Mr. Mac\\\'holder Mazumbo

An Analysis of the Impact of Digital Marketing on Consumer Behavior and Purchase Decisions in the Retail Industry

2026 · Zenodo (CERN European Organization for Nuclear Research)

The rapid integration of digital marketing has significantly transformed the global retail industry, influencing consumer behavior, purchasing decisions, and brand engagement. With the expansion of e-commerce, social media marketing, search engine optimization (SEO), email campaigns, …