Impact of Digital Marketing Practices on Consumer Purchase Decision in Emerging Economies

This paper aims to identify various digital marketing practices practiced in India and to find out the most impactful digital marketing practices on consumer purchase decisions. The modern digital consumer accesses various types of digital sources. This study is attempted to find out the most effective digital marketing tools from the consumers’ perspective. It is an empirical study in which purposive sampling method was adopted to select the target respondents to serve questionnaire. It was observed that Internet Banner Ads, Opt-in, Opt out Ads are found to be most impactful digital marketing practices that influence consumer decision