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Stream/Area:
-
Subject:
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Paper ID:
IJSREM67981
Volume:
10 |
10 |
Oct 2026
Pages:
1-10
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Department of Management Studies
Vels institute of science, technology and advance studies - pallavaram
Department of Management Studies
Vels institute of science, technology and advance studies - pallavaram
This study looks into a key issue facing just about all customer-oriented companies: the question of whether digital outreach techniques (social networks, email messages, WhatsApp communications, and online ads) are indeed more effective than traditional outreach methods (e.g., telephone calls, personal visits, referrals, and word of mouth) in influencing the consumers’ involvement in the process of making decisions to buy a particular good, or whether efficiency depends on a specific stage of the guest journey and characteristics of a transaction. The research has collected data from 163 participants through the usage of a structured questionnaire, which included 25 items measuring perceived factors (accessibility, trust, personalization, and speed) and downstream impact (queries, confidence, satisfaction, probability of recommendation) on the 5-point scale. The study applied different statistical methods, including percentage analysis, descriptive statistics, correlation, linear regression analysis, and one-way ANOVA. The findings show no clear winner among the digital channels that were analyzed because the average scores of all 20 items are between 3 and 3.3. Digital outreach seems to win a little because of its speed, while traditional outreach is a little more efficient because of the degree of personalization and trust. The biggest and most frequent finding is that satisfaction is higher when digital outreach and traditional outreach are combined rather used by themselves, in which findings are consistent with past studies on hybrid/omnichannel marketing strategy.
KEYWORDS
The aim of this research was to find out if digital outreach is better than traditional outreach for influencing consumer engagement and decisions, or if this outcome could be affected by contextual factors. The results obtained do not allow for arriving at a straightforward answer to this question. The analysis of responses from 163 participants suggests that both digital and traditional outreach had similar performance regarding every variable measured, with digital being slightly better for speed and awareness and traditional being superior because of its increased levels of trust and personalization. Regression analysis shows that perceived outreach quality has a true predictive power when it comes to future engagement and decision-making results, while ANOVA enables to confirm that this effect varies depending on respondents’ career. The key finding that turns out to be the most reliable and consistent with existing research is that the usage of both types of outreach together proves to be the most effective and non-embarrassing for businesses.
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Publication Date
10/14/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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Conflict of Interest
The authors declare no conflict of interest related to this research work.
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