Digital Marketing Effectiveness of Dinshaw’s and Haldiram’s: A Comparative Analysis across Different Levels of Social Media Engagement

Abstract

he rapid growth of digital technologies and social media platforms has transformed the way organizations communicate with consumers and promote their products and services. In the highly competitive food and beverage industry, digital marketing has become an essential tool for enhancing brand visibility, customer engagement, and market performance. The present study compares the digital marketing effectiveness of Dinshaw's and Haldiram's across different levels of social media engagement. The study aims to assess consumers' social media engagement with both brands, evaluate the effectiveness of their digital marketing activities, and examine the relationship between social media engagement and perceived digital marketing effectiveness. The research adopts a descriptive and comparative research design and is based on primary data collected through a structured questionnaire from 253 respondents. Convenience sampling was used for data collection. Statistical tools such as descriptive statistics, Cronbach's Alpha, Paired Sample t-test, Pearson Correlation, Regression Analysis, One-Way ANOVA, and Tukey Post Hoc Test were employed for data analysis. The findings reveal that while both brands exhibit comparable levels of social media engagement, Haldiram's demonstrates significantly higher digital marketing effectiveness than Dinshaw's. The study further establishes that social media engagement positively influences digital marketing effectiveness for both brands, with the relationship being substantially stronger for Haldiram's. Consumers with high levels of social media engagement perceive digital marketing activities more positively than those with lower engagement levels. The study concludes that effective utilization of social media engagement strategies can significantly enhance digital marketing outcomes and strengthen brand performance. The findings provide valuable insights for marketers, researchers, and business organizations seeking to improve digital marketing effectiveness through enhanced consumer engagement.