Digital Marketing and its Role in Customer Engagement

The study aims to understand and measure the role of digital marketing (DM) (attraction, engagement, retention, learning, communication) in achieving customer engagement (CE), as digital marketing has become one of the most important practices controlling sales and purchase operations at both local and global levels. The main objective of the research is to identify whether electronic marketing practices add value by converting the product into something that satisfies the customer. Thus, electronic marketing significantly contributes to facilitating and supporting electronic businesses. The research was applied to a sample of 45 customers who interact with the company and those who do not engage with electronic marketing practices during the time period of 2022-2023. Based on the research results and hypothesis analysis, the researcher recommends using creative methods to reach customers via the Internet, employing promotional strategies to attract them to the website, and ensuring customer immersion in advertising participation. Additionally, there is a need to retain current customers and attract new ones by creating communication channels.