Sarita Rani and Dr. P.R. Dadhich 2026. A Study On The Impact Of E-Commerce Marketing On Consumer Buying Behaviour In India: An Analytical Perspective. International Journal of Multidisciplinary Innovations & Studies. 2, 3 (Jul. 2026), 16–34. DOI:https://doi.org/10.64675/ijmis.v2.i3.2026.02.