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@article{196163,
        author = {B. Kavitha and T D Nagamani},
        title = {Impact Of Seasonal Campaigns in Digital Marketing: A Case Study of Shopping Apps Influencing Consumer Perspectives in Telangana},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {no},
        pages = {112-116},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=196163},
        abstract = {Digital marketing has become a major driver of consumer engagement in the modern retail environment, particularly through mobile-based shopping applications. Seasonal campaigns such as festive sales, limited-time discounts, and promotional offers play a crucial role in influencing consumer purchasing behaviour. This study examines the impact of seasonal digital marketing campaigns on consumer behaviour through shopping applications in Telangana. The research investigates how digital advertisements, In AI driven social media promotions, personalization techniques, location-based marketing, and push notifications influence consumer purchasing decisions. The study adopts a quantitative research approach using primary data collected through a structured questionnaire distributed via Google Forms. A total of 229 responses were considered for analysis. The findings reveal that seasonal campaigns, discounts, and social media promotions significantly influence consumer purchasing behaviour. Additionally, personalization and push notifications also contribute to consumer engagement. However, infrastructural limitations such as poor internet connectivity and limited access in remote areas affect the reach of digital marketing strategies. The study highlights the growing importance of AI driven and digital marketing strategies in shaping consumer behaviour and suggests improvements for enhancing marketing effectiveness in emerging digital markets.},
        keywords = {Seasonal Campaign, Digital Marketing, Shopping Apps, Consumer Perspectives, Pricing and Offers.},
        month = {March},
        }