Loading article...
Loading article...
Stream/Area:
-
Subject:
-
Paper ID:
IJSREM67316
Volume:
10 |
9 |
Sep 2026
Pages:
1-7
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 Commerce
Annamalai University
Department of Commerce
Annamalai University
Introduction The rapid development of digital technology has changed marketing strategies as it allows companies to interact with consumers via social media, search engine optimization, website development, email marketing. Nevertheless, it is more effective to use these services than just because of their perceived usefulness and also due to adoption and usage issues. This research empirically assesses the effectiveness and limitations of digital marketing tools from a user’s/business perspective. The primary data should be gathered by means of an organized survey covering aspects like customer reach, communication effectiveness, advertising effectiveness, customer engagement, cost-effectiveness, accessibility issues like privacy concerns, cyber security threats; information overload; changing algorithms; technical limitations; and lack of digital skills. Descriptive statistics and appropriate inferential techniques may be used for analyzing perception and relationship among variables studied. The results will be to find out some of those key factors affecting perceived usefulness for digital marketing tools; also, to determine how significant is it to users’ experience with them. Existing empirical evidence shows that perceived usefulness, ease of use, and compatibility can positively influence digital and social media marketing adoption, while costs and organizational constraints may act as barriers. Discussion/Conclusion The research contributes to the growing literature on digital marketing through providing empirical evidence of its advantages and limitations of digital marketing platforms. These results will help business owners and advertisers choose suitable websites; develop a successful online marketing strategy; improve customer relations; overcome technological limitations.
KEYWORDS
This research concludes to be an effective tool to expand customers’ reach, increase brand recognition and customer engagement and marketing performance. There is an important positive correlation between perceived usefulness and effectiveness, whereas there are also strong negative correlations to effectiveness. Thus, organizations need to enhance their digital skills; improve cyber security; offer sufficient education; and adopt suitable social media strategies. Effective management of these issues would help to maximize advantages from digital marketing tools and sustainable marketing performance.
· Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177–1190. · Chatterjee, S., & Kumar Kar, A. (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53. · Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49, 51–70. · Lim, W. M., & Rasul, T. (2022). Customer engagement and social media: Revisiting the past to inform the future. Journal of Business Research, 148, 325–342. · Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177–1190. https://doi.org/10.1016/j.tele.2017.05.008 · Chatterjee, S., & Kar, A. K. (2020). Why do small and medium enterprises use social media marketing and what is the impact: Empirical insights from India. International Journal of Information Management, 53, 102103. https://doi.org/10.1016/j.ijinfomgt.2020.102103 · Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: Definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49(1), 51–70. https://doi.org/10.1007/s11747-020-00733-3 · Shankar, V., Grewal, D., Sunder, S., Fossen, B., Peters, K., & Agarwal, A. (2022). Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches. International Journal of Research in Marketing, 39(2), 541–565. https://doi.org/10.1016/j.ijresmar.2021.09.005 · Wiggins, C. D. (2022). Online customer engagement: A practical exploration of antecedents and metrics for new content marketers. SN Business & Economics, 2, Article 18. https://doi.org/10.1007/s43546-021-00186-y
Publication Date
9/16/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
Documents
Article Views
3
Total views since publication
PDF Downloads
6
Total downloads since publication
Geographic Reach
5
Digital Preservation: This article is permanently archived on Zenodo and complies with all data preservation standards across major indexing platforms.
Plagiarism Screening
This manuscript has been checked for plagiarism using TurnitinPlagiarismChecker software.
Conflict of Interest
The authors declare no conflict of interest related to this research work.
Funding Information
No funding information available for this research.
Related research in the same subject area
Loading similar articles...