• Prof. Mahadev Nimbaragi,
• Mr.MUSTAQ MULLA

A common belief is that one of the most significant aspects of deciding an organization's fate is customer loyalty. Organizations in the era of digitization should consider cutting-edge tactics to boost their market share and competitiveness by utilizing the potential of digital content and improving their digital skills. The study's goal is to better understand the respondents' backgrounds and determine the influence of digital marketing on brand loyalty and customer retention. This research is descriptive in nature. Five fast food restaurants' patrons made up the research sample for this study. 240 clients consented to participate in the study after being selected using a convenient selection technique. Structured questionnaires with five-point Likert Scale statements were used in the survey. Primary data was collected from a sample of 216 respondents who are familiar with digital platforms such as Flipkart, Amazon, Myntra, and other digital marketing platforms. The questionnaire was distributed to 240 people, 216 of whom completed it. To examine the data, the statistical software SPSS 20.0 was utilized. The whole publication discusses both the analysis and the interpretation.

Customer, Brand Loyalty, Digital Marketing, Retention, Competitiveness.

"“ An Investigation on the Effects of Digital Marketing on Brand Loyalty and Customer Retention”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 4, page no.g350-g357, April-2024, Available :http://www.jetir.org/papers/JETIR2404646.pdf

"“ An Investigation on the Effects of Digital Marketing on Brand Loyalty and Customer Retention”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 4, page no. ppg350-g357, April-2024, Available at : http://www.jetir.org/papers/JETIR2404646.pdf