DIGITAL MARKETING STRATEGIES AND CONSUMER BUYING BEHAVIOUR: THE MEDIATING ROLE OF CONSUMER ENGAGEMENT AMONG RETAIL CONSUMERS IN PALAKKAD DISTRICT – INDIA

Abstract

The rapid growth of digital technologies has significantly transformed the retail sector by enabling businesses to adopt integrated digital marketing strategies that enhance customer interactions and influence purchasing decisions. Despite the increasing adoption of digital marketing practices, empirical evidence regarding the mechanisms through which these strategies affect consumer buying behaviour remains limited, particularly in regional retail markets. This study examined the influence of digital marketing strategies on consumer buying behaviour by investigating the mediating role of consumer engagement among retail consumers in Palakkad District, Kerala, India. Guided by the Stimulus–Organism–Response (SOR) theory, digital marketing strategies were conceptualized as a higher-order construct comprising social media marketing, email marketing, mobile marketing, online advertising, online reviews, and personalized digital communication. A quantitative research approach was employed using a cross-sectional survey design, and primary data were collected from retail consumers through a structured questionnaire. The proposed research model was analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the measurement model, structural relationships, and mediation effects. The findings revealed that digital marketing strategies significantly and positively influenced consumer engagement and consumer buying behaviour. Consumer engagement also exhibited a significant positive effect on consumer buying behaviour and partially mediated the relationship between digital marketing strategies and consumer buying behaviour. The study extends the application of the Stimulus–Organism–Response theory by demonstrating the mediating role of consumer engagement in digital retail environments. The findings provide practical insights for retailers and marketing practitioners by emphasizing the importance of integrated digital marketing strategies in strengthening consumer engagement and improving purchasing behaviour. The study contributes to the growing literature on digital marketing and consumer behaviour by providing empirical evidence from an emerging regional retail market in India.