Internet shopping in India is at its boom today. It transformed the way shopping happened earlier. Consumer purchase decision in Online shopping was need driven followed by other basic steps as was described in previous consumer decision-making studies but in recent years with advent of digital marketing, the buying cycle of consumer underwent a drastic change and purchase happening with need triggers are now driven by certain other factors which this study tries to dig out through 50 peer-reviewed research papers from popular databases which were filtered from 100 articles from similar research areas. The purpose is to throw light on the conceptual framework that assumes reshaping of web consumer’s decision making cycle with the advent of E-marketing strategies in the virtual shopping world.Data in form of peer-reviewed research papers is collected from via computerized search in seven databases-ProQuest (ABI/INFORM), Elsevier (Science Direct), EBSCOhost,JSTOR,INFORMS,IEEE, and Google Scholar. Out of 100 shortlisted articles in similar research domains,50 best and relevant articles were filtered and then research findings from each were collaborated to find out four major elements of digital marketing affecting consumer mind.The key findings demonstrate that digital marketing elements such as Influence of involvement in E-Commerce website and its Mobile application, Reviews, recommendation and ratings shared by web users, Effect of social media usage &E-deals and advertisements like pop up ads, searchads, videoads, promotional campaigns etc as revealed indepth literature review are affecting the consumer decision making cycle of web users.This study has various practical and managerial implications and gives insight to marketers to spend more on their digital marketing activities and create effectively and customize social media,emailer,live interaction digital marketing campaigns to tap the potential of e-marketing and huge online consumer base. Also, it gives researcher directions to develop new theories studying the effect of digital marketing strategies in offline setup.This papers throw light on particular digital marketing activities which have over past few years reshaped the consumer mindset and their purchase process and moved beyond the concept of buying and selling in online shopping as explained by TAM (Technology Acceptance Model).Review of Literature attempts to throw light on how these digital marketing strategies are utilising the power of social media, search engine, consumer reviews and twisting them to trigger the artificial need for the product.
Volume 11 | 08-Special Issue
Pages: 2665-2680