Exploring the Strategic Role of Digital Transactions in Consumer Behavior and Brand Engagement

Digital payment technologies has become an effective methodology to shape the consumer behavioral pattern and reach the brands (Visconti-Caparrós et al., 2022). This paper explores the strategic marketing implications of digital transactions, or rather, the effects of platforms such as UPI, mobile wallets, and contactless cards on the purchase behavior, consumer loyalty, as well as informing personalized data. A survey of 300 consumers and 50 marketing professionals is combined with expert interviews in order to identify trends of adoption, trust, and engagement. The results indicate that frictionless and secure consumer payments increase consumer confidence and retention rates, and, as a result, the transaction information can be used to market to consumers, real-time adjust campaigns, and serve as a signal to campaign segmentation. The report establishes principal demographic and purchase behavior, associates payment acceptance to repeat purchases and the possibility of digital payments as interaction tools.