International Journal of Research and Scientific Innovation (IJRSI)
Role of Digital Marketing on Consumer Buying Behaviour in the Passenger Vehicle Segment
Published February 18, 2026 • Vol. 13, Issue 1, pp. 2629–2634Open Access
DOI: 10.51244/IJRSI.2026.13010226
Abstract
The increasing use of digital platforms has transformed consumer decision-making in the passenger vehicle segment. This study investigates the influence of digital marketing channels, online reviews, and electronic word-of-mouth (eWOM) on consumer purchasing behaviour. Data were collected from 150 respondents in Ayodhya through a structured questionnaire and analyzed using means, standard deviations, correlations, and t-tests in MS Excel. The results indicate that digital tools such as YouTube videos, comparison websites, official brand sites, and customer reviews exert a significant impact on car buying decisions, with average Likert scores ranging from 3.03 to 3.68. Online reviews and eWOM contribute to trust-building, facilitate option narrowing, and reduce perceived purchase risk. The study establishes a clear association between digital marketing and consumer purchase decisions, highlighting the central role of internet marketing in the contemporary car-buying process.
Keywords: Consumer buying behaviour, Digital marketing, electronic word-of-mouth (eWOM), Passenger vehicles, Online reviews
| Journal | International Journal of Research and Scientific Innovation (IJRSI) |
|---|---|
| ISSN | 2321-2705 |
| Volume / Issue | Volume 13, Issue 1 |
| Pages | 2629–2634 |
| Publication date | February 18, 2026 |
| DOI | 10.51244/IJRSI.2026.13010226 |
| Publisher | RSIS International |
| License | Open Access |
How to cite this article
Supriya Mukharjee, Dr. Nimish Mishra, & Suraj Singh (2026). Role of Digital Marketing on Consumer Buying Behaviour in the Passenger Vehicle Segment. International Journal of Research and Scientific Innovation (IJRSI), 13(1), 2629-2634. https://doi.org/10.51244/IJRSI.2026.13010226
BibTeX
@article{Supriya2026,
title = {Role of Digital Marketing on Consumer Buying Behaviour in the Passenger Vehicle Segment},
author = {Supriya Mukharjee and Dr. Nimish Mishra and Suraj Singh},
journal = {International Journal of Research and Scientific Innovation (IJRSI)},
volume = {13},
number = {1},
pages = {2629--2634},
year = {2026},
doi = {10.51244/IJRSI.2026.13010226},
publisher = {RSIS International}
}