Digital marketing has significantly influenced consumer purchasing behavior, particularly in Ludhiana, India. This study investigates the impact of digital marketing on consumer behavior, focusing on gender differences and the effectiveness of various digital marketing channels. The research involved a survey of 375 respondents in Ludhiana, using quantitative methods to gather data. The findings indicate that a majority of respondents, especially males with higher education levels, have a good understanding of digital marketing concepts and techniques. Digital marketing channels are perceived as having a substantial impact on consumer behavior and purchasing decisions, with a significant portion of respondents believing that digital marketing significantly influences their buying choices. Respondents showed varying levels of confidence in the information provided through digital marketing channels, with a large number considering it trustworthy. However, they also faced challenges such as information overload and privacy concerns. Despite these challenges, most respondents found it relatively easy to distinguish between accurate and misleading digital marketing content. The study highlights the importance of authenticity, relevance, and ethical engagement in digital marketing strategies to build consumer trust and loyalty. The research suggests that educational programs, clear disclosures, and improved data protection practices are essential to enhance consumer understanding and trust in digital marketing. Additionally, personalized marketing strategies and genuine customer interactions are recommended to improve consumer engagement and satisfaction. The study concludes that digital marketing plays a crucial role in shaping consumer behavior, and businesses must adapt to these changes to effectively reach and engage their target audience.Digital marketing has significantly influenced consumer purchasing behavior, particularly in Ludhiana, India. This study investigates the impact of digital marketing on consumer behavior, focusing on gender differences and the effectiveness of various digital marketing channels. The research involved a survey of 375 respondents in Ludhiana, using quantitative methods to gather data. The findings indicate that a majority of respondents, especially males with higher education levels, have a good understanding of digital marketing concepts and techniques. Digital marketing channels are perceived as having a substantial impact on consumer behavior and purchasing decisions, with a significant portion of respondents believing that digital marketing significantly influences their buying choices. Respondents showed varying levels of confidence in the information provided through digital marketing channels, with a large number considering it trustworthy. However, they also faced challenges such as information overload and privacy concerns. Despite these challenges, most respondents found it relatively easy to distinguish between accurate and misleading digital marketing content. The study highlights the importance of authenticity, relevance, and ethical engagement in digital marketing strategies to build consumer trust and loyalty. The research suggests that educational programs, clear disclosures, and improved data protection practices are essential to enhance consumer understanding and trust in digital marketing. Additionally, personalized marketing strategies and genuine customer interactions are recommended to improve consumer engagement and satisfaction. The study concludes that digital marketing plays a crucial role in shaping consumer behavior, and businesses must adapt to these changes to effectively reach and engage their target audience.