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@article{193899,
        author = {Dr. Vaibhav Kale and Dr. Amol Nikam and Ms. Sucheta Chaudhari and Ms. Shweta Homkar},
        title = {Role of Digital Marketing in Shaping Consumer Preferences for Footwear Products},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {10},
        pages = {1929-1932},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=193899},
        abstract = {The behavior of consumers is affected by personal tastes, attitude, motivations as well as perceptions. These together with the needs and wants of consumers influence purchase behavior of both products and services. Over the last several years, the population experienced a critical change in consumer behaviors because of the fast development of digital technologies. This research center is based on the consumer behavior of an information technology enabled market. In the digital world today, mobile applications, social media, and electronic word-of-mouth are fairly important in shaping consumer buying decisions. Marketing activities have gained the use of information technology (IT). The large accessibility of information and the development of the communication channels have changed the interrelation between marketing and consumer behavior. The industry 4.0 technological advancements have greatly influenced the consumer expectations and behavior. This paper analyzes technological developments and emerging trends that affect the way business is done and consumer purchasing patterns. The contemporary customer-dominated market is evolving very fast in terms of purchasing behavior among the customers. The consumer behavior is different depending on the characteristics of the product, price, quality, packaging, brand status, and other demographic factors like age and generation.},
        keywords = {Digital Marketing, Consumer Behaviour, Online Shopping, Footwear Products, Technology Adoption.},
        month = {March},
        }