International Research Journal of Innovations in Engineering and Technology - IRJIET International Open Access, Monthly, Peer Reviewed, Reputed Journal ISSN (online): 2581-3048

Impact Factor (2025): 6.9

DOI Prefix: 10.47001/IRJIET

Digital Marketing, Value Enhancement and Customer Experience: A Study of Amazon Customers in Vijayawada, India

Abstract

This study examines how Amazon’s digital marketing efforts affects online shopper’s perceptions of value enhancement and customer experience in Vijayawada, Andhra Pradesh. Through a mixed-methods approach (structured survey + focused interviews), the study examines digital touchpoints (personalization, targeted advertising, app/website usability, delivery & returns communication) and their relationship with customer satisfaction, perceived value, and behavioral intentions (repeat purchase, word-of-mouth).The paper provides managerial recommendations for enhancing Amazon's local customer experience in Vijayawada, as well as a plan for sampling and analysis, a hypothetical pattern of results that is in line with recent developments in the literature and the market.  Key contributions include a ready-to-use questionnaire for primary data collection and localized evidence for digital marketing-to-experience pathways.

Country : India

1 Dr. Mopidevi Ramarao2 Yadlapalli Pravallika3 M. John Bannyan4 S. Mahesh

  1. Asst. Professor, Dept: KLBS, KL University, Vijayawada, India
  2. Dept: KLBS, KL University, Vijayawada, India
  3. Dept: KLBS, KL University, Vijayawada, India
  4. Dept: KLBS, KL University, Vijayawada, India

IRJIET, Volume 9, Issue 10, October 2025 pp. 128-134

doi.org/10.47001/IRJIET/2025.910017

Full Paper
Download

References

  1. Aw, E., Basha, N., Ng, S., & Sambasivan, M. (2019). To grab or not to grab? The role of trust and perceived value in on-demand ridesharing services. Asia Pacific Journal of Marketing and Logistics, 31(5), 1442-1465. https://doi.org/10.1108/apjml-09-2018-0368
  2. Shin, Y., Thai, V., Grewal, D., & Kim, Y. (2017). Do corporate sustainable management activities improve customer satisfaction, word of mouth intention and repurchase intention? The International Journal of Logistics Management, 28(2), 555-570. https://doi.org/10.1108/ijlm-11-2015-0220
  3. Yerpude, S., Sood, K., & Grima, S. (2022). Blockchain-augmented digital supply chain management: A way to sustainable business. Journal of Risk and Financial Management, 16(1), 7. https://doi.org/10.3390/jrfm16010007
  4. Luo, T., & Qu, J. (2018). Factors influencing customers' purchase intention under C2B model. https://doi.org/10.2991/ichssr-18.2018.75
  5. Adaji, I., Oyibo, K., &Vassileva, J. (2018). Influence of personality, shopper type and social support on the consumers’ need for status and continuance intention in e-commerce. https://doi.org/10.14236/ewic/hci2018.35
  6. Barrutia, J., Paredes, M., &Echebarria, C. (2016). Value co-creation in e-commerce contexts: Does product type matter? European Journal of Marketing, 50(3/4), 442-463. https://doi.org/10.1108/ejm-10-2014-0603
  7. Batmetan, J., Komansilan, T., &Kumajas, S. (2023). A conceptual framework for e-commerce personalization in small medium enterprise’s. Technium Romanian Journal of Applied Sciences and Technology, 16, 83-91. https://doi.org/10.47577/technium.v16i.9964
  8. Belani, S., & Hadiyati, R. (2024). Consumer behavior in the e-commerce era. PRODUCTIVITY, 1(2), 171-179. https://doi.org/10.62207/4kvwfg64
  9. Cindrakasih, R., Mu’min, H., Jumui, J., Utami, E., &Tapaningsih, W. (2024). The effect of digital marketing strategy, brand trust, and customer expectations on online purchasing decisions on e-commerce in West Java. West Science Interdisciplinary Studies, 2(03), 552-562. https://doi.org/10.58812/wsis.v2i03.726
  10. Cui, Y., Liu, Y., & Gu, M. (2022). Investigating the key drivers of impulsive buying behavior in live streaming. Journal of Global Information Management, 30(1), 1-18. https://doi.org/10.4018/jgim.314226
  11. Evelina, T. (2022). The effect of perceived benefits on customer satisfaction and customer retention on Indonesian e-commerce sites. International Journal of Electronic Commerce Studies, 13(2), 099. https://doi.org/10.7903/ijecs.1908
  12. Feng, L. (2022). E-commerce recommendation technology based on collaborative filtering algorithm and mobile cloud computing. Wireless Communications and Mobile Computing, 2022(1). https://doi.org/10.1155/2022/7321021
  13. Fu, Y., Yang, M., & Han, D. (2021). Interactive marketing e-commerce recommendation system driven by big data technology. Scientific Programming, 2021, 1-11. https://doi.org/10.1155/2021/3873059
  14. Gahlot, B., & Rani, P. (2023). A study of digital marketing strategies influencing buying behavior of e-commerce consumers. Research Review International Journal of Multidisciplinary, 8(6), 99-103. https://doi.org/10.31305/rrijm.2023.v08.n06.013
  15. Gao, B., Xie, H., Wang, Y., & Xie, Z. (2023). Principles of environmental and social psychology in UI/UX design for metaverse social games: A case study of Horizon Worlds. Environment and Social Psychology, 9(1). https://doi.org/10.54517/esp.v9i1.1871
  16. Gao, J., Siddik, A., Abbas, S., Hamayun, M., Masukujjaman, M., & Alam, S. (2023). Impact of e-commerce and digital marketing adoption on the financial and sustainability performance of MSMEs during the COVID-19 pandemic: An empirical study. Sustainability, 15(2), 1594. https://doi.org/10.3390/su15021594
  17. Hu, Z., Li, X., Chen, W., & Zhou, H. (2018). Examining collaborative filtering algorithms for clothing recommendation in e-commerce. Textile Research Journal, 89(14), 2821-2835. https://doi.org/10.1177/0040517518801200
  18. Isnaini, A., Rizan, M., &Febrilia, I. (2022). Factors affecting customer repurchase intention: Case study on food delivery application. JurnalDinamikaManajemen Dan Bisnis, 6(1), 1-18. https://doi.org/10.21009/jdmb.06.1.1
  19. Kabir, M., Hasan, M., Mandal, A., Tunkelang, D., & Wu, Z. (2023). A survey on e-commerce learning to rank. https://doi.org/10.21203/rs.3.rs-2712343/v1
  20. Kedah, Z. (2023). Use of e-commerce in the world of business. Startupreneur Business Digital (Sabda Journal), 2(1), 51-60. https://doi.org/10.33050/sabda.v2i1.273
  21. Khan, N., Khan, J., Li, J., Ullah, T., & Zhao, Q. (2024). Mining software insights: Uncovering the frequently occurring issues in low-rating software applications. PeerJ Computer Science, 10, e2115. https://doi.org/10.7717/peerj-cs.2115
  22. Lin, L., & Lu, C. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: The moderating effects of word-of-mouth. Tourism Review, 65(3), 16-34. https://doi.org/10.1108/16605371011083503
  23. Liu, L. (2022). E-commerce personalized recommendation based on machine learning technology. Mobile Information Systems, 2022, 1-11. https://doi.org/10.1155/2022/1761579
  24. Luo, T., & Qu, J. (2018). Factors influencing customers' purchase intention under C2B model. https://doi.org/10.2991/ichssr-18.2018.75
  25. Melisa, P., Mandey, S., & Jan, A. (2020). Analisispengaruhpromosi, inovasiproduk dan citraperusahaanterhadapkeputusanpembelianmelalui perceived value (studikasus pada milenial yang menggunakanmaskapai Garuda Indonesia). JMBI Unsrat (JurnalIlmiahManajemenBisnis Dan Inovasi Universitas Sam Ratulangi), 7(3). https://doi.org/10.35794/jmbi.v7i3.31515
  26. Miya, T., & Govender, I. (2022). UX/UI design of online learning platforms and their impact on learning: A review. International Journal of Research in Business and Social Science (2147-4478), 11(10), 316-327. https://doi.org/10.20525/ijrbs.v11i10.2236
  27. Nasti, N., Lubis, A., &Rasyd, A. (2024). Analysis of the influence of digital marketing on increasing customer loyalty in the industrial era 4.0. International Journal of Economics (IJEC), 3(2), 1298-1306. https://doi.org/10.55299/ijec.v3i2.1049
  28. Naughton, F., Jamison, J., & Sutton, S. (2013). Attitudes towards SMS text message smoking cessation support: A qualitative study of pregnant smokers. Health Education Research, 28(5), 911-922. https://doi.org/10.1093/her/cyt057
  29. Saluja, A., Kiran, R., Soth, D., Pawar, B., Pasunoori, V., Mungi, A., … &Jaysukhlal, S. (2023). Precision marketing strategy for e-commerce by using big data technology. https://doi.org/10.52783/jier.v3i2.433
  30. Shaheen, M., Zeba, F., Chatterjee, N., &Krishnankutty, R. (2019). Engaging customers through credible and useful reviews: The role of online trust. Young Consumers: Insight and Ideas for Responsible Marketers, 21(2), 137-153. https://doi.org/10.1108/yc-01-2019-0943
  31. Shailaja, B. (2024). Analysis of factors affecting customer retention on e-commerce with reference to Bangalore. EATP, 9364-9368. https://doi.org/10.53555/kuey.v30i4.4067
  32. Shao, R. (2022). Improvement of business analysis method of e-commerce system from the perspective of intelligent recommendation system. Advances in Multimedia, 2022, 1-13. https://doi.org/10.1155/2022/7860718
  33. Shin, Y., Thai, V., Grewal, D., & Kim, Y. (2017). Do corporate sustainable management activities improve customer satisfaction, word of mouth intention and repurchase intention? The International Journal of Logistics Management, 28(2), 555-570. https://doi.org/10.1108/ijlm-11-2015-0220
  34. Sudirjo, F., Fajariana, D., Vandika, A., &Sagena, U. (2024). The effect of digital transformation, user experience, and user interface on customer loyalty in technology startups in Bandung. West Science Interdisciplinary Studies, 2(09), 1850-1856. https://doi.org/10.58812/wsis.v2i09.1305
  35. Tandaju, C., Hendratono, T., & Soeroso, A. (2019). E-commerce website transformation for private travel agent. International Journal of Control and Automation, 12(9), 13-22. https://doi.org/10.33832/ijca.2019.12.9.02
  36. Tobing, G., Adinata, P., Pranatasari, F., & Kristia, K. (2023). The impact of sales promotion, user interface and user experience design on Shopee app users' repurchase intentions. International Journal of Engineering and Management Sciences, 8(3), 90-104. https://doi.org/10.21791/ijems.2023.027
  37. Wei, W. (2022). Data marketing optimization method combining deep neural network and evolutionary algorithm. Wireless Communications and Mobile Computing, 2022(1). https://doi.org/10.1155/2022/1646268
  38. Xia, L., & Monroe, K. (2017). It’s not all about money: The role of identity in perceived fairness of targeted promotions. Journal of Product & Brand Management, 26(3), 327-339. https://doi.org/10.1108/jpbm-05-2016-1196
  39. Xiao, L., Guo, F., Yu, F., & Liu, S. (2019). The effects of online shopping context cues on consumers’ purchase intention for cross-border e-commerce sustainability. Sustainability, 11(10), 2777. https://doi.org/10.3390/su11102777
  40. Yan, Q., Zhang, L., Li, Y., Wu, S., Sun, T., Wang, L., … & Chen, H. (2016). Effects of product portfolios and recommendation timing in the efficiency of personalized recommendation. Journal of Consumer Behaviour, 15(6), 516-526. https://doi.org/10.1002/cb.1588
  41. Yerpude, S., Sood, K., & Grima, S. (2022). Blockchain-augmented digital supply chain management: A way to sustainable business. Journal of Risk and Financial Management, 16(1), 7. https://doi.org/10.3390/jrfm16010007
  42. Yu, Y., & Lin, Y. (2023). Analysis on e-commerce companies’ business strategies based on shipping data. https://doi.org/10.4108/eai.19-5-2023.2334253
  43. Zhan, X., Xu, Y., & Liu, Y. (2024). Personalized UI layout generation using deep learning: An adaptive interface design approach for enhanced user experience. JAIGS, 6(1), 463-478. https://doi.org/10.60087/jaigs.v6i1.270
  44. Zhou, J., Wang, X., Song, L., & Wu, J. (2017). Is it new? Personal and contextual influences on perceptions of novelty and creativity. Journal of Applied Psychology, 102(2), 180-202. https://doi.org/10.1037/apl0000166

Copyright @ 2026-2017 IRJIET. All Right Reserved.

Developed by Byzero Technologies