E-commerce Dynamics: Digital Marketing Trends Redefining Chinese Consumer Engagement

Chinese cosmetics industry has made a major contribution to the Asian beauty and personal care market growth through ecommerce, digitalization and online interaction to maximize customer engagement. The online media have become a part of the daily life of every individual in society and it offers high coverage across the boundaries for customer interaction. Inspired by this vast dispersion of the effectiveness of digital technology, this study aimed to investigate the impact of the use of e-commerce on customer engagement. In this domain, the study designed the conceptual framework in which digital marketing was designated a mediating role and customer relationship management and customer purchase intentions were used as the moderators on the mediation impact. In the SEM results, the study encountered significant results for the direct and indirect effects, meanwhile, the moderators were insignificant. In the implications and contributions, the study revealed that the use of e-commerce is a robust strategy that has incumbent outcomes for organizations. In this myriad, companies that are using the radical idea of digital marketing are enjoying maximum customer engagement.