DIGITAL MARKETING DYNAMICS AND CONSUMER TRUST IN THE ERA OF ONLINE RETAIL MARKETING: A STUDY WITH SPECIAL REFERENCE TO ERODE DISTRICT

Abstract

The rapid proliferation of online retail has fundamentally transformed consumer behaviour, including information search, product evaluation, seller communication, and purchase completion. Digital Marketing Engagement (DME) has emerged as a pivotal mechanism through which online retailers attract consumers and foster sustainable relationships. Social media interactions, personalised communications, influencer collaborations, customer reviews, user-generated content, online advertising, secure payment gateways, and responsive digital customer service collectively influence consumer trust and online purchase intentions. This study investigates the relationship between Digital Marketing Engagement, Consumer Trust, and Online Purchase Intentions (OPI), with particular reference to online consumers in Erode District. Adopting a descriptive research design, the study proposes primary data collection through a structured questionnaire, supplemented by secondary information from books, journals, and research reports. DME is conceptualised as the independent variable, Consumer Trust as the mediating variable, and OPI as the dependent variable. Descriptive statistics and One-Way ANOVA are identified as suitable analytical tools for examining variations across engagement groups, contingent upon actual survey data satisfying required assumptions. The paper emphasises that effective digital marketing should strategically integrate engagement with transparency, privacy protection, credible reviews, secure transactions, and responsive customer service.