The Study Of The New Trend In Digital Marketing And Its Role In Changing Consumer Behaviour And Market Expansion Towards Amazon

Abstract

Digital marketing has emerged as a transformative force in the modern business environment, significantly influencing consumer behaviour and enabling organizations to expand their market reach. The rapid adoption of technologies such as social media marketing, search engine optimization, influencer marketing, personalized advertising, and data analytics has reshaped the way consumers interact with brands and make purchasing decisions. Among global e-commerce companies, Amazon has effectively leveraged digital marketing strategies to enhance customer engagement, improve brand visibility, and expand its presence across diverse markets. This study examines the new trends in digital marketing and their role in changing consumer behaviour and market expansion toward Amazon. The research focuses on understanding how digital marketing tools influence consumer awareness, preferences, buying patterns, and customer loyalty. It also explores the contribution of digital marketing initiatives in helping Amazon attract new customers, retain existing consumers, and achieve competitive advantage in the e-commerce sector. The study adopts a descriptive research approach using both primary and secondary data sources to analyze consumer perceptions and the effectiveness of digital marketing practices. The findings indicate that modern digital marketing techniques significantly impact consumer purchasing behaviour by providing personalized experiences, convenient access to information, and enhanced interaction with brands. Furthermore, digital marketing has played a vital role in Amazon's market expansion by increasing customer reach, strengthening brand trust, and driving business growth. The study concludes that the continuous evolution of digital marketing trends will remain a key determinant of consumer engagement and market development in the rapidly changing digital economy.