Chinmaya Kulshrestha and Avinash Kapoor
This research paper explores the digital era's impact on consumer engagement and brand loyalty using Structural Equation Modeling (SEM). The study reveals a strong correlation between digital consumer engagement and brand loyalty, with personalized and interactive digital experiences fostering consumer loyalty. The study also highlights the impact of digital engagement on customer value perception, with personalization, convenience, and digital brand interaction being key drivers. The findings have implications for digital marketing strategies, suggesting brands should prioritize digital engagement channels to enhance customer loyalty and perceived value. The research also addresses challenges like data privacy, the digital divide, and information overload, emphasizing the need for ethical practices in digital marketing. The paper underscores the importance of digital consumer engagement in modern marketing strategies and business success in the digital marketplace.