Impact of Digital Marketing Strategies on Purchase Intention Post Purchase Consumer Engagement of Cosmetic Products Amongst Women A Study in Karnataka State

Abstract

The rapid digital transformation has significantly reshaped consumer behaviour, particularly in the cosmetic industry. However, as digital marketing continues to expand, consumers are encountering marketing fatigue, making it imperative to evaluate the effectiveness of different digital marketing strategies in shaping purchase decisions and sustaining post-purchase consumer engagement. This study investigates how digital marketing strategies influence purchase intention and post-purchase consumer engagement regarding cosmetic products among women in the Karnataka state. The study examines six essential digital marketing strategies: social media marketing, artificial intelligence-driven marketing, content marketing, influencer marketing, personalised marketing, and push notification marketing. A structured questionnaire was utilised to gather primary data from 504 randomly selected women respondents through a multi-stage sampling method. newline