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@article{168033,
        author = {DR. HIRA PRASAD YADAV},
        title = {FROM SOCIAL PROOF TO PERSONALIZATION: A COMPREHENSIVE STUDY ON DIGITAL AGE CONSUMER BEHAVIOUR},
        journal = {International Journal of Innovative Research in Technology},
        year = {2024},
        volume = {11},
        number = {4},
        pages = {1090-1098},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=168033},
        abstract = {The study explores the shift in consumer behaviour in the digital era, highlighting the importance of e-commerce, social media, and tailored marketing strategies. Online shopping platforms have become popular due to convenience and product selection, while traditional retail stores are still crucial. Social media platforms like Instagram and YouTube are key for product discovery and decision-making, with 49% of individuals discovering new products there. Influencer marketing and user-generated content significantly influence consumer trust and purchasing decisions, with 92% favouring peer recommendations over conventional advertisements. The study also explores the effectiveness of personalized advertising, a popular strategy among 65% of consumers, while addressing ad fatigue and concerns over data privacy. The study emphasizes the need for businesses to implement integrated marketing strategies that balance online and offline efforts, emphasize transparency in data handling, and capitalize on social media's impact.},
        keywords = {Consumer Behaviour, Digital Era, E-commerce, Social Media Marketing, Online Shopping Platforms},
        month = {September},
        }