International Journal For Multidisciplinary Research

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

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 8, Issue 5 (September-October 2026) Submit your research before last 3 days of October to publish your research paper in the issue of September-October.
Submit Research Paper Join as a Reviewer

Plagiarism is checked by the leading plagiarism checker TurnItIn

Call for Paper

Volume 8 Issue 5
September-October 2026

Submit your research paper

Indexing Partners
Academia Advanced Sciences Index Bielefeld Academic Search Engine CiteSeer DRJI Google Scholar Independent Search Engine & Directory Network ISI (International Scientific Indexing) Issuu Mendeley Research Networks
RefSeek ResearcherId - Thomson Reuters ResearchGate Scirus Scribd Semantic Scholar UTeM - Universiti Teknikal Malaysia Melaka Wiki for Call for Papers WorldCat Zenodo

A Study On Engagement And Purchase Intent For boAt Airdopes Among Indian Consumers

Author(s) Mr. Dev Vikal, Dr. Kiran G
Country India
Abstract India’s truly wireless stereo (TWS) earbuds category has matured rapidly, and boAt has retained volume leadership largely on the strength of aggressive digital and influencer-led marketing. This study examines how far consumer engagement with boAt’s digital content translates into purchase intent for boAt Airdopes among Indian consumers.
A descriptive research design was adopted and primary data was collected from 120 respondents through a structured questionnaire covering exposure, platform preference, six engagement statements and six purchase-intent statements measured on a five-point Likert scale. The data was analysed using simple descriptive techniques frequency counts, percentages, mean scores and comparison of group averages without the use of advanced statistical modelling.
The findings show moderate engagement (overall mean 2.90) and slightly higher purchase intent (overall mean 3.10). Respondents who reported higher engagement recorded a distinctly higher mean purchase intent (3.52) than those with low engagement (2.68), indicating that the depth of engagement, rather than the mere frequency of exposure, is associated with buying intent. Notably, product features and sound quality (48.3%) far outweighed brand image and influencer recommendations as the most influential purchase factor.
The study concludes that boAt’s digital marketing is effective at building visibility and trust but must be tied more closely to demonstrated product quality to convert attention into purchase.
Keywords Digital Marketing, Consumer Engagement, Purchase Intention, boAt Airdopes, TWS Earbuds, Influencer Marketing, Brand Trust, Indian Consumers, Descriptive Study.
Published In Volume 8, Issue 4, July-August 2026
Published On 2026-08-28
View / Download PDF File

Share this



E-ISSN 2582-2160
CrossRef

CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

Downloads
Research Paper Format Copyright Permission Form and Undertaking Form

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA Open Access

About IJFMR
Fees & Payment
Current Issue
Publication Archive 		Submit Research Paper
Track Submission Status
Publication Guidelines
Publication Ethics
Peer Review & Plagiarism 		Join as a Reviewer
Editors & Reviewers
Reviewer Referral Program
Get Reviewer Membership Certi. 		Website/Journal Policies
Usage Policy
Content Policies
Privacy Policy
Contact Us +91-9687-828-838 editor@ijfmr.com
Powered by Sky Research Publication and Journals