Published Paper Details:

This study investigates the impact of digital marketing strategies on consumer purchase intentions in the Indian e-commerce retail sector. With the rapid expansion of online shopping platforms and increasing internet penetration, understanding the factors that drive consumer behavior has become crucial for businesses seeking competitive advantage. The research examines key variables including discount promotions, social media engagement, brand trust, customer satisfaction, and personalized marketing on purchase decisions. Using a descriptive research methodology, primary data was collected through structured questionnaires from 150 respondents across major Indian cities who actively engage in online shopping. Statistical analysis was performed using correlation and regression techniques to examine the relationships between independent variables and purchase intentions. The findings reveal that discount strategies and social media marketing significantly influence purchase intentions, while brand trust and customer engagement act as mediating factors in building long-term loyalty. Among all variables examined, social media engagement showed the strongest positive correlation with purchase intentions, followed by personalized marketing and discount promotions. The study provides practical insights for e-commerce businesses to optimize their digital marketing strategies and enhance customer retention in the competitive Indian market. The research contributes to existing literature by examining the Indian market context specifically and offers actionable recommendations for businesses operating in emerging digital economies.