Digital Marketing Strategies and Consumer Engagement in Indian E-Commerce: A Systematic Review of Literature and Future Research Agenda

The paper provides a comprehensive literature review of the concept of digital marketing strategies and the role of it in consumer behaviour and engagement with reference to the leading Indian e-commerce platforms like Amazon India and Flipkart. In this case, the study brings together a review of the various conceptual, empirical, and methodological studies published in marketing, information systems and consumer behaviour papers, to add a qualitative dimension to existing work, but without original primary data. The review categorises the previous studies based on the theme, research method and theoretical basis, as well as identifies the research gaps (most significantly the lack of empirical validation of digital marketing-engagement-behaviour relationship at the firm level in the Indian context). Drawing on the synthesis, the paper suggests a conceptual framework for future empirical study, based on Stimulus – Organism – Response (S-O-R) model and Customer Engagement Theory concepts. The review ends with specific recommendations — such as using of the Structural Equation Modeling (SEM) technique and mediation analysis — for future research to bridge the gaps.

Digital marketing, consumer engagement, consumer behaviour, Indian e-commerce, systematic literature review, Amazon India, Flipkart

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