Abstract: This study examines the effect of digital marketing on consumer buying behaviour using a Partial Least Squares Structural Equation Modelling (PLS-SEM) method based on the Technology Acceptance Model. The study integrates the key dimensions of digital marketing, which include digital advertising, social media marketing, and content marketing and determines their effect on consumer perceptions, including the perceived usefulness and perceived ease of use perceptions. Structured questionnaire was used to collect primary data through respondents and analyse the data using SmartPLS. The results obtained indicate that digital marketing has a great impact on both perceived usefulness and perceived ease of use. These constructs in turn have a significant and positive influence on consumer buying behaviour, which indicates their mediating role in the association between digital marketing and purchase decisions. The structural model shows sufficient explanatory strength and predictive applicability, and it proves the strength of the proposed framework. The existence of all the hypothesized relationships was statistically significant. In the study, online purchasing is more likely to be conducted by consumers when they perceive the online marketing platforms to be useful, informative and easy to use. This study adds to the current body of literature, and it can offer marketers and policymakers to further improve digital marketing engagement and consumer trust.
Keywords: Digital Marketing; Consumer Buying Behaviour; PLS-SEM; Perceived Usefulness; Perceived Ease of Use; Technology Acceptance Model; Social Media Marketing; Digital Advertising.
Title: Impact of Digital Marketing on Consumer Buying Behaviour: A PLS-SEM Approach Based on the Technology Acceptance Model
Author: B.V.Bhuvaneswari, Dr.T.Kannan
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 14, Issue 1, April 2026 - September 2026
Page No: 313-322
Research Publish Journals
Website: www.researchpublish.com
Published Date: 06-May-2026
