Impact of Digital Marketing on Sales of Consumer Electronics Products at LG Electronics India

Vollständiger Abstract

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Digital marketing has revolutionized the way businesses promote their products and communicate with consumers in the modern business environment. The rapid growth of internet penetration, smartphone usage, social media platforms, and e-commerce has significantly changed consumer purchasing behaviour, making digital marketing one of the most effective tools for increasing product awareness, customer engagement, and sales performance. In the consumer electronics industry, where technological advancements and intense market competition continuously influence consumer preferences, digital marketing has become an essential strategy for attracting customers and strengthening brand loyalty. LG Electronics India, one of the leading manufacturers of consumer electronics and home appliances, extensively utilizes digital marketing strategies including search engine optimization (SEO), search engine marketing (SEM), social media marketing, email marketing, influencer marketing, content marketing, online advertising, video marketing, and e-commerce promotions to reach a wider audience and improve customer experiences. These digital platforms enable the company to provide personalized product recommendations, promotional offers, product demonstrations, customer reviews, and after-sales support, thereby enhancing consumer confidence and encouraging purchase decisions. Digital marketing also allows organizations to measure campaign performance using real-time analytics, customer engagement metrics, conversion rates, and return on investment, enabling continuous improvement of marketing strategies. The primary objective of this study is to examine the impact of digital marketing on the sales of consumer electronics products at LG Electronics India by analyzing consumer awareness, online engagement, purchase intention, customer satisfaction, and the effectiveness of digital promotional activities. Keywords: Digital Marketing, Consumer Electronics, LG Electronics India, Online Advertising, Consumer Behaviour, Social Media Marketing, Customer Engagement.