Paper Title
IMPACT OF DIGITAL MARKETING PRACTICES ON BRAND AWARENESS AND CUSTOMER ENGAGEMENT: AN EMPIRICAL STUDY
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Registration ID: IJNRD_323269
Published ID: IJNRD2604316
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Keywords
Digital Marketing, Brand Awareness, Customer Engagement, Social Media Marketing, Online Advertising, Consumer Behavior
Abstract
The rapid advancement of digital technologies and widespread internet penetration have significantly transformed marketing practices across industries. Organizations are increasingly shifting from traditional marketing approaches to digital marketing strategies to enhance brand visibility and customer engagement. Digital platforms such as social media, search engines, email marketing, and online advertising provide measurable, cost-effective, and interactive communication channels for businesses. The present study aims to examine the impact of digital marketing practices on brand awareness and customer engagement. The research is empirical in nature and is based on primary data collected from 110 respondents through a structured questionnaire using a five-point Likert scale. A descriptive research design was adopted, and statistical tools such as mean score analysis and one-sample t-test were applied at a 5% level of significance to test the formulated hypotheses. The results indicate that digital marketing tools significantly enhance brand recall, customer interaction, and engagement levels. Video marketing, targeted advertisements, promotional campaigns, and visually attractive content have a strong positive influence on consumer behavior. The study concludes that digital marketing is more effective than traditional marketing due to its measurable outcomes, personalization capabilities, and interactive communication features. The findings provide valuable managerial implications for organizations seeking to strengthen their digital presence.
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How To Cite (APA)
Akshay Santosh Dherange & Dr. R. Shanmugam (April-2026). IMPACT OF DIGITAL MARKETING PRACTICES ON BRAND AWARENESS AND CUSTOMER ENGAGEMENT: AN EMPIRICAL STUDY. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 11(4), d155-d159. https://ijnrd.org/papers/IJNRD2604316.pdf
Issue
Volume 11 Issue 4, April-2026
Pages : d155-d159
Other Publication Details
Paper Reg. ID: IJNRD_323269
Published Paper Id: IJNRD2604316
Research Area: Commerce and Management, MBA All Branch
Author Type: Indian Author
Country: Pune, Maharashtra, India
Published Paper PDF: https://ijnrd.org/papers/IJNRD2604316.pdf
Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2604316
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