Paper Details

Name: Ishita Shukla, Yashashree Ghadhi
Country: India

Year: 2025
Volume: Special Issue: Volume-12, Issue-1, Year: 2025 (January-June)
Page Number: 150-159
DOI: https://doi.org/10.5281/zenodo.15356995

In the digital era, social media, digital advertising, and brand promotions play a crucial role in
shaping consumer behavior. Using a mixed-method approach, this study investigates the
impact of various digital marketing strategies on consumer engagement, purchasing
decisions, and brand perception. Descriptive analysis, correlation analysis, regression
modeling, behavioral analytics, and sentiment analysis were employed to evaluate marketing
effectiveness. Findings indicate that influencer marketing is the most influential factor,
significantly correlating with consumer engagement (r = 0.75), purchase intent (r = 0.78), and
brand perception (r = 0.81). Regression analysis highlights the positive impact of influencer
marketing (β = 0.53, p < 0.01), social media ads (β = 0.41, p < 0.05), and retargeting
campaigns (β = 0.38, p < 0.05) on purchasing behavior. Comparative analysis reveals that
influencer-driven marketing outperforms traditional advertising in building consumer trust (t
= 3.21, p < 0.01). One-way ANOVA (F = 4.98, p < 0.05) suggests that loyalty programs and
influencer campaigns enhance customer loyalty more effectively than discount-based
promotions. Segmentation analysis categorizes consumers into Brand Advocates (40%),
Price-Sensitive Shoppers (35%), and Passive Consumers (25%), demonstrating varied
engagement levels. Sentiment analysis shows 62% positive consumer sentiment, with 13%
negative sentiment indicating concerns over ad fatigue and authenticity. Based on these
findings, businesses should optimize influencer collaborations, personalize content with AIdriven
insights, diversify marketing strategies, and enhance loyalty programs. Future research
should explore AI-driven automation and social commerce to refine digital engagement and
brand loyalty further.
Keywords: Digital marketing, influencer marketing, consumer behavior, brand perception,
sentiment analysis, AI-driven marketing