Exploring the Influence of Digital Marketing on Consumer Behavior in the Advertising Industry in Jamaica

The rapid growth of digital platforms has fundamentally reshaped the advertising industry in Jamaica, creating innovative channels for brand engagement. Despite the widespread adoption of digital marketing, its influence on consumer engagement, brand perception, and decision-making remains relatively underexplored in the Jamaican context (Smith, 2020). This qualitative-dominant methods study explores how digital marketing strategies are perceived and experienced by Jamaican consumers across different demographic segments. It identifies key factors shaping these perceptions, including personalization, cultural relevance, and privacy concerns (Jones & Brown, 2023). Utilizing a qualitative-dominant methods design, the study collected data from a quantitative survey of 169 Jamaican consumers to identify engagement patterns, supported by in-depth interviews and focus group discussions with twenty participants. The interpretation of findings is grounded in established models, including the Technology Acceptance Model (TAM), Customer Relationship Management (CRM) Theory, and the Theory of Planned Behavior (TPB), providing a robust framework for analysis. Findings indicate that consumer responses to digital marketing vary significantly by demographic profile, particularly age and income, with younger consumers demonstrating higher interaction levels. Trust and privacy sensitivity emerged as critical themes across all groups. The study emphasizes consumer narratives, perceived brand authenticity, and emotional responses to online campaigns as crucial markers of impact, rather than relying solely on direct, measurable outcomes (Miller & Davis, 2024). This research reveals a discerning consumer base defined by the primacy of visual appeal, cultural resonance, critical evaluation of social proof, and the ambivalence of the personalization-privacy paradox. The study concludes that consumer trust is intricately linked to perceived authenticity and ethical data stewardship, underscoring the need for human-centered marketing approaches in Jamaica. The findings offer theoretical insights by extending frameworks like TAM to a Caribbean context, practical recommendations for marketers focused on authentic and culturally-relevant strategies, and input for policy dialogue on data protection.