Abstract: Digital marketing has emerged as a powerful tool for businesses to connect with consumers in diverse markets. While much research has focused on its impact in metropolitan cities, there is limited exploration of its role in tier-II cities where consumer behavior is influenced by affordability, accessibility, and digital literacy levels. This study investigates the influence of digital marketing strategies on consumer purchase decisions in tier-II cities of Kerala. By surveying 150 respondents and analyzing promotional practices adopted by small and medium businesses, the study identifies key drivers such as social media advertising, search engine optimization, influencer marketing, and mobile-based promotions. Results reveal that consumers in tier-II cities are increasingly influenced by targeted social media campaigns and word-of-mouth through digital platforms, though trust and affordability remain critical factors. The findings highlight that small businesses in tier-II regions can achieve competitive advantage by adopting cost-effective digital marketing tools that align with local consumer preferences.

Keywords: Digital marketing, Consumer behavior, Tier-II cities, Purchase decisions, Social media marketing

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