DIGITAL MARKETING INFLUENCE ON CONSUMER BUYING BEHAVIOUR: EVIDENCE FROM THE COSMETIC SECTOR

Abstract

Digital marketing has fundamentally reshaped the way consumers discover, evaluate, and purchasecosmetic products, with search engines, social media platforms, e-commerce marketplaces, emailcampaigns, and influencer-driven content collectively forming an integrated digital ecosystem thatsurrounds the modern buyer at almost every stage of the decision-making journey. This study examinesthe influence of digital marketing on consumer buying behaviour with specific reference to the cosmetic sector. The research adopts a descriptive research design and draws on primary