This study explores the impact of digital marketing on rural consumer behavior in Thiruvallur District. Using a descriptive research design, primary data were collected from 160 rural respondents through a structured questionnaire based on convenience sampling. The study analyzes awareness levels, adoption patterns, purchase decisions, and challenges related to digital marketing platforms such as smartphones, social media, and e-commerce. Statistical tools including descriptive analysis and multiple regression were applied using SPSS v25, and the reliability of the instrument was confirmed with a Cronbach’s alpha value of 0.846. The findings reveal that digital marketing factors significantly influence rural consumer behavior, though challenges such as low digital literacy, distrust in online payments, and infrastructural limitations persist. The study highlights the importance of website quality, active social media engagement, and credible online advertising strategies for effectively targeting rural markets....
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