A STUDY ON INFLUENCE OF DIGITAL BRANDING ON CUSTOMER PERCEPTION TOWARDS WATCHES IN MADURAI CITY

Special Issue - Innovative Commerce: Bridging Business and Computer Applications (ICBBCA-2026) |PG Department of Commerce with Computer Applications, Mannar Thirumalai Naicker College, Madurai – March 2026| International Journal of Computer Science (IJCS) Published by SK Research Group of Companies (SKRGC)

Abstract

In the present world, the entire world now appears to be online, meaning there are more intermediaries between brands and consumers than at any previous time (for example, social media, search engines, and digital advertising). In the watch industry specifically, digital branding can be utilized (through social media, online advertisements, word-of-mouth activity, and customer reviews) to shape how consumers perceive watch brands and what triggers their purchase decision. Therefore, the purpose of this study, entitled “A Study on the Influence of Digital Branding on Customer Perception Towards Watches in Madurai City”, was to investigate the relationship between consumers’ views of digital branding and their likelihood of purchasing. To achieve this purpose, a descriptive design was used; it utilized both primary and secondary data sets collected via a structured questionnaire from the inhabitants of Madurai City and academic and non-academic journals and websites. The data collected was analyzed via percentage analysis and chi-square analysis. Findings from the current study demonstrate that consumers are more likely to be aware of, trust and have a preference for a specific brand of watch due to their use of digital branding than prior to their use.

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Keywords

Digital Branding, Digital Advertising