A STUDY ON DIGITAL PLATFORMS MARKETING’S REPERCUSSIONS FOR BUYER ENGAGEMENT AMONG COLLEGE STUDENTS

Abstract

 This study aims to identify and evaluate the relationship between digital platforms marketing and buyer engagement. The study was carried out in respondents who have at least one social media account and know the repercussions of digital platforms Marketing on buyer engagement intention among students through an in-depth analysis. Using data from sample of 50 participants, statistical tests including Pearson’s chi square and linear association were used to analyses the relationship between digital platforms marketing and buyer engagement. The results show a significant relationship between these variables, indicating that digital platforms marketing play a crucial role in buyer engagement. This study contributes to the growing marketing and provides valuable Information for marketers who want to use social media network site to improve their brand, visibility and increase consumer engagement.