Abstract
This study explores the relationship between digital inclusion and the effectiveness of digital marketing strategies in shaping consumer buying behaviour in Lakshadweep, an island region in India. With the introduction of high-speed internet connectivity, Lakshadweep residents gained improved access to digital platforms, including social media, websites, and YouTube. The study utilizes the Chi-square test to analyse the impact of different digital marketing strategies such as social media marketing, email marketing, online advertising, influencer endorsements, and content marketing on consumer behaviour. The results show that digital inclusion has significantly enhanced the reach of digital marketing strategies, with social media marketing, online advertising, and influencer endorsements proving to have the most substantial influence on consumer buying behaviour. Conversely, email marketing and content marketing showed minimal impact. The study concludes that digital marketing, supported by increased digital access, provides businesses with new opportunities to engage consumers in remote areas, highlighting the need for tailored marketing strategies to capitalize on the growing digital engagement in Lakshadweep.
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