A miniature of digital customer engagement using SEM

To survive in the digital age, organisations must adopt digital marketing tools for customer engagement practices. This paper seeks to ferret out which digital marketing tool is helpful for customer engagement, and how digital platforms influence the attitude and behaviour of customers towards online retailers. A descriptive research design analyses customer perception and attitude toward online retailers. Quantitative data is gathered from 200 respondents from Delhi/NCR through a questionnaire survey. Exploratory factor and confirmatory factor analysis were used to determine which digital marketing tool related to customer engagement impacted customer behaviour. The data reveal that internet public relations, collaboration and celebrity marketing, and social media marketing had higher factor scores than the other factors studied. Structural equation modelling has been employed for data analysis to examine the relationship between variables involved in the study. The results of this study can be used by online retailers to more effectively target and interact with the relevant demographic groups when employing various digital marketing strategies.