Impact of Digital Marketing Strategies on Customer Engagement in the Indian Automotive Sector : A Study of Mahindra & Mahindra Ltd

Abstract

Digital marketing has become a crucial tool for enhancing customer engagement in the Indian automotive sector. This study examines the impact of digital marketing strategies on customer engagement with special reference to Mahindra & Mahindra Ltd. The study found that the majority of respondents were male (75.2%), while female respondents accounted for 24.8%, indicating greater participation of male consumers in automotive-related digital interactions. Primary data were collected from 270 respondents using a structured questionnaire, and the data were analyzed through descriptive statistics and multiple regression analysis using SPSS. The results revealed that the regression model was statistically significant (F = 24.719, p = 0.000), confirming that digital marketing strategies significantly influence customer engagement. Among the predictors, Social Media Marketing (β = 0.169, p = 0.005) emerged as the strongest factor, followed by Content Marketing (β = 0.163, p = 0.009) and Influencer Marketing (β = 0.159, p = 0.007). The model explained 39.8% of the variation in customer engagement (R² = 0.398). The study concludes that effective digital marketing strategies play a vital role in strengthening customer engagement, improving brand relationships, and enhancing the competitive position of Mahindra & Mahindra in the Indian automotive industry.