi.org/10.29121/ShodhPrabandhan.v3.i3.2026.149

Keywords:

Digital Marketing, Consumer Behaviour, Purchase Decision, Social Media Marketing, Tech Age, Kandhamal District, Odisha

Abstract

Emerging technologies have made digital marketing the most important form of commercial communication in today’s world. It has changed the ways in which consumers gather information, compare choices, and make purchases. This study focuses on the effects of digital marketing on consumers in the Kandhamal district of Odisha. The district is mainly rural and tribal, and has experienced a recent rise in the availability of the internet. The study employed a descriptive research design, and a structured survey was used to collect primary data from 150 participants. The survey included, among others, social media marketing and online advertising, consumer trust in digital channels, and self-reported behavioral changes. The survey used a 5-point Likert scale. Several statistical analyses were conducted on the data, including, but not limited to, Pearson correlation, multiple regression, and ANOVA. The results of the study demonstrated a high level of awareness of digital marketing and a strong self-reported behavioral impact. From the respondents surveyed, 68.7% claimed that their buying behavior was influenced by digital marketing. Although significant behavioral impacts were reported by female respondents as compared to male respondents (p = .042), and significant effects were found on the Digital Marketing Awareness between rural, semi-urban and urban respondents (p = .041), favorable opinions of digital marketing were not expressed in a measurable way. The study attempts to provide evidence of digital consumer behavior of a region with limited research in the area, and provides marketing, policy, and research recommendations.

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