A STUDY ON THE INFLUENCE OF DIGITAL MARKETING STRATEGIES ON CONSUMER PURCHASE INTENTION FOR IPROSPECT INDIA, CHENNAI

This study examines the influence of digital marketing strategies on consumer purchase intention, with specific reference to iProspect India, Chennai. It evaluates the impact of Social Media Marketing (SMM), Online Advertising Effectiveness (OAE), and Influencer Marketing (IM) on Consumer Purchase Intention (CPI). A descriptive cross-sectional design was adopted, and primary data were collected from 120 digitally active consumers in Chennai using a structured five-point Likert scale questionnaire through convenience and purposive sampling (2024–2025).Data were analysed using IBM SPSS Statistics, applying correlation and regression techniques. The results show significant positive relationships between all three variables and purchase intention (r = 0.470–0.566, p < 0.01). The model explains 40.8% of the variance (F = 26.696, p < 0.001), with Social Media Marketing as the strongest predictor (β = 0.335). The instrument demonstrated high reliability (Cronbach’s Alpha = 0.952).The study concludes that integrated and personalised digital marketing strategies significantly enhance consumer purchase intention.