Investigating the factors influencing consumer engagement with Amazon's digital marketing channels DOI

K M Rajesh,

Cathelina

Salud Ciencia y Tecnología - Serie de Conferencias, Journal Year: 2025, Volume and Issue: 4, P. 1432 - 1432

Published: Jan. 22, 2025

Introduction: This study investigates the key factors—trust and security, rewards, accessibility, relevance—that impact consumer engagement with Amazon’s digital marketing initiatives. By analysing these factors, research aims to provide insights that could improve customer interaction contribute optimisation of strategies.Objectives: To identify factors influence channels. examine how trust, relevance content.Methods: A structured survey was conducted collect data from 327 respondents in Bengaluru region. The aimed assess consumers' perception various influencing their marketing. Factor analysis using Varimax rotation method employed underlying affecting interaction. Structural Equation Modelling (SEM) then used test hypothesized relationships between involvement.Results: revealed trust significantly engagement, explaining 82.232% total variance. SEM confirmed all four proposed have a positive significant on Amazon's efforts. Conclusion: findings this valuable into drive Trust were found enhance

Language: Английский

Investigating the factors influencing consumer engagement with Amazon's digital marketing channels DOI

K M Rajesh,

Cathelina

Salud Ciencia y Tecnología - Serie de Conferencias, Journal Year: 2025, Volume and Issue: 4, P. 1432 - 1432

Published: Jan. 22, 2025

Introduction: This study investigates the key factors—trust and security, rewards, accessibility, relevance—that impact consumer engagement with Amazon’s digital marketing initiatives. By analysing these factors, research aims to provide insights that could improve customer interaction contribute optimisation of strategies.Objectives: To identify factors influence channels. examine how trust, relevance content.Methods: A structured survey was conducted collect data from 327 respondents in Bengaluru region. The aimed assess consumers' perception various influencing their marketing. Factor analysis using Varimax rotation method employed underlying affecting interaction. Structural Equation Modelling (SEM) then used test hypothesized relationships between involvement.Results: revealed trust significantly engagement, explaining 82.232% total variance. SEM confirmed all four proposed have a positive significant on Amazon's efforts. Conclusion: findings this valuable into drive Trust were found enhance

Language: Английский

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