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@article{166292,
        author = {Dr. Aditi Pareek},
        title = {Shaping Consumer Behaviour and Preferences: A Study of the Effectiveness of Digital Advertising Strategies},
        journal = {International Journal of Innovative Research in Technology},
        year = {2024},
        volume = {11},
        number = {2},
        pages = {1756-1760},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=166292},
        abstract = {Digital advertising is a cornerstone of contemporary marketing, offering unprecedented means to influence consumer behaviour and preferences. This research delves into the effectiveness of various digital advertising strategies, including targeted ads and influencer marketing, in shaping consumer behaviour and preferences. Through a combination of empirical data, case studies, and a comparative analysis, this paper provides insights into the key determinants of success in the digital advertising realm.},
        keywords = {Consumer Behaviour, Consumer Engagement, Digital Advertising, Digital Analytics, Digital Marketing, Influencer Marketing, Targeted ads},
        month = {July},
        }