Investigating the factors influencing consumer engagement with Amazon's digital marketing channels

Introduction: This study investigates the key factors—trust and security, rewards, accessibility, and relevance—that impact consumer engagement with Amazon’s digital marketing initiatives. By analysing these factors, the research aims to provide insights that could improve customer interaction and contribute to the optimisation of Amazon’s digital marketing strategies.Objectives: To identify the key factors that influence consumer engagement with Amazon’s digital marketing channels. To examine how trust, security, rewards, accessibility, and relevance impact customer interaction with Amazon’s digital content.Methods: A structured survey was conducted to collect data from 327 respondents in the Bengaluru region. The survey aimed to assess the consumers' perception of the various factors influencing their engagement with Amazon’s digital marketing. Factor analysis using the Varimax rotation method was employed to identify the underlying factors affecting consumer interaction. Structural Equation Modelling (SEM) was then used to test the hypothesized relationships between these factors and consumer involvement.Results: Factor analysis revealed that trust and security, rewards, accessibility, and relevance significantly influence consumer engagement, explaining 82.232% of the total variance. SEM analysis confirmed that all four proposed factors have a positive and significant impact on consumer interaction with Amazon's digital marketing efforts. Conclusion: The findings of this study provide valuable insights into the key factors that drive consumer engagement with Amazon's digital marketing initiatives. Trust and security, rewards, accessibility, and relevance were all found to significantly enhance customer interaction.