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VOL. 12, ISSUE 1 (2026)
Synergising digital marketing and data analytics: A multidisciplinary approach to consumer engagement in the digital era
Authors
Gowsikha M, Dr. N Maheswari
Abstract
The swift development of digital technologies has altered the marketing
trends, forcing organisations to switch to data-driven and AI-enabled
approaches to improve consumer-level engagement and performance. This paper
will look at how the digital marketing practices, analytics, and consumer trust
have a synergistic impact on the purchase intention in the modern digital
landscape. The quantitative research design was adopted wherein by 664
consumers who were located in Tamil Nadu were used to gather primary data in a
structured questionnaire. The proposed relationships were tested using Pearson
correlation, regression analysis and mediation analysis. The results of the
research indicate that AI-based digital marketing practices are greatly
associated with consumer involvement, which suggests that smart personalization
and automation are effective. The outcomes obtained via regression indicate
that the digital marketing analytics are also important predictors of consumer
trust with a significant percentage of variance. Moreover, mediation analysis
verifies that consumer trust partially mediates the connection between digital
marketing practices and purchase intention, and it demonstrates the trust as
the important psychological mechanism in digital consumer behaviour. The
research is added to the literature, as it assumes a multidisciplinary approach
based on the combination of technological, behavioural, and strategic aspects
of digital marketing. Practical implications indicate that emphasis on ethical
data practices and analytics-based decision-making needs to be prioritized in
organisations in order to attain sustainable consumer engagement and long-term
value creation.
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Pages:194-198
How to cite this article:
Gowsikha M, Dr. N Maheswari "Synergising digital marketing and data analytics: A multidisciplinary approach to consumer engagement in the digital era". International Journal of Commerce and Management Research, Vol 12, Issue 1, 2026, Pages 194-198
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