The rapid proliferation of digital technologies continues to reshape consumer behaviour and the marketing landscape. Digital marketing harnesses interactive technologies such as social media, search engines, programmatic advertising, and mobile platforms to influence consumer preferences, engagement, and purchase decisions. This research systematically reviews recent scholarly literature (2022–2025) to understand how digital marketing impacts consumer behaviour, including variables such as trust, personalization, social influence, technology acceptance, privacy, and risk perceptions. Using a qualitative approach and thematic synthesis, this paper highlights key determinants, theoretical perspectives, research gaps, and practical insights. Findings indicate that digital marketing significantly influences consumer decision processes, yet challenges such as privacy concerns and ethical considerations persist. The paper concludes with recommendations for future research and practical applications for marketers.