author(s)
Jyotirmoy Koley

abstract
This study examines the influence of digital marketing on consumer decision-making in the Hooghly District of West Bengal. With the rise in internet access and smartphone usage, digital marketing channels have become pivotal in shaping consumer behavior. This study employs a mixed-methods approach, integrating both qualitative and quantitative methodologies, to capture the complexities of individual consumer behavior and broader population trends. A stratified random sampling technique was used to ensure representation across various age groups, income levels, and geographic areas, with a sample size of 70 respondents. The findings indicate that mobile advertising is more effective among urban consumers (68%) than rural consumers (50%), with an overall effectiveness rate of 60%. Social media platforms significantly influenced consumer decisions, affecting 75% of the urban population and 57% of the rural population. Online reviews have a substantial impact on both urban (85%) and rural (66%) populations, underscoring the critical role of peer evaluation. Influencer marketing had a moderate effect, with urban consumers (60%) being more susceptible than rural consumers (42%). E-mail marketing demonstrates limited reach, particularly in rural areas (36%). The study also identifies challenges related to digital literacy, internet connectivity, socio-economic disparities, linguistic and cultural barriers, and trust and security concerns that impede the effectiveness of digital marketing in rural regions. The findings underscore the necessity of digital marketing strategies that consider the unique characteristics and challenges of both urban and rural areas in the Hooghly district to enhance the efficacy of digital marketing efforts.