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Over the years, there has been an upward trend in the organic beauty market since consumers are now welcoming environmentally friendly products. Companies are now trying to campaign for environmental sustainability and create green cosmetics products. The shift in awareness towards health and wellness, as well as the benefits of using organic products, attributes to the growing consumer preferences and approaches required to transition towards a more sustainable society. A positive attitude towards sustainable goods is a strong starting point for stimulating sustainable consumption; however, despite the interest of consumers in sustainability and green goods,' green' only plays a small portion in the buying criteria of consumers. There seems to be a gap between consumers' attitude and their behavior toward green products. This research investigates the discrepancy between attitudes towards behavioral intention to purchase green products and determines which factors influence the intention to purchase sustainable products, specifically green beauty products. This study uses an Adoption of Green Behavior Theory to investigate the Attitude-Behavioral Intention gap. Data collection was conducted through an online survey to obtain primary data from respondents who live in the Jakarta surrounding area and have never once bought green skincare. Three hundred twenty-one respondents met the criteria of this study. The data is then analyzed using SmartPLS 3.3.3. The result shows that the Attitude toward Green Products variable does not affect the Behavioral Intention variable. Hence, the dominant factors selected in this study also do not affect the relationship between Attitude and Behavioral Intention. This research's contribution theoretically is in the form of consumer behavior theory where certain industries have different characteristics from other industries, so the factors affecting behavioral intention must be checked carefully. [ABSTRACT FROM AUTHOR]

Effective and long-term efforts to foster an environmental attitude in the use of natural resources and their conservation are in the form of increasing environmental concern and cultivating ecologically conscious (eco-conscious) consumer behaviour. Improvement of these two aspects needs to be done early on in high school students who are the young generation of prospective consumer society. This study aims: 1) reveal the level of environmental concern and eco-conscious consumer behaviour preferences in high school students, 2) find out the difference between environmental concern and eco-conscious consumer behaviour preferences in high school students based on gender, class and major, and 3) determine the relationship between environmental concern and eco-conscious consumer behaviour preferences in students. 4-point Likert scale questionnaires were used to collect data on environmental concerns and eco-conscious consumer behaviour preferences. The respondents involved were 275 high school students in Karimun Regency, Riau Islands. The results showed that the average level of environmental concern of high school students was moderate based on gender, class and major groups. There is no difference in environmental concern based on gender and class, but there is a significant difference in environmental concern based on majors. The average level of the overall eco-conscious consumer behaviour preferences of students is moderate, and there is no difference in the three groups of students. A moderately positive relationship between environmental concern and eco-conscious consumer behaviour preferences is shown in high school students. Recommendations from this study emphasise the urgency to increase environmental concern and eco-conscious consumer behaviour among high school students who are the younger generation of people in the archipelago region as an effort to preserve the environment, especially the coastal and marine environment. [ABSTRACT FROM AUTHOR]

Circular business models (CBMs) focus on cycling, extending, intensifying, and/or dematerialising material and energy loops to reduce resource inputs and waste and emission leakage. We aim to explore consumer behaviour in circular economy through a systematic literature review to determine barriers and motivators to implementing CBMs, analysing twenty-eight articles. We identified internal motivations, such as economic and environmental concerns; and external factors facilitating engagement with circularity, such as better awareness, and products with design for circularity. [ABSTRACT FROM AUTHOR]

Reusable packaging systems are emerging as a promising solution to combat the growing issue of packaging waste. While consumers generally recognise the environmental advantages of reuse, their actual reuse behaviours may result in insufficient reuse and an unintentional undermining of sustainability efforts. We conducted two creative workshops, created a large number of potential design interventions and further developed them into 16 design strategies for consumers' continued usage of RPSs through thematic analysis. These findings can inspire future research and the development of RPSs. [ABSTRACT FROM AUTHOR]

Extensive research found many barriers and drivers in second-hand clothing (SHC) acquisition. This study explores their relationships and the role of design in enhancing SHC experiences. 16 semi-structured interviews revealed insights into personal experiences and emotions. Customer journey mapping highlighted 5 design interventions: a. effective branding and marketing, b. appealing clothing presentation, c. facilitating garment search, d. aiding quality inspection, and e. optimizing price-quality balance. Future, quantitative, research is needed to confirm the findings for a wider public. [ABSTRACT FROM AUTHOR]

Marketing has always been about understanding consumer behavior and using that understanding, to make data-driven decisions. With the advent of data sciences, marketers now have access to more data than ever before, which can be analyzed using a range of cutting-edge technologies. This article explores the role of data sciences in marketing management, including the challenges, applications, and opportunities that arise from the use of data sciences in this field. We also discuss how companies can leverage these technologies to drive innovation and growth, and the importance of developing a data-driven marketing culture. The paper highlights how data sciences can be used for marketing and the pros and cons associated with the use of DATA SCIENCES POWERED tools and software in marketing. The paper finally concludes with demonstrating how data sciences become inevitable for a marketer who wants to have a competitive position in the market. The paper also gives conclusion from the writer and gives his personal opinion about how data sciences and marketing are inter-related. [ABSTRACT FROM AUTHOR]

The current COVID-19 pandemic has amplified the urgency of utilizing electronic payment (e-payment) to keep financial systems functioning and keep people safe during this time of social distancing, reduction in productivity, trade disruption, raising of e-commerce platforms and online adjustments. E-payment particularly through the use of mobile money-permit remote payments and transactions, enabling the social distancing recommended to reduce contagion. Through e-payments, consumers can transfer funds, pay bills and pay for goods and services from their home, or in a market or store setting, with limited physical contact. Hence, this research attempts to build framework by extending the unified theory of acceptance and use of technology (UTAUT) with culture and perceived security into the model, in order to determine the significance factors that influence acceptance of e-payment technology. Through this model, researchers can have a more accurate explanation of the consumer behavior not only in terms of acceptance of the technology, but other factors considered influential on consumers such as culture and perceived security in the origin country. This model will be used to examine consumer's behaviour in Indonesia and Malaysia. [ABSTRACT FROM AUTHOR]

Since smartphones are so common, digital wallets have developed swiftly to fulfill the demands of a contemporary culture that promotes mobility and streamlines transaction processes. This study's objective is to clarify consumer behavior in Indonesia's adoption of digital wallets. This study was carried out in Medan involving 360 respondents. This study analyzes using a structural equation model (SEM) with LISREL software tools. The findings of this study demonstrate the significance of perceived ease of use, trust, security, and intention in boosting actual usage of digital wallets in Indonesia. The practical implications of this study are useful for comparing perceived scores on various antecedents of digital wallet adoption. This study identifies potential differences in perceptions of the elements influencing the adoption of digital wallets in Medan, particularly among the younger generation, which makes up the bulk of respondents. The success or failure of digital wallets depends on a variety of ecosystem components as well as consumer-related factors. [ABSTRACT FROM AUTHOR]

The global covid-19 pandemic situation has led to significant changes in consumption habits. Thus, the present work has as its main objective to analyze the impact of the pandemic on consumer behavior at the time of purchase, more precisely in the food and clothing sector. In order to carry out this investigation, we used a quantitative approach methodology, which was materialized in a questionnaire survey, having obtained a sample of 212 individuals. Based on the results, it was possible to identify that the changes that occurred due to the pandemic, indirectly or directly, affected the behavior of consumers at the time of purchase. [ABSTRACT FROM AUTHOR]

Internet travel advertising shapes and influences consumer behaviour and purchase decisions. The quality and form of the messages conveyed through these advertisements directly impact customer purchasing intent. Considering the information-intensive nature of the tourism industry and the growing significance of online platforms in destination marketing, web-based advertising has emerged as a popular method for promoting travel products to consumers. The initial perception of the destination showcased in the ad, and its presentation can substantially influence social interactions and ultimately affect how information about it is shared among acquaintances, both online and offline. By creating persuasive and captivating ads, marketers have the power to influence consumer behaviour profoundly and arouse their interest in various destinations. Therefore, this study focuses on the interactions between attitude towards the region, advertising design, and social interaction and how these can affect word-of-mouth behaviours in tourism promotional videos. The study collects 906 responses and examines the data using a structural equation model. For this purpose, a quantitative methodology using the SMART-PLS program was used. This study's findings highlight the importance of social interaction in spreading word-of-mouth, emphasising the crucial role of captivating visual design in creating positive associations with the brand. In addition, the mediating role of social interaction has also proved essential in the influence of visual design in ads on the spread of word-of-mouth among video viewers. These results are essential for marketing professionals, providing indispensable guidelines for creating persuasive and impactful content in tourism promotion videos. [ABSTRACT FROM AUTHOR]

The landscape of online hotel booking, particularly through online travel agencies (OTAs), witnessed a transformation during the COVID-19 pandemic. This shift triggered intense competition among OTA marketers. Interestingly, amidst this competitive environment, while causal predictive models exist that focus on moderate to high effects of major features on Price and hotel BI, the strategic impact of minor features has largely been overlooked. To address this gap, a frequency analysis involving a comprehensive sample of 63 OTAs identified four minor features. Subsequently, a partial least squares structural equation modeling approach explored 499 consumers' perceptions. Two features were shown to be significant (COVID-19 Hygiene Label, Price Discount), with COVID-19 Hygiene Label mediating Price. However, Scarcity and Loyalty Program showed no direct or mediating effects. The model accounted for a strategic 29.8% R2. As COVID-19 is an ongoing recurring issue and preparation for future pandemics is prudent, the results provide valuable insights for OTA app developers aiming to gain additional predictive marginal performance advantages (i.e., .10 or greater). Implications and suggestions for future research are also offered. [ABSTRACT FROM AUTHOR]

With the relaxation of China's birth policies and the dual independence gained by Chinese women in both mental and economic aspects, maternity wear, as an essential item for pregnant women, has an enormous design space and a growing consumer market, attracting increasing attention from all quarters [1]. However, due to the continuous changes in pregnant womens body shapes and the fact that most women need to continue working and socializing during the early and middle stages of pregnancy [2], maternity wear has a short wearing cycle and rapid turnover [3] leading to the current unsustainable consumption of maternity wear. This study aims to explore the impact of environmental awareness on the sustainable consumption behavior of maternity wear. Specifically, the study objective is to use Grounded Theory to analyze sustainability issues within maternity wear consumption and identify the factors and stages influencing sustainable consumption behavior through online searches for relevant reports and comments. We address 2 research questions. RQ1: How to improve the sustainability of maternity wear to reduce unsustainable consumption? RQ2: How does environmental awareness influence sustainable consumption behavior in maternity wear? This article, based on Grounded Theory, to ensure the timeliness of comments and reports, conducted sample data collection from 2019 to 2022. We conducted searches using keywords such as "sustainable maternity wear," "ecofriendly maternity wear," "sustainable fashion," "maternity wear consumption," and "postpartum clothing consumption." We obtained a total of 1086 relevant articles and materials. After careful screening, we narrowed down our searches and organized 45 feasible textual materials for our study. Through online searches for relevant reports and comments regarding sustainable consumption of maternity wear, it identified consciousness-related influencing factors and three stages of sustainable maternity wear consumption behavior. Furthermore, it proposed reference recommendations for promoting sustainable consumption of maternity wear through management practices. [ABSTRACT FROM AUTHOR]

One of the most important and fundamental parts of today's business world is advertising. Advertising is necessary for both business and consumers. We can now observe that the advertising industry has experienced substantial changes and is now employed globally. An advertising company has found this platform to be quite useful for increasing revenue by influencing the online users' behaviour, which may change in either a positive or bad way. Therefore, the primary topic of this study paper is on how internet advertising affects consumers' online behaviour in UiTM Shah Alam. Through surveys, we gathered information about two sets of variables: Internet Users' Behaviour (Purchase Intention, Effective Medium, Frequency of Browsing, and Demographic Variable), and sets of variables Internet Advertising (Webpage Content, Informativeness and Interactivity). To determine the aspects of internet advertising influencing internet users' behaviour, Canonical Correlation Analysis was applied to the data that was gathered. Internet advertising and internet users' behaviour are significantly correlated, according to the results analysis. As a result, Internet advertising plays a big role in influencing consumers' behaviour because of its close connection to their purchasing decisions. Based on findings, it can be concluded that internet advertising plays significant roles in examining internet users' behaviour, which may be advantageous for many industries globally, particularly in current era of digitalization. With information on consumer behaviour both now and in the future, these findings can assist marketers and advertisers in developing more effective online advertising strategies that better engage young adults' attention and influence their behaviour, particularly with regard to purchase intention, leading to a misalignment. It will then be able to create more successful online advertising. [ABSTRACT FROM AUTHOR]

This study provides and validates a thorough explanation of the factors influencing customer's decision to choose a celebrity endorsement and the subsequent impact on their purchasing behaviour. A sample of 250 respondents from Ranga Reddy District was chosen for this study, and data was gathered using a non-probabilistic convenience sampling technique. It was determined through the use of factor analysis that consumers are strongly motivated to purchase a product if celebrities are associated with it. The major elements that boost a celebrity's reputation are their attractiveness, familiarity, credibility, and reliability. A familiarity between the celebrity and the potential customers is a requirement for the businesses. Furthermore, for a celebrity endorser to have an effective influence on consumers' buying decisions, the brand image and endorser's persona must be consistent. [ABSTRACT FROM AUTHOR]

This research aims to understand "the unusual buying behavior" of the Indian consumer market and their influence purchase decisions using a behavior technique tool consisting of five different variables such as Risk, Attitude, Norms, Ability and Self-Regulation (RANAS). The study employed convenient sampling and the questionnaire was circulated among the general public of all age groups and 300 responses were collected. A pilot study was conducted to check the reliability and validity of the questionnaire. The researcher used descriptive and inferential statistics (quantitative approach) to analyze the data. The primary data was analyzed using Percentage analysis, Chi-square, Pearson correlation test and Factor analysis in the IBM SPSS software. The findings of the study reveal not many feared the risk of contracting the risk, what drove everybody crazy was some of the incidents experienced during the lockdown such as - the misinformation spread by media, panic news spread by peers and social circles and previous purchasing decisions. According to the convenience of these decisions, people either opted for stockpiling or panic buying. One of the interesting findings is that people have been stocking non-perishable goods like sanitizers, masks, and other essential pharmaceuticals and at the same time, have been frequently visiting shops to buy perishable goods like vegetables, fruits, baby foods, milk and other essentials of the category. Hence the Ability and Attitude of individuals and societal norms have majorly influenced the buying behavior of Indian consumers and made it seem so unusual. [ABSTRACT FROM AUTHOR]

In the recent years, developments with technology and the internet have expanded rapidly. A good majority of business is now done online, and online shopping has become widely used. With the number of people that make use of online shopping, the websites and applications that run these are now able to gather a large amount of data in relation to how consumers behave on their platform. This data can be analyzed to develop a machine learning model that will be capable of predicting consumer behavior in real-time and allow the platform to act accordingly. In this study, a supervised machine learning model, particularly a support vector machine, is developed using an online shopping behavior dataset. Forward sequential feature selection is used with cross-validation in order to determine the most important predictors in the dataset and Bayes' optimization is used with the SVM in order to determine the best set of hyperparameters for the model. With holdout validation, the final accuracy on the test set was found to be 89%. [ABSTRACT FROM AUTHOR]

Anisakiasis is caused by the ingestion of raw or half-cooked fish contaminated with live parasitic larvae of Anisakis. Apart from Anisakiasis, the presence of a thermal-stable allergen produced by this parasite may cause an adverse health effect when the contaminated products were consumed by humans. The changes in consumer behaviors toward the consumption of raw or half-cooked fish increase the probability of the disease. Furthermore, frozen fish was generally used as raw materials in many fish products in Indonesia (i.e., salted-boiled fish and canned fish) which may contain the allergen. This research aimed to provide information on the occurrence and identity of zoonotic parasites from frozen imported raw fish (i.e., Atlantic mackerel, Sardines, and Baby Tuna) in Indonesia. Fish samples were collected in situ from major importing companies in Jakarta, Semarang, and Surabaya or in situ at the port (Local FQIA). Identification of Anisakis was done visually and further identification was performed using molecular genetic tools, including PCR-RFLP and sequencing. Protein was identified using SDS PAGE. Nematode was identified by visual identification in 22 out of 97 fish samples that consist of Sardines (Sardina pilchardus, Sardinops cagax), Atlantic and Pacific mackerel (Scomber scombrus, Scomber japonicus), and baby tuna (Katsuwonus pelamis). The Anisakis simplex (sensu stricto) and A. typica. were identified with a percentage (from the total isolated Anisakis) of 91.67% (22/24) and 8.33% (2/24), respectively. The protein size isolated from Anisakis simplex (sensu stricto) was between 12 to 15 kDa and suspected as a thermal-stable allergen. [ABSTRACT FROM AUTHOR]

A current issue within this new era would be income increasing, getting weight, and changing behaviors of eating and drinking. Accordingly, there are increasing varieties of slimming tea beverage which related to images of healthy, oil-free, fat burning, etc. This study attempts to investigate the influence of consumers' personality upon the perception of collectivism and individualism; the result reveals that consumers who have higher level of collectivism perceived higher recognition than those of individualism. Therefore, the degree of recognition influences the purchasing behavior and willingness. In addition, the results reported Slimming Tea drink acquired the recognition and purchasing from consumers of collectivism which generated same response of the influence with national personality's (p<0.05). There is significant influence reported on the prediction of national personality upon Slimming Tea drink's perception and purchasing (p<0.001), and overall explanation ability referred to 13.4% and 9.7% individually. Finally, on the prediction ability of purchasing information toward the recognition of diet drink, herding behavior (β=0.301) higher than purchasing intention (β=0.211). [ABSTRACT FROM AUTHOR]

Nowadays, consumers are actively seeking products that can benefit and improve their health, such as probiotics. Probiotics is the living microorganism that confer several benefits to human health when administered at appropriate amounts. However, it has been found that majority thinks that probiotics mainly come from milk. So, it is important to emphasize that yoghurt also contain probiotics which is also contribute beneficial effects to humankind. The objective of this study is to identify the behavior of the consumer towards probiotics in yoghurt product based on socio-demographic factor and to analyze the perception and awareness of the consumer towards probiotics in yoghurt product and its benefit to human health. Online structured questionnaire was developed using Google Form by adopted and modified based on previous related journal and the link was distributed through social media. The data collection is involved among 188 respondents, but only 122 respondent data were selected after the data cleaning. Then, the data was analyzed using the SPSS software. Frequency on the socio-demographic profile was analyzed using descriptive analysis. Chi square analysis was conducted to determine the relationship between socio-demographic profile and behavior, perception and awareness towards probiotics and probiotics in yoghurt. The p-value<0.05 being used as significance difference. It can be concluded form the survey, that consumer aware, have improving behavior and perception towards probiotics and probiotics in yoghurt. [ABSTRACT FROM AUTHOR]

This research paper examines the intricate dynamics of youth consumer behavior in India with regards to sports shoes. With the rapid expansion of the sports industry and the increasing emphasis on fitness and athleticism among young people, it is crucial for businesses in the sports footwear sector to understand their preferences and purchasing patterns. In order to gain a comprehensive understanding of the factors that influence the choices of young consumers when it comes to sports shoes, this study adopts a mixed-methods approach, combining quantitative surveys and qualitative interviews. The quantitative analysis involves surveying a diverse sample of young consumers from different regions in India to collect data on their demographics, brand preferences, purchase motivations, and spending habits related to sports shoes. At the same time, qualitative interviews are conducted with a subset of respondents to delve deeper into their attitudes, perceptions, and emotional connections towards sports footwear brands and products. The research findings highlight the significance of brand image, product quality, price sensitivity, and the impact of marketing strategies in shaping the purchasing decisions of young consumers. Furthermore, cultural factors such as the association of sports shoes with fashion and lifestyle trends emerge as influential drivers of consumer behavior in this context. The implications of this study are relevant to both academia and industry, providing valuable insights for marketers and businesses targeting the growing youth demographic in India's sports footwear market. By understanding the complex interplay of factors that drive consumer behavior, companies can tailor their strategies to effectively engage and capture the preferences of this dynamic consumer segment, thereby fostering brand loyalty and achieving sustainable growth in the competitive sports shoes market. [ABSTRACT FROM AUTHOR]

The effect of online retargeting adverts on customers' buying decisions is examined in this study article. A mixed-methods research approach was used, incorporating the collection of both quantitative and qualitative data. 500 web users who were exposed to retargeting adverts made up the sample. According to the data, there is a link between seeing retargeting advertising and making decisions to buy, suggesting that the likelihood of buying increases with exposure to these ads. The significance of individualised and non-intrusive ad experiences is highlighted by the enormous influence that attitudes and perceptions towards retargeting advertising have on purchasing decisions. The report emphasises the necessity for marketers to take into account the sustainability and long-term implications of retargeting techniques, including elements like ad fatigue and privacy issues. The limitations of the study include a focus on a specific demographic and the use of self-reported measures. Future research could explore individual differences, the specific content and design aspects of retargeting ads, and comparative effectiveness across different advertising channels. The findings contribute to the understanding of the complex relationship between retargeting advertisements and consumer behavior, providing insights for marketers to optimize their advertising strategies and enhance purchase decisions. [ABSTRACT FROM AUTHOR]

In the contemporary business landscape, environmental considerations play a crucial role in shaping corporate strategies. Governments worldwide are actively addressing environmental issues, and the pursuit of environmentally sustainable development has emerged as a pivotal concern for businesses. Consequently, firms are increasingly turning to Green Marketing as a strategic approach to align with these environmental objectives. Green Marketing involves promoting and selling products or services based on their environmental benefits. Such offerings are either inherently eco-friendly or produced using environmentally conscious methods. The term "Green" has gained significant traction in today's environmentally conscious world, with public sentiment favoring green causes, making Green Marketing an effective tool for enhancing public relations and driving sales. The American Marketing Association (AMA) defines Green Marketing as the examination of the positive and negative impacts of marketing activities on pollution, energy depletion, and non-energy resource depletion. However, a fundamental assumption underlying Green Marketing is that consumers are willing to pay a premium for environmentally friendly products. This paper aims to scrutinize consumer awareness and assess the willingness of consumers to invest in green products, shedding light on the dynamics of the market in relation to environmentally sustainable offerings. [ABSTRACT FROM AUTHOR]

In this research paper Understanding the Dynamics of Consumer Behaviour, A study of how the customer recognise there needs before buying process in the Indian Market context is consider. This study is based on primary data collection. The conclusion and finding are based on the data which are collected through various category of customer who have different gender, different age, different education, different income, and different environment. In this research paper we find out that exactly or which elements are used to decide need recognition by the consumer in buying process. The features of Indian customer are very different as compare to other customer. So in this research I am doing the research on the one of the element of buying process that is the need recognition. For this research paper is based on primary data, which was collected through google form from various parts of the country. This research is mostly useful for manufacturer as well as marketing management teams for selecting the proper marketing mix policy for the fulfilment of their objectives in the best way. [ABSTRACT FROM AUTHOR]

The emergence of the internet and the widespread adoption of global social media platforms have propelled influencer marketing as the natural successor in the realm of digital marketing. Approximately one-third of the global population now connects to the internet and actively engage in social media activities at a regular basis. This has made influencer marketing uniquely position to exert substantial influence over consumer behaviour. The Influencer marketing approach involves leveraging social media influencers to convey a brand's message and connect with a specific target audience. Influencers are individuals who have garnered significant followings on social media and are acknowledged as reliable and influential figures within one or more niche markets. The success and efficacy of influencer marketing campaigns lie in the authentic connection influencers establish with their social media followers. Their ability to establish a personalized connection distinguishes them from traditional marketing tools, rendering everything they endorse more authentic, trustworthy, and relatable. [ABSTRACT FROM AUTHOR]

A unified retail world where customers may shop across various channels, anywhere, at any time, has been enthusiastically projected by business professionals. The term "omni-channel retailing" is frequently used to a strategic approach to delivering a consistent, coordinated, and cohesive experience across all possible brand channels and customer. Comparatively speaking, there have been relatively fewer attempts in academics to systematically classify the variety of multiple channel retailing that is currently available. As a result, the terms "multi- channel and "omni-channel" are used interchangeably. Through a literature study, a classification of multiple channel retailing, a literature classification table, and an example of a mobile Click and Collect shop, this article offers a categorization of multi- channel and Omni-Channel Retailing for retailers and academic purpose. [ABSTRACT FROM AUTHOR]

Digital marketing is expanding quickly in India. Many Indian businesses utilize digital marketing as a technique to get a competitive advantage. However, the success of a marketing strategy cannot be ensured by digital marketing alone. This report shows how digital marketing is being adopted and growing in India, along with the safety precautions that need to be taken to guarantee that the plan is carried out effectively and has the best possibility of boosting sales. The internet has changed customer shopping habits and with rapid technological developments accessing the internet has become easier than ever. People can access the internet whenever and wherever they like. Digital marketing is important as it affects how consumers are making purchase decisions to a certain extent. Digital marketing enables sellers to cement bonds and relations with prospects and customers through low-cost personalized communication regularly. The objective of this study is to take a review of the current level of the digital marketing and its impact on various prominent sectors of Indian economy. In Indian context the digital marketing has made inroads in manufacturing, services, agricultural -- all are important sectors of the Indian economy. The current trend indicates that in times to come there will be phenomenal growth of the digital marketing in India. [ABSTRACT FROM AUTHOR]

In the contemporary marketing landscape characterized by dynamic changes, the proliferation of digital platforms has significantly transformed how businesses engage with their target audiences. This research delves into the intricate dynamics between big data and digital marketing strategies, exploring the transformative potential arising from their convergence. Through rigorous and comprehensive analysis, we systematically unravel the nuanced impact of big data on optimizing marketing endeavors, customer targeting precision, and campaigns' overall efficacy. Drawing insights from existing literature, industry reports, and case studies, the paper delves into the intricate dynamics between big data and digital marketing strategies. The analysis encompasses the optimization of marketing efforts, precision in customer targeting, and overall campaign effectiveness. By scrutinizing the evolving paradigms in consumer behavior analysis, personalized marketing, and data-driven campaigns, the research sheds light on the mechanisms through which big data enhances decision-making processes and fosters innovation in the digital marketing realm. The findings contribute to a deeper understanding of the strategic integration of big data, offering valuable insights for businesses navigating the digital landscape in an era dominated by data-driven marketing practices. Purpose: Investigate the transformative potential of big data in optimizing digital marketing strategies, customer targeting, and campaign effectiveness. Methodology: Analyze existing literature, industry reports, and case studies to unravel the impact of big data through rigorous analysis. Findings: Big data optimizes marketing efforts through personalized experiences, improved targeting, and data-driven decision-making. It fosters innovation in consumer analysis, personalized marketing, and data-driven campaigns. Implications: Businesses can leverage big data to significantly enhance marketing success in the data-driven digital landscape. [ABSTRACT FROM AUTHOR]

Consumer Buying Behavior is a crucial aspect that influences individuals before purchasing a product or service, involving actions such as online searches and engagement with various media platforms. Understanding this process is essential for businesses to tailor their marketing strategies effectively. This paper explores the factors affecting consumer buying behavior, focusing on cultural, social, personal, and psychological aspects. Additionally, it delves into Corporate Social Responsibility (CSR) practices in India, examining the historical phases and evolution of CSR activities by companies. In conclusion, CSR has a positive impact on both restaurant businesses and consumer awareness. The majority of respondents are aware of CSR activities and acknowledge their positive effects, emphasizing the role of CSR in enhancing the quality of life and fostering a sense of responsibility among citizens. [ABSTRACT FROM AUTHOR]