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

Authors

  • Rajesh K Research Scholar, Department of Commerce, Bon Secours College for Women, Thanjavur, Affiliated to Bharathidasan University, Tiruchirappalli, Tamil Nadu, India Author https://orcid.org/0000-0002-5062-5055
  • Cathelina Assistant Professor, Department of Commerce, Bon Secours College for Women, Thanjavur, Affiliated to Bharathidasan University, Tiruchirappalli, Tamil Nadu, India Author https://orcid.org/0009-0006-0141-0767

DOI:

https://doi.org/10.56294/sctconf20251432

Keywords:

Digital Marketing, Consumer Behaviour, Email Marketing, Online Shopping, Marketing Channels, Consumer Involvement

Abstract

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

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Published

2025-01-22

How to Cite

1.
K R, Cathelina. Investigating the factors influencing consumer engagement with Amazon’s digital marketing channels. Salud, Ciencia y Tecnología - Serie de Conferencias [Internet]. 2025 Jan. 22 [cited 2025 Apr. 4];4:1432. Available from: https://conferencias.ageditor.ar/index.php/sctconf/article/view/1432