Digital Marketing Transformation and Consumer Purchase Behaviour in Post-Pandemic Markets
DOI:
https://doi.org/10.65150/EP-jefrr/V2E10/2026-08Keywords:
digital marketing, consumer behaviour, personalisation, purchase intent, brand loyalty, ad fatigue, post-pandemic, social media advertisingAbstract
The rapid acceleration of digital marketing channels — including social media advertising, influencer partnerships, and personalised e-commerce experiences — has fundamentally reshaped consumer purchase behaviour in the post-pandemic era. This study examines how digital marketing strategies influence consumer trust, brand loyalty, and purchase intent across different demographic segments, with particular attention to the role of data-driven personalisation and targeted advertising. Drawing on survey data from 428 consumers and engagement analytics from 15 brands operating across multiple digital platforms, the paper investigates which marketing approaches most effectively convert online engagement into sustained purchasing behaviour. The findings reveal that personalisation strategies yield diminishing returns once consumers perceive excessive targeting, highlighting a critical balance point for marketers. The paper offers practical implications for marketing practitioners and contributes to consumer behaviour literature on trust and engagement in digitally-mediated markets.
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Copyright (c) 2026 Rezwan Hossain , Muhammad Shoaib, Darda Rahman (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
