Digital marketing communication refers to the purposeful use of online platforms and digital tools to deliver promotional messages, build brand awareness, and engage with targeted consumers. In recent years, it has become deeply integrated into everyday life, particularly among Generation Z—individuals who are considered true digital natives due to their upbringing in the era of rapid technological advancement. This demographic represents a significant and influential consumer segment that actively interacts with digital content and social media platforms.
The present study examines how digital marketing communication shapes the purchasing behaviour of Gen Z consumers in Cuddalore. Employing a descriptive research design, primary data were collected from 250 respondents. Descriptive statistical tools were used to analyze the data. The findings underscore the growing influence of digital marketing on the decision-making patterns of Gen Z, highlighting its role in shaping preferences, attitudes, and online buying behaviour.
The study provides meaningful insights for businesses seeking to effectively engage this tech-savvy group and improve their digital marketing strategies. It also offers valuable implications for academics, practitioners, and policymakers in Cuddalore who aim to better understand and address factors affecting consumer behaviour in the digital environment.
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