Abstract

The digital era has fundamentally reshaped consumer behavior, creating more empowered, informed, and demanding customers who expect instant gratification, personalized experiences, and seamless digital interactions across various platforms. The main aim of this study is to discuss the characteristics of consumer behaviour in Digital marketing and study the influence on digital marketing on consumer satisfaction. Key factors include personalization, user interface (UI) design, and communication efficiency across platforms like social media and email, and customer service effectiveness. High satisfaction leads to growth, while dissatisfaction can drive customers to competitors and damage a brand's reputation. Digital Marketing offering effective and efficient digital support to resolve issues and manage expectations.