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Saravanan Rangaswamy
Logeshkumar Sivasubramaniam
Vijayanand Sundaram
Murali Pitchaimuthu


The last two decades have witnessed a skyrocketing growth in digital marketing that made customers interested in purchasing products particularly electronic goods. However, it is not known whether those customers attained satisfaction through this purchase. To confirm the fact, this research has attempted to analyze the retention rate of digital marketing customers who have experience in purchasing electronic goods and for this purpose, 603 consumers of Tamilnadu (India) who have the purchase experience on a digital marketing basis were selected on a simple random basis. Tools like structural equation modeling, percentage analysis, one-way ANOVA, and paired sample ‘t’ test were applied and the result revealed that only customer satisfaction has mediated the influence of digital marketing on their loyalty but, the important parameter, trust has a negative role between these constructs. Marketers need to create trust about the product with the actual features as informed in digital marketing so that consumers can reach a high level of satisfaction and this may lead to a positive word of mouth. In addition, this enhances sales and enables marketers to attain profit maximization along with building consumer confidence.


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How to Cite
Rangaswamy, S. ., Sivasubramaniam, L. ., Sundaram, V. ., & Pitchaimuthu, M. . (2021). EVALUATION OF DIGITAL MARKETING PERFORMANCE IN ELECTRONIC GOODS INDUSTRY: AN EMPIRICAL STUDY. Journal of Liberty and International Affairs, 7, 65-80. https://doi.org/10.47305/JLIA2137165r
Author Biographies

Saravanan Rangaswamy, Principal, VET Institute of Arts and Science, Thindal, Erode, Tamilnadu, India

Dr. R. Saravanan is currently working as the Principal at the VET institute of Arts and Science. He has served as Professor. Director in various B schools in Tamilnadu. He has guided 16 scholars in Ph.D of Anna University. His area of interest is Financial Accounting, Marketing, and Human Resources. He has published many numbers of articles in the leading International and National Journal. He is a member of many professional bodies of Management. He is an alumnus of IIM –Ahmedabad.

Logeshkumar Sivasubramaniam, Department of Management Studies, Vellalar College of Engineering & Technology, Thindal, Erode, India

Mr. Logesh Kumar is an alumnus of PSG CAS and IIM-Ahmedabad. He has specialized in Marketing and Entrepreneurship. His recent study includes Neuroscience and Consumer Behavior, Business strategies for the Bottom of the Pyramid and Entrepreneurship at unorganized sectors in India. He brings to table over 14 years of experience which includes 2 years and 5 months in Industry and 12 years and 9 months in academics. He started his career as Guest Service Personnel (Foreign guest redressal) in Spice Village (a cgh earth experience hotels, Kerala). He worked as Business Executive – Space Marketing in The New Indian Express, Coimbatore. He entered into the pathway of knowledge as Assistant Professor in the year 2009 and continues to render his service at Vellalar College of Engineering & Technology in the Department of Management studies and now as Faculty of Management cum Administrative Officer in VET Institute of Arts and Science at the youngest member of Vellalar Institutions, Erode. His academic acumen and persistent work have enabled him to receive many grants from DST-NIMAT and AICTE, New Delhi. His academic insight has helped him to publish a number of papers in refereed journals and has attended a number of conferences, Faculty Development Programmes and visited many Incubation centers across south India. He has been invited as guest speaker for various schools and colleges across India. Furthermore, he is a motivational speaker on Entrepreneurship also has rich and diverse experience in organizing Faculty Development programmes and outreach camps. He plays active role in innovative forums for comprehensive development of young entrepreneurs. Being a part of this dynamic group, he strives relentlessly for the prosperity of the student community.

Vijayanand Sundaram, Department of Business Administration, VET Institute of Arts and Science, Thindal, Erode, Tamilnadu, India

Dr. Sundaram Vijayanand is currently working as Associate Professor in VET Institute of Arts and Science. He has 23 years industrial experience and 4 years academic experience served as Principal in charge and Head of the Department in B School (MBA). He is serving as an Editorial board member/Reviewer board in 8 International Journals. He has reviewed many articles for various national and international Journals. His area of interest is Markting management, Legal aspects of business, Human Resources management and Logistics Management. He has published 22 articles in various International and National Journal indexed in Scopus, EBSCOand DOAJ.

Murali Pitchaimuthu, Department of Commerce, VET Institute of Arts and Science, Thindal, Erode, Tamilnadu, India

Dr. P. Murali is working as Associate Professor at the VET Institute of Arts and Science, Tamilnadu. He received his Ph.D Degree in Commerce from Bharathiar University. He is having the experience in Academic side for about twenty years. He has published many articles in leading International and National Journals. He had attended 12 Faculty Development Programmes in his career. His area of interest is Cost Accounting, Financial Management, Direct Taxes, Commercial Law, Industrial Law.