Perceiving Emerging Digital Marketing Practices in Business Ecosystem: An Exploratory Study

Abstract

One of the phenomenally growing ventures of the Indian economy is characterised by e-marketing trends symbolising online marketing behaviour in the organisational hemisphere. The study highlights the prime aspects of e-marketing strategies, digital marketing benefits, buyers’ behaviour, social media networking and e-marketing trends. Rethinking and restructuring prospective marketing strategies enable present-day business houses to strengthen customer loyalty with smarter marketing decisions. The study explores the fundamental structure of e-marketing and its governing variables and consumer behaviour backed by digital platforms. The research design is exploratory, involving the usage of primary and secondary data collected through a non-probabilistic convenience sampling techniques. The study utilises a quantitative research design applying Exploratory Factor Analysis (EFA) and multiple regression analysis to evaluate the effect of each factor. The results reveal that consumer buying behaviour is directly dependent on the factors viz., digital media marketing effectiveness, loyalty, influence on purchasing decision, engagement and trust. The coverage of the paper makes a realistic attempt to determine e-marketing strategies that help better understand customers’ marketing mechanisms, shaped in a strategic, smart, and steady mode in the digitalised era. Digital marketing has immense potential to impact 2025 and create opportunities with innovative techniques in the marketing horizon in the days to come.

Keywords: E-Marketing, Digital, Customers, Buying

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