IMPACT OF DIGITAL MARKETING ON ONLINE PURCHASE DECISION

Digital marketing is defined as the buying and selling of goods and services through computer networks over the internet. The research tries to identify the impact of digital marketing on online purchase decision. The data was collected from 74 online buyers through convince sampling technique in Chennai. The research concluded that e-mail marketing has significant and positive impact to determine the brand image. it is also discovered that SNS marketing has significant and positive impact to determine the brand image. Finally, the research discovered that brand image has significant and positive impact to determine the online purchase decision. Hence, the research recommended that create awareness about digital marketing among companies and customers, because awareness needs to be developed to prevent many scams from happening.
KEYWORDS: e-mail marketing, SNS marketing, brand image and online purchase decision.