TAF PUBLISHING

This paper explores the complex relationship between consumer behavior and marketing strategies, demonstrating how understanding consumer decision-making processes can significantly increase the effectiveness of marketing efforts. Using a hybrid approach that combines quantitative data analysis with qualitative insights, consumer preferences, purchasing habits, and psychological factors influencing choices We analyze them. The study identifies key behavioral trends across different demographic segments and reveals the critical role of social influence, brand loyalty, and emotional engagement in shaping consumer behavior. The increasing expansion of social networks in various societies, including Iran, and their impact on people's consumption behavior is undeniable, due to the membership of many people in social networks and their visits to internet sites, it has provided an unparalleled opportunity for different users to market and introduce their products. The main issue of this study is the prioritization of online marketing strategies from the perspective of influencing consumer behavior. In this study, according to the above-mentioned conditions, online marketing strategies have been investigated and prioritized from the perspective of influencing consumer behavior using different decision-making criteria. We examine how these insights can inform the development of targeted marketing strategies that resonate with consumers. Specifically, we examine the impact of digital transformation on consumer interactions with brands and the growing importance of personalized marketing in strengthening customer relationships. These findings underscore the need for marketers to adapt strategies in response to customer expectations and technological advancements. Ultimately, this article supports a consumer-centric approach to developing a marketing strategy, emphasizing the importance of ongoing research on consumer behavior to stay ahead of the competitive market. By aligning marketing tactics with consumer insights, businesses can drive engagement, increase brand loyalty, and ultimately optimize their marketing performance. This research provides a framework for integrating behavior analytics The consumer contributes to the broader field of marketing in strategic planning and decision-making processes.