Articles

Exploringthe Advantages and Disadvantages of Mobile Banking Adoption Volume No.1 (2025) / Issue No.1 (March) / 5/Page(43-49) Author Name : Padmanjali K and R Selvi In the Indian banking industry, automation has continuously been a major force behind change, especially in the areas of operations, procedures, services, and structure. The awareness, use, and salient characteristics of mobile banking among people in the Davanagere District are the main subjects of this study. It provides a thorough analysis of the benefits and drawbacks of mobile banking in order to determine which characteristics are most important in differentiating users from non-users. The study also intends to investigate the significance of mobile banking services and assess their advantages and disadvantages. Books, research papers, articles, and online platforms are the primary sources of secondary data used in this study. Keywords: Mobile Banking, Financial Services, ATM’s, Digital Banking, Telecommunication, Devices DOI : https://jcrs.dravidianpublication.com/ Read More Or Download Now

IMPACT OF DIGITAL MARKETING ON CONSUMER BUYING DECISIONS FOR BEAUTY AND COSMETIC PRODUCTS: A STUDY IN TUMKUR CITY Volume No.1 (2025) / Issue No.1 (March) / 4/Page(30-43) Author Name : Amira Zainab Khanum M and Noor Afza This study explores the influence of digital marketing on consumer buying behaviour within the beauty and cosmetic industry in Tumkur City, a semi-urban area in India. In recent years, digital marketing has emerged as a transformative force in shaping consumer preferences, particularly in sectors like beauty and cosmetics, which heavily rely on visual appeal, brand perception, and peer influence. The research adopts a quantitative approach, utilizing structured surveys to collect data from a diverse sample of consumers. Key variables examined include digital marketing exposure, consumer perceptions of digital content, brand engagement on digital platforms, and the impact of online promotional strategies on purchasing decisions.The findings reveal that digital marketing tools—especially social media advertising, influencer endorsements, and e-commerce platforms—play a pivotal role in influencing consumer awareness, interest, and ultimately, their buying decisions. Social media platforms such as Instagram, YouTube, and Facebook are found to be highly effective channels for engaging consumers and driving product discovery. Influencer marketing, in particular, has shown a strong correlation with trust-building and purchase intent, especially among younger demographics. Additionally, the convenience and accessibility of e-commerce websites significantly enhance consumers’ willingness to explore and purchase beauty products online. By focusing on a semi-urban Indian setting, the study offers valuable insights into the digital consumer journey in less urbanized markets, highlighting both opportunities and challenges for marketers. The research contributes to the growing body of literature on digital marketing in emerging economies and provides practical implications for beauty and cosmetic brands aiming to optimize their digital strategies. These include the importance of localized content, strategic influencer partnerships, and a seamless online shopping experience tailored to regional consumer needs and preferences. Keywords: Digital Marketing, Consumer Behavior, Beauty Products, Tumkur City DOI : https://jcrs.dravidianpublication.com/ Read More Or Download Now