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International Journal of Creative and Open Research in Engineering and Management

A Peer-Reviewed, Open-Access International Journal Supporting Multidisciplinary Research, Digital Publishing Standards, DOI Registration, and Academic Indexing.
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ISSN: 3108-1754 (Online)
Crossref DOI: Available
ISO Certification: 9001:2015
Publication Fee: 599/- INR
Compliance: UGC Journal Norms
License: CC BY 4.0
Peer Review: Double Blind
Volume 02, Issue 05

Published on: May 2026

AN ANALYTICAL STUDY OF DIGITAL MARKETING AND ITS INFLUENCE ON CUSTOMER RETENTION

Hariharan T

Dr. K. Sankar Singh

MBA Business Analytics Department of Management Studies

School of Management Studies VISTAS
DOI:https://doi.org/10.55041/ijcope.v2i5.401

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Plagiarism Passed Peer Reviewed Open Access

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Abstract

Transformation led to major change in business operations; there is a variety of communication methods with, acquired and maintained customers today. This research aims to investigate the impact of different digital marketing strategies on customer retention; more specifically on 4 factors; content marketing, mobile marketing, personalized marketing and interactive digital tools.

This research used descriptive research design with data collected from 100 respondents with online questionnaires which has a 5-point Likert scale questionnaire. In analysing data, the researcher used methods like reliability testing, correlation, ranking analysis and regression analysis with consistent data of all marketing strategies correlating each other.

Ranking analysis resulted with mobile marketing strategies ranking 1st; interactive digital tools ranking 2nd; content marketing strategies ranking 3rd and mobile marketing strategies ranking 4th. It has been identified that there is a significant relationship between all the marketing factors and customer retention. Among all the strategies, mobile marketing strategies and interactive digital tools have the most important influence of customer retention.

This research concludes that the personalized marketing strategy is more important, followed by interactive digital tools, content marketing strategies and mobile marketing strategies for retaining their customers.

Keywords: Digital Marketing, Customer Retention, Personalized Marketing, Content Marketing, Mobile Marketing, Interactive Digital Tools

How to Cite this Paper

T, H. (2026). An Analytical Study of Digital Marketing and its Influence on Customer Retention. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(05). https://doi.org/10.55041/ijcope.v2i5.401

T, Hariharan. "An Analytical Study of Digital Marketing and its Influence on Customer Retention." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i5.401.

T, Hariharan. "An Analytical Study of Digital Marketing and its Influence on Customer Retention." International Journal of Creative and Open Research in Engineering and Management 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i5.401.

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References


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  • •Review follows editorial policy.
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  • •Peer Review Type: Double-Blind Peer Review
  • •Published on: May 13 2026
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