Assessing the Impact of Digital Marketing Strategies on Selected E-Commerce Business in India: A study based on Northeast States of India.

DOI: https://doie.org/10.10399/APER.2025136119

Authors:

Jitendra Kumar, Samrat Kumar Mukherjee

Keywords:

Digital Marketing, E-Commerce, ANONA, MANOVA, Marketing Strategies, Northeast States, Sikkim, India

Abstract:

Rapid advancements in globalization have swept and taken the world to a new level where everything is digitalized. These advancements have significantly enhanced Consumer convenience compared to the past when e-commerce and digital marketing were non-existent. There is no denying that the world has changed and is still emerging daily. Indeed, our lives would now seem incomplete without all these technologies. To ensure a comprehensive analysis, international and national research papers have been reviewed for a better understanding of the subject, covering the years 2017 to 2024 so that recent data could be gathered. Given that the world is rapidly growing and becoming more and more digital it is vital to assess the impact of digital marketing. The present study has identified few research gaps, and subsequently objectives of the study has been framed.  A well structed questionnaire has been used to collect data and descriptive statistics has been used to understand the collected data and inferential statistics like Analysis of variance (ANOVA) and multivariate analysis of variance (MANOVA) are used to conduct the data analysis. The finding from of ANOVA indicate that gender has a substantial impact on the use of e-commerce platforms and purchase Digital Marketing, E-Commerce, ANONA, MANOVA, Marketing Strategies, Northeast States, Sikkim, India decisions, whereas age has an impact on the frequency of buying during cultural events but not impulsive behaviour. The findings from the current study indicate that MANOVA results reveal a significant impact of gender on brand reputation and purchase decisions. Additionally, age is having significant effect to influence brand reputation and the effectiveness of promotional offers.  

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