THE IMPACT OF DIGITAL MARKETING ENGAGEMENT (DME) ON TRUST AND ONLINE PURCHASE INTENTIONS

Abstract

Digital marketing engagement (DME) has become a central component of modern business strategies, influencing consumer behavior and shaping online purchasing decisions. This study explores the impact of DME on trust and online purchase intentions, highlighting how digital marketing tactics, such as content personalization, social media interaction, and targeted advertisements, foster consumer trust and drive purchase behavior. Trust, as a critical factor in online transactions, is significantly influenced by the perceived transparency, reliability, and relevance of digital marketing efforts. When consumers engage with brands online, their trust in the brand’s credibility and the security of the transaction process is reinforced, ultimately affecting their likelihood of making a purchase. The study employs a quantitative approach, surveying online consumers to examine the relationship between digital marketing engagement, trust, and purchase intentions. Findings indicate that higher levels of engagement with digital marketing content enhance consumer trust, which, in turn, positively influences their intention to make online purchases. Digital Marketing Engagement (DME) is a critical factor influencing consumer trust and online purchase intentions. This study investigates the effect of digital marketing engagement on trust and online purchase intentions among online consumers. Data were collected from 384 respondents using a structured questionnaire. Demographic and geographic profiles were analyzed, and One-Way ANOVA was applied to test the research hypotheses. Findings indicate significant differences in consumer trust and purchase intentions across varying levels of digital marketing engagement. The study provides actionable insights for marketers to strengthen consumer trust and improve online purchasing outcomes.