Paper Title
TRANSFORMING RETAIL: THE IMPACT OF NEW MEDIA ON CONSUMER ENGAGEMENT AND MARKETING STRATEGIES
Keywords
- new media
- consumer engagement
- marketing strategies
- digital platforms
- social media
- influencer marketing
- personalization
- omnichannel retailing
- customer relationships
- brand loyalty.
Publication Info
Volume: 13 | Issue: 1 | Pages: 1-12
Published On
February, 2025
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Abstract
The rapid evolution of new media has revolutionized the retail industry, reshaping how businesses engage with consumers and develop marketing strategies. This transformation is driven by the widespread adoption of digital platforms, social media, and mobile technology, which have redefined consumer behavior and expectations. Retailers now leverage social media channels, influencer marketing, personalized content, and real-time interactions to build stronger customer relationships and enhance brand loyalty. Additionally, data analytics and artificial intelligence enable businesses to gain deeper insights into consumer preferences, allowing for targeted marketing campaigns that are both efficient and effective. This shift toward digital engagement has also led to the rise of e-commerce and omnichannel retailing, where seamless integration between online and offline experiences is essential for success. This paper explores the profound impact of new media on consumer engagement and marketing strategies, highlighting key trends, challenges, and future opportunities for retailers in an increasingly connected world.
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