International Journal For Multidisciplinary Research

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A Comparative Study of Personalized Digital Marketing Strategies in E-Commerce: A Case of Amazon India and Nykaa.

Author(s) Chendi Krishna Priya, Ms. S. Shireesha, Dr. T. Vara Lakshmi
Country India
Abstract The e-commerce industry in India has seen tremendous growth in the past ten years due to technology advancement, affordable internet, and changing consumer habits. As a result, customer retention and loyalty have become fundamental for sustainable business performance in a competitive marketplace. More than ever, consumers want to engage with an online platform where they experience more personalization, relevance, and convenience. In response to this demand, e-commerce companies are increasingly using data-driven, digital marketing methods to provide personalized experiences and build brand-customer relationships.
This research provides comparative analysis on personality integrated in marketing for the e-commerce industry, where two major platforms, Amazon India and Nykaa, have adopted personalization in their marketing strategy. This research examines the relationship between personalized digital marketing campaigns, customer loyalty, trust, satisfaction, and the intention to repurchase. A mixed-method approach is utilized, which includes both primary and secondary data. The primary data is collected through a combination of online questionnaires and interviews targeting active e-commerce users from all age groups and market segments, and the secondary data is gathered from company reports, marketing databases, and academic literature.
Keywords Personalized Digital Marketing, E-commerce, Customer Loyalty, Customer Retention, Amazon India, Nykaa.
Field Business Administration
Published In Volume 7, Issue 6, November-December 2025
Published On 2025-12-02
DOI https://doi.org/10.36948/ijfmr.2025.v07i06.61571
Short DOI https://doi.org/hbdrg3
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