This research investigates the effects of digital marketing techniques, focusing on social networks marketing, influence marketing and online reviews, consumer behaviour within the electronic device industry. Analyse the influence of these strategies on purchase decisions, brand loyalty and repeated purchases. Conducted in Pollachi, Tamil Nadu, with a sample of 196 participants, the study reveals that social networks platforms, particularly Instagram and YouTube, significantly affect consumers' perceptions and purchase behaviour. The findings emphasize the success of the personalized content, the attractive ads and the endorsements of the influencers in the promotion of the participation and loyalty of the consumer.