Investigating the factors influencing consumer engagement with Amazon's digital marketing channels
DOI:
https://doi.org/10.56294/sctconf20251432Keywords:
Digital Marketing, Consumer Behaviour, Email Marketing, Online Shopping, Marketing Channels, Consumer InvolvementAbstract
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.
References
1. Mohanta R, Sen S, Adhikari A, Pal I. Perceptional environment: A study on organizational climate using cluster analysis. International Journal of Research Publication and Review. 2023;4(4):1336-46.
2. Berawi MA, Suwartha N, Asvial M, Harwahyu R, Suryanegara M, Setiawan EA, Surjandari I, Zagloel TY, Maknun IJ. Digital innovation: Creating competitive advantages. International Journal of Technology. 2020;11(6):1076-80. DOI: https://doi.org/10.14716/ijtech.v11i6.4581
3. Boinapalli NR, Farhan KA, Allam AR, Nizamuddin M, Sridharlakshmi NR. AI-Enhanced IMC: Leveraging data analytics for targeted marketing campaigns. Asian Business Review. 2023;13(3):87-94. DOI: https://doi.org/10.18034/abr.v13i3.729
4. Twum KK, Korkuvi PJ, Budu S. Library consumer engagement practices. Intechnological Advancements in Library Service Innovation 2022 (pp. 197-214). IGI Global. DOI: https://doi.org/10.4018/978-1-7998-8942-7.ch012
5. Davoodi L. Enhancing the understanding of e-commerce reviews through aspect extraction techniques: a bert-based approach. 36th Bled econference Digital Economy and Society: The Balancing Act for Digital Innovation in Times of Instability. 2023 Jun:233. DOI: https://doi.org/10.18690/um.fov.6.2023.15
6. Sanbella, Lunatari, Ikyboy Van Versie, and Sipah Audiah. "Online Marketing Strategy Optimization to Increase Sales and E-Commerce Development: An Integrated Approach in the Digital Age." Startupreneur Business Digital (SABDA Journal) 3.1 (2024): 54-66. DOI: https://doi.org/10.33050/sabda.v3i1.492
7. Wahdiniawati SA, Sjarifudin D, Santioso LL, Ariyani F, Febrian WD. Application of Talent Management: Assessment and Psychological Test Functions. Dinasti International Journal of Digital Business Management. 2024 Mar 6;5(2):408-17. DOI: https://doi.org/10.31933/dijdbm.v5i2.2324
8. Karpova A, Savelev A, Vilnin A, Kuznetsov S. Method for detecting far-right extremist communities on social media. Social Sciences. 2022 May 2;11(5):200. DOI: https://doi.org/10.3390/socsci11050200
9. Tripathi S, Yadav S, Sharma K. Air pollution from biomass burning in India. Environmental Research Letters. 2024 Jul 1. DOI: https://doi.org/10.1088/1748-9326/ad4a90
10. Damir B, Hasnaa G. Content marketing and website users engagement: The impact of relevant content on the web on user engagement behaviors. Periodicals of Engineering and Natural Sciences (PEN). 2020 Sep 15;8(3):1860-72.
11. Liu, H. "The Role of Personalization in Modern Digital Marketing: How Tailored Experiences Drive Consumer Engagement." Strategic Management Insights 1.8 (2024): 34-40. DOI: https://doi.org/10.70088/0v98zt16
12. Özgüven N. Analysis of the relationship between perceived security and customer trust and loyalty in online shopping. Chinese Business Review. 2011 Nov 1;10(11). DOI: https://doi.org/10.17265/1537-1506/2011.11.004
13. Hollebeek LD, Glynn MS, Brodie RJ. Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of interactive marketing. 2014 May;28(2):149-65. DOI: https://doi.org/10.1016/j.intmar.2013.12.002
14. Singh, "Improving email marketing campaign success rate using personalisation." Advances in Analytics and Applications (2019): 77-83. DOI: https://doi.org/10.1007/978-981-13-1208-3_8
15. Parvathi A, Venkadesh D. Employee Creativity and AMO Approach through Moderation: Effect of Perceived Learning Culture. AIMS JOURNAL OF MANAGEMENT. 2021 Nov 26:68.
16. Pansari A, Kumar V. Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science. 2017 May;45:294-311. DOI: https://doi.org/10.1007/s11747-016-0485-6
17. Ntarlas G, Karayanni DA. Exploring the Mediating Role of Interactivity Between Content Engagement and Business Performance in a Mobile-Marketing Strategy: A Quantitative Research in a Business-to-Business Context. Instrategic Innovative Marketing and Tourism: 8th ICSIMAT, Northern Aegean, Greece, 2019 2020 (pp. 815-823). Springer International Publishing. DOI: https://doi.org/10.1007/978-3-030-36126-6_90
18. Muharam IN, Tussyadiah I, Kimbu A. Unlocking the potential of blockchain-based sharing economy in hospitality and tourism: A systematic review. International journal of hospitality management. 2024 Sep 1; 122:103863. DOI: https://doi.org/10.1016/j.ijhm.2024.103863
19. Cheung LM, Cheung PC, Ooi VE. Antioxidant activity and total phenolics of edible mushroom extracts. Food chemistry. 2003 May 1;81(2):249-55. DOI: https://doi.org/10.1016/S0308-8146(02)00419-3
20. Smith AD, Cowan JO, Brassett KP, Herbison GP, Taylor DR. Use of exhaled nitric oxide measurements to guide treatment in chronic asthma. New England Journal of Medicine. 2004 May 26;352(21):2163-73. DOI: https://doi.org/10.1056/NEJMoa043596
21. Yadav VK, Gaur V, Singh IV. Combined effect of residual and mean stresses on fatigue behavior of welded aluminum 2024 alloy. International Journal of Fatigue. 2024 Feb 1;155:106565. DOI: https://doi.org/10.1016/j.ijfatigue.2021.106565
22. Wedel, M., and Kannan, P. K. (2016). Marketing analytics for data-rich environments. Journal of Marketing, 80(6), 97-121. Https://doi.org/10.1509/jm.15.0411 DOI: https://doi.org/10.1509/jm.15.0413
23. Verhoef, P. C., Kannan, P. K., and Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174-181. Https://doi.org/10.1016/j.jretai.2015.02.005 DOI: https://doi.org/10.1016/j.jretai.2015.02.005
24. Bolton RN, Parasuraman A, Hoefnagels A, Migchels N, Kabadayi S, Gruber T, Komarova Loureiro Y, Solnet D. Understanding Generation Y and their use of social media: a review and research agenda. Journal of service management. 2013 Jun 14;24(3):245-67. DOI: https://doi.org/10.1108/09564231311326987
25. Daugherty T, Li H, Biocca F. Consumer learning and the effects of virtual experience relative to indirect and direct product experience. Psychology & Marketing. 2008 Jul;25(7):568-86. DOI: https://doi.org/10.1002/mar.20225
26. Hair JF, Sarstedt M, Ringle CM, Mena JA. An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the academy of marketing science. 2012 May;40:414-33. DOI: https://doi.org/10.1007/s11747-011-0261-6
27. Rosa HR, Separa LA. Satisfactions of Customers by Using Online Food Application Services During Covid-19 Pandemic. International Journal of Multidisciplinary: Applied Business and Education Research. 2022 Sep 12;3(9):1765-76. DOI: https://doi.org/10.11594/ijmaber.03.09.16
28. Varughese AR, Bairagya I. Group-based educational inequalities in India: Have major education policy interventions been effective?. International Journal of Educational Development. 2020 Mar 1;73:102159. DOI: https://doi.org/10.1016/j.ijedudev.2020.102159
29. Bowden J, Mirzaei A. Consumer engagement within retail communication channels: an examination of online brand communities and digital content marketing initiatives. European Journal of Marketing. 2021 May 11;55(5):1411-39. DOI: https://doi.org/10.1108/EJM-01-2018-0007
30. Gahlot B, Rani P. A Study of Digital Marketing Strategies influencing buying behaviour of e-commerce consumers. RESEARCH REVIEW International Journal of Multidisciplinary. 2023 Jun 15;8(6):99-103. DOI: https://doi.org/10.31305/rrijm.2023.v08.n06.013
31. Tuti M, Sulistia V. The customer engagement effect on customer satisfaction and brand trust and its impact on brand loyalty. Jurnal Manajemen Bisnis. 2022 Mar 1;13(1):1-5. DOI: https://doi.org/10.18196/mb.v13i1.12518
32. Hossain R. Adopting Industry 4.0: A strategic solution for transforming Smart Bangladesh: Prospective connections, opportunities, and challenges. Pakistan Journal of Life and Social Sciences. 2024;22(1):3304-23. DOI: https://doi.org/10.57239/PJLSS-2024-22.1.00240
33. Shin H, Perdue RR. Hospitality and tourism service innovation: A bibliometric review and future research agenda. International Journal of Hospitality Management. 2022 Apr 1; 102:103176. DOI: https://doi.org/10.1016/j.ijhm.2022.103176
34. Bijmolt TH, Krafft M, Sese FJ, Viswanathan V. Multi-tier loyalty programs to stimulate customer engagement. Customer engagement marketing. 2018:119-39. DOI: https://doi.org/10.1007/978-3-319-61985-9_6
35. Babatunde MA, Afolabi JA. Advancing sustainable industrial development in Africa: the role of institutional quality and renewable energy. Environment, Development and Sustainability. 2024 Jun 25:1-27. DOI: https://doi.org/10.1007/s10668-024-05170-8
36. Vinerean S, Opreana A. Measuring customer engagement in social media marketing: A higher-order model. Journal of Theoretical and Applied Electronic Commerce Research. 2021 Oct 3;16(7):2633-54. DOI: https://doi.org/10.3390/jtaer16070145
37. Traxler AA, Schrack D, Greiling D, Feldbauer J, Lautner M. The interplay of sustainability reporting and management control–an exploration of ways for dovetailing to develop reporting beyond accountability. Journal of Applied Accounting Research. 2023 Oct 30. DOI: https://doi.org/10.1108/JAAR-08-2022-0222
38. Wang Q, Iketani S, Li Z, Liu L, Guo Y, Huang Y, Bowen AD, Liu M, Wang M, Yu J, Valdez R. Alarming antibody evasion properties of rising SARS-cov-2 BQ and XBB subvariants. Cell. 2023 Jan 19;186(2):279-86. DOI: https://doi.org/10.1016/j.cell.2022.12.018
39. Mahmić MN, Klico A. The importance of content marketing for achieving customer brand engagement. Inbh Ekonomski forum 2022 (Vol. 16, No. 1, pp. 131-150). DOI: https://doi.org/10.5937/bhekofor2201131M
40. Wu T, He S, Liu J, Sun S, Liu K, Han QL, Tang Y. A brief overview of chatgpt: The history, status quo and potential future development. IEEE/CAA Journal of Automatica Sinica. 2023 May 1;10(5):1122-36. DOI: https://doi.org/10.1109/JAS.2023.123618
41. Coppola C, Vollero A, Siano A. Developing dynamic capabilities for the circular economy in the textile and clothing industry in Italy: A natural‐resource‐based view. Business Strategy and the Environment. 2023 Nov;32(7):4798-820. DOI: https://doi.org/10.1002/bse.3394
Downloads
Published
Issue
Section
License
Copyright (c) 2025 Rajesh K, Cathelina (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
The article is distributed under the Creative Commons Attribution 4.0 License. Unless otherwise stated, associated published material is distributed under the same licence.
