The rapid advancement of digital marketing has significantly influenced consumer buying behaviour, particularly impulsive purchasing decisions. This study examines the impact of digital marketing strategies-such as personalized advertisements, social media promotions, influencer endorsements, and limited-time offers-on impulse buying behavior in Thoothukudi District. Using a mixed-method approach, primary data is collected through surveys and interviews with consumers who engage in both online and offline shopping. The study also explores demographic factors, psychological triggers, and digital marketing tools that drive spontaneous purchases. Findings highlight the extent to which digital marketing stimulates impulse buying and compare its effects across different consumer segments. The research provides insights into consumer psychology, aiding businesses in optimizing digital marketing strategies while promoting responsible consumer behaviour.

DigitalMarketing,ImpulseBuying,ConsumerBehaviour,OnlineShopping, Purchase decisions, etc.,