The Impact of Digital Marketing on the Growth of E-Commerce

Author

Keerthana R, S V Praveen


Abstract

 Digital marketing has become an important way for e-commerce businesses to create awareness, engage customers and encourage online purchases. This study examines the impact of selected digital marketing activities on the perceived growth of e-commerce applications, focusing on social media advertisements, influencer recommendations, online advertisements, promotional messages and digital offers. A descriptive research design was used, and primary data were collected through a structured questionnaire from 52 respondents in Chennai. Percentage analysis, weighted average analysis, a chi-square test and multiple regression analysis were used to analyse the responses. Instagram was the most frequently reported platform exposing respondents to e-commerce advertisements (65.4%), while video advertisements attracted the most attention (65.4%). Customer reviews were the most selected social-media content type (32.7%), and honest reviews were the leading factor making influencer recommendations convincing (50.0%). The chi-square test did not show a statistically significant association between gender and e-commerce app usage frequency (p = 0.232). The regression model explained 69.1% of the variation in perceived overall e-commerce growth; market reach and business expansion had significant positive coefficients in the reported model. The findings indicate that relevant digital content and customer-focused marketing may support e-commerce growth, while the results should be interpreted in light of the limited sample size.



Keywords

digital marketing, e-commerce apps, social media advertising, influencer marketing, customer



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References


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