Exploring the Impact of Digital Marketing on Rural Consumer Behavior: A Comprehensive Study

Abstract

As the global marketplace becomes increasingly digitalized, understanding the dynamics of consumer behavior in rural areas is crucial for marketers aiming to bridge the urban-rural digital divide. The objectives of the study include analyzing digital engagement patterns in the rural areas of the National Capital Region (NCR). This study investigates the effect of digital marketing on the behavior of rural consumers, shedding light on the evolving landscape of marketing strategies in non-urban settings. It further identifies the various platforms of digital marketing through which any product or services are being offered to the rural population. The paper examines the level and extent of change in rural consumer behavior owing to digital marketing.