Digital Marketing Impact on Consumer Buying Behavior: Tesco Case Study

This research paper analyzes the impact of digital marketing on consumer buying behavior in the case of Tesco, UK. It explores the conceptual knowledge regarding digital media marketing and consumer buying behavior, identifies the impact of digital media marketing on consumer buying behavior, and recommends strategies for applying digital media marketing in persuading consumer buying behavior. The research design and methodology include explanatory investigation, primary data collection method, simple probability random sampling, accessibility issues, and ethical issues.