Consumer Behavior Towards Electronic Gadgets in India: Influence of Digital Discounts and Social Media Influencers

The rapid growth of digitalization and e-commerce platforms has had a significant impact on consumer behavior in India, particularly with regard to the purchase of electronic goods. This review article aims to investigate the ways in which digital discounts and social media influencers influence consumer decision-making. Secondary data sources like industry reports, government publications, and journals that have been looked at by other researchers form the basis of the study. Digital discounts like flash sales, cashback incentives, and holiday deals have been shown to have a significant impact on price-conscious Indian customers. Social media influencers simultaneously increase product visibility, trust, and desire to buy through reviews and endorsements. On the other hand, the effect is different for different demographic subgroups, with younger customers being more open to it than older customers. This study focuses on how economic incentives and social validation work together to influence purchasing decisions and suggests ways for marketers to use both effectively to achieve promotional objectives.