Affiliations: [a] Department of MBA, Panimalar Engineering College, Varadharajapuram, Chennai, Tamil Nadu, India | [b] MCKV Institute of Engineering, Liluah, Howrah, WB, India | [c] FORE School of Management, New Delhi, India E-mail: staneja@fsm.ac.in | [d] Department of CSE, Koneru Lakshmaiah Education Foundation, Vaddeswaram, AP, India | [e] KIET Group of Institutions Delhi-NCR, Ghaziabad, UP, India
Correspondence:
[*]
Corresponding author: H. Mickle Aancy, Assistant Professor, Panimalar Engineering College, Varadharajapuram, Chennai 602103, Tamil Nadu, India. E-mail: mickleaancy@gmail.com
Abstract: With its roots in traditional advertising, digital marketing has become a specialized field over the decade preceding. Brand marketers now have a greater number of direct and indirect channels to interact with their target customers as a result of the rise in the number of personal gadgets and their use. The digital world is expanding, particularly in social media and digital marketing. As a result, many businesses decide to investigate social media and create digital marketing plans, the effectiveness of which is monitored to increase advancement. This study’s goal is to investigate the variables that affect brand-consumer relationships and digital marketing. Researchers create and estimate a conceptual model of the influences of antecedent factors (such as perceived convenience, service quality, E-WoM, brand awareness, accessibility of websites, and sharing content) on digital marketing and brand-consumer relationships by attracting hypotheses of technological advances acceptance, uses, and gratifications. Utilizing data gathered from both an established and a growing market, the researcher empirically tests the model with a consumer-centric focus (India). Results from various markets show similarities and differences between markets in terms of factors that influence customer acceptance. Researchers glean implications for hypothesis and practice from the findings. The findings indicate that perceived convenience, service quality, website accessibility, and shared content impact digital marketing. Also, it was found that digital marketing impact brand and consumer relation.
Keywords: Digital marketing, channels, websites, personal gadgets, consumer
