ANALYZING THE EFFECTIVENESS OF DIGITAL MARKETING ADVERTISING AMONG GENERATION Y IN THE CONSUMER ELECTRONICS SECTOR

Abstract

Digital marketing has revolutionized the way brands connect with consumers, particularly Generation Y             (Millennials), who are highly engaged with online platforms. This study explores the effectiveness of             digital marketing advertising among Generation Y in the consumer electronics sector, analyzing how             different strategies impact brand awareness, engagement, and purchase intent. Key performance metrics             include brand recall, trust, engagement levels, and purchasing decisions. Verdicts indicate that social             media marketing and influencer collaborations have the strongest influence on brand engagement and             consumer trust, while search engine marketing (SEM) plays a vital role in driving purchase decisions.             Personalized email campaigns, when executed effectively, contribute to customer retention but show             limited effectiveness compared to other channels. Additionally, user-generated content (UGC) and             electronic word-of-mouth (eWOM) are found to significantly impact consumer trust and decision-            making processes. The study highlights major challenges in digital advertising, including ad fatigue,             lack of personalization, and skepticism toward traditional promotional content. Brands targeting             Generation Y must focus on authenticity, transparency, and interactive content to maximize digital             marketing success. In assumption, digital marketing strategies must be tailored to the bahavioural             patterns of Generation Y consumers, with an emphasis on social engagement, influencer             collaborations, and AI-driven personalization. “Marketers should prioritize short-form video             content, omnichannel presence, and trust-building initiatives to enhance the effectiveness of digital             advertising in the consumer electronics sector.