DIGITAL MARKETING AND CONSUMER PSYCHOLOGY: EXPLORING THE INDIAN MINDSET

As a medium for marketing, social media are becoming more and more significant. The importance of including social networking sites (SNSs) in everyday life transactions cannot be overstated in the modern world, as more and more retailers utilize social media to attract teens and young adults. In order to understand the factors that affect the amount of adoption of SNS by Indian customers, multiple extended TAM variables have been investigated for their effects. Perceptions of utility had positive and significant advantages, whereas perceptions of risk had an adverse effect. Digital marketing is quite popular, and in today's fiercely competitive market, it involves investigating business models that make use of digital technology to save costs and grow operations internationally. Customers are happier while purchasing online and believe that digital marketing is safer than conventional marketing, digital marketing has a stronger chance of growing its business in the future. Digital marketing gives customers the chance to look at the details of the products offered by the business and make comparisons as necessary, allowing them to exercise their right of choice and submit orders whenever they want, anywhere, and 24 hours a day. Consumer behavior is the study of people, groups, or organizations, along with all the actions related to the acquisition, consumption, and disposal of products and services, as well as how the consumer's feelings, attitudes, and preferences influence their purchasing decisions. Consumer behavior first developed as a separate marketing subdiscipline in the 1940s and 1950s, but it has since evolved into an interdisciplinary social science that incorporates aspects of sociology, psychology, and social anthropology.