The research focuses on the impact of online marketing strategies on consumer buying behavior in online stores. The study aims at comprehending the effects of different digital strategies, including social media marketing, email campaigns, search engine optimization, and online adverts on consumer behavior and purchasing intentions. The study is one of the attempts to examine the impact of digital marketing strategies on online purchase decision. The study offer insights into marketing approaches that can improve decisions by considering the different aspects that influence consumer behavior. The convenience sampling method was used to sample 150 respondents who were used to gather primary data using a structured questionnaire. The article examines the extent of influence of digital marketing strategies based on various demographic characteristics and their contribution in influencing consumer preferences. The data was interpreted using statistical tools, such as Chi-square tests. The results indicate that digital marketing strategies play a significant role in consumer purchasing behavior, but the degree of its impact on consumer buying behavior differs amongst individuals. The researchers concluded that to make their marketing efforts more effective, companies can use specific digital strategies to connect with their customers and encourage them to make online purchases
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