IMPACT OF DIGITAL MARKETING STRATEGIES ON CONSUMER PURCHASE INTENTION: AN EMPIRICAL STUDY OF E-COMMERCE PLATFORMS IN CHENNAI

The present study examined the impact of digital marketing strategies on consumer purchase intention in e-commerce platforms, with specific reference to Chennai. The findings clearly establish that digital marketing has become a powerful driver of consumer behavior in the online marketplace. Strategies such as social media marketing, personalized recommendations, and targeted advertising significantly influence consumers’ decision-making processes and enhance their intention to purchase. The study highlights that while digital marketing strategies directly affect purchase intention, their effectiveness is largely strengthened through key mediating factors such as customer engagement, brand perception, and trust. Among these, trust emerges as the most critical determinant, indicating that consumers place high importance on security, transparency, and reliability when engaging with e-commerce platforms like Amazon and Flipkart. Additionally, customer engagement and positive brand perception further reinforce consumer confidence and encourage purchase behavior. The research also underscores the growing influence of younger and digitally active consumers, who are more responsive to innovative and interactive digital marketing strategies. This suggests that businesses must continuously adapt their marketing approaches to align with evolving consumer preferences and technological advancements. In conclusion, the study provides strong empirical evidence that effective digital marketing strategies, when combined with trust-building measures and engaging content, can significantly enhance consumer purchase intention in e-commerce platforms. The findings offer valuable insights for marketers and practitioners to design more targeted, data-driven, and consumer-centric marketing strategies, thereby improving overall business performance in the competitive digital landscape.

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