Measuring of Customer Engagement and Purchase Intention regarding Digital Marketing: a Pilot Study

Abstract

The most pervasive aspect of e-retailing is digital marketing, which has integrated itself into customers' daily lives. One of the marketing channels for direct customer communication and sales is digital marketing. Because it affects how customers make purchases online, customer intention and buy decision are significant concerns for online sellers. This study examines how customers interact with digital marketing and their intentions to buy. The validity and reliability of the instruments were examined in this pilot study. 119 respondents were chosen at random and asked questions via an online survey to gather information about their involvement, buy intention, and decision. The study's future research directions are also outlined in this document.