IMPACT OF DIGITAL MARKETING STRATEGIES ONCONSUMER TRUST AND ENGAGEMENT IN ONLINE RETAILSPECIAL REFERENCE TO ERODE DISTRICT, TAMIL NADU

Abstract

Digital marketing now shapes how online retailers attract consumers, communicate value and maintain relationships after the first point of contact. In an environment driven by smartphones, social networks, search platforms, mobile applications and digital payments, consumers increasingly evaluate retailers through the information and experiences delivered online. This study examines how selected digital marketing practices may contribute to consumer trust and engagement in online retail, with particular reference to Erode District, Tamil Nadu. The paper considers social media, search visibility, email communication, content, influencer promotion, online advertising, personalization, digital customer service, reviews and ratings, and secure payment mechanisms. It also recognises the risks created by misleading promotions, fabricated reviews, privacy concerns, weak service responses and uncertainty about payment or refund processes. A descriptive research design is proposed using primary information from online retail consumers and supporting secondary sources. Because the supplied manuscript does not contain a completed respondent dataset, the paper deliberately avoids presenting assumed percentages, means or significance levels. The study instead provides a publication-ready analytical framework that can be populated after verified data collection. The paper argues that sustainable digital engagement depends not merely on promotional reach, but on credibility, transparency, security, responsiveness and responsible handling of consumer information.