An empirical study on digital marketing’s role in the effect of branding on product marketing in Coimbatore
Author(s): 1 Mr. N. Sabareesh, 2 Mr. C. Balaji
Authors Affiliations:
1Third Year B.Com. BA., Dr. N.G.P. Arts and Science College, Coimbatore, India
2Assistant Professor of Commerce BA, Dr. N.G.P Arts and Science College, Coimbatore, India.
DOIs:10.2015/IJIRMF/202503021 | Paper ID: IJIRMF202503021This study examines the impact of digital marketing on enhancing branding and its subsequent effect on product marketing, with a focus on Coimbatore, a major industrial centre in South India. As businesses increasingly adopt online platforms for promotion, the research explores how digital marketing strategies strengthen brand perception and consumer engagement, ultimately driving more effective product marketing. It delves into tools like social media marketing, SEO, online advertising, and content marketing, analysing their influence on brand perception and consumer behaviour. Data gathered from surveys and interviews across various business sectors highlights a strong correlation between effective digital marketing practices and improved branding, which in turn bolsters product marketing success.
Mr. N. Sabareesh, Mr. C. Balaji(2025); An empirical study on digital marketing’s role in the effect of branding on product marketing in Coimbatore, International Journal for Innovative Research in Multidisciplinary Field, ISSN(O): 2455-0620, Vol-11, Issue-3, Pp.127-131 Available on – https://www.ijirmf.com/
- (2023). Digital Advertising Market in India – Statistics & Facts.
- Kotler, P., Keller, K. L., Chernev, A. (2022). Marketing Management (16th ed.). Pearson.
- Google & Kantar. (2022). The Impact of Digital Advertising on Consumer Purchase Behavior in India.
- Chaffey, D., & Ellis-Chadwick, F. (2020). Digital Marketing: Strategy, Implementation, and Practice (7th ed.). Pearson.
- Ryan, D. (2016). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation (4th ed.). Kogan Page.
