International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Volume 8 Issue 4
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A Study on Marketing Automation and Its Impact on Customer Loyalty and Purchase Intention

Author(s) Dr. Kavitha H, Ms. Soundarya S G, Mr. Lingaraja B M, Ms. Ramya Ningoji
Country India
Abstract Marketing automation has become a vital component of digital marketing, enabling organisations to personalise customer interactions, increase engagement, and influence purchasing behaviour. This study investigates the effect of marketing automation, including AI-powered marketing, automated emails, and automated messages, on customer loyalty and purchase intent. A descriptive research design and a quantitative approach were used, with 101 respondents in Davangere providing primary data via structured questionnaires. The data were analysed using reliability, correlation, and multiple regression analyses. With a Cronbach's Alpha of 0.841, the results indicate that the research instrument is highly reliable. The results show that AI-driven marketing automation, automated emails, customer loyalty, buy intention, and purchase behaviour are all significantly and positively correlated. The regression model is statistically significant (F = 11.764, p < 0.001) and accounts for 38.2% of the variation in purchasing behaviour. The only significant individual predictor of purchase behaviour was consumer engagement (B = 0.436, p < 0.001). According to the study's findings, effective marketing automation, especially personalised and engagement-driven communication, can increase customer loyalty and purchase intention. The results emphasise the importance of strategically using marketing automation to provide timely, relevant, and customised consumer experiences.
Keywords AI-driven Marketing Automation, Purchase intention, Customer loyalty, Consumer Engagement, Marketing Automation Tools.
Field Sociology > Administration / Law / Management
Published In Volume 8, Issue 4, July-August 2026
Published On 2026-08-16
DOI https://doi.org/10.36948/ijfmr.2026.v08i04.85638
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