Research on the impact of digital marketing campaign strategies on consumer buying intention

Consumer psychology and shopping motivation continue to evolve in line with technological advancements. To address an immense number of audiences and to understand the purchaser's behaviour, campaigns for digital marketing are pretty crucial for an organisation. However, the purchasing propensity cannot be precisely measured and portrayed by traditional tools. With this limitation, the study managed to deliver an ML-based consumer buying intention analysis method, based on analysis from consumer data through online advertisements using machine learning algorithms. Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) applied will allow ML-CBIAM to have precise all-inclusive understanding of customer habit and preference. Simulated results indicate that ML-CBIAM is superior to the state-of-the-art methods in terms of accuracy and coverage in predicting purchase intent through different campaign techniques. This approach helps firms optimise marketing strategies, increase profits, and strengthen customer relationships.

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