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Seminar paper from the year 2022 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 10, , language: English, abstract: The research aim is to address the impact of digital marketing on consumer psychology. Traditional marketing strategies are currently being replaced with digital marketing strategies as a result of highly competitive nature of the firm and the technical developments enabled by usage of the internet. Digital marketing spans a wide area in a market with intense competition. It comprises looking at company strategies that use digital technology to save costs while also expanding operations globally. Digital marketing has a greater opportunity for business growth in the coming years since consumers are happy when making purchases online and believe it to be more secure than traditional marketing. Consumers can now review product specifications and compare performance as needed because of digital marketing, providing them the flexibility to choose and the mobility to place orders wherever they are, whenever they want. As a result of improved technology and increased online contact, consumer connectedness is increasing every day, altering consumer preferences as well as requiring that businesses understand consumer psychology. This research investigates how consumer psychology is impacted by digital marketing. Digital marketing may eventually replace traditional marketing due to its positive impact on consumer psychology. The following research objectives are going to be looked at: 1. To explore the conceptual understanding of digital marketing and consumer psychology 2. To analyse impact of digital marketing on consumer psychology toward purchasing decision 3. To select an appropriate framework for assessing the consumer psychology of online shoppers