Virtual marketing and customer engagement: Evidence from digital consumers in Tamil Nadu

The rapid diffusion of digital technologies has transformed marketing practices, leading to the emergence of virtual marketing as an advanced mode of customer interaction. Virtual marketing integrates interactive platforms, artificial intelligence, immersive technologies, and personalized communication to enhance engagement. In a competitive digital environment, customer engagement has become a key determinant of business performance. This study examines the impact of virtual marketing on customer engagement among digital consumers in Tamil Nadu using primary data from 250 respondents. Statistical tools such as percentage analysis, correlation, regression, and chi-square tests were employed. The findings reveal that virtual marketing significantly improves engagement, with personalization and interactivity exerting the strongest influence. The study provides regional empirical evidence and strategic implications for strengthening engagement through virtual platforms.