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@article{202818,
        author = {Karen Susan Mathew},
        title = {DIGITAL MARKETING INFLUENCE ON WELLNESS PRODUCT ADOPTION AND WELLNESS BEHAVIOUR AMONG YOUNG CONSUMERS},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {12},
        pages = {7713-7718},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=202818},
        abstract = {The increasing influence of digital marketing has significantly affected consumer behaviour, particularly in the wellness sector among young consumers. This study examines the impact of digital marketing on wellness product adoption and wellness behaviour. The objectives of the study were to analyse the influence of digital marketing exposure on purchase intention, evaluate the role of consumer perception factors such as trust in influencers, health consciousness, and wellness awareness, and assess the moderating effect of price constraints on purchase behaviour. The study adopted a quantitative research approach using a structured questionnaire, and primary data were collected from 200 respondents. Statistical tools such as Cronbach’s Alpha, Composite Reliability, Factor Analysis, Regression Analysis, and Path Analysis were used for data analysis. The reliability results indicated good internal consistency of the constructs. The findings revealed that digital marketing exposure significantly influences purchase intention toward wellness products. Consumer perception factors also positively affect wellness product adoption, while price constraints did not show a significant moderating effect on purchase behaviour. The study concludes that digital marketing plays an important role in shaping wellness-related consumer behaviour among young consumers.},
        keywords = {Digital Marketing, Wellness Products, Purchase Intention, Consumer Behaviour, Health Consciousness, Trust in Influencers, Wellness Awareness, Young Consumers, Social Media Marketing, Wellness Product Adoption, Path Analysis},
        month = {May},
        }