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INTERNATIONAL JOURNAL OF ADVANCED RESEARCH IN COMMERCE, MANAGEMENT & SOCIAL SCIENCE (IJARCMSS) [ Vol. 9 | No. 1 (I) | January - March, 2026 ]

The Impact of Digital Marketing Strategies on Customer Satisfaction in the Mobile Industry in Semi-Urban Kangra District in India

Dr. Ruchi Sharma, Vishal Singh & Prof. Surya Rashmi Rawat

The mobile sector has experienced immense growth spurts due to the increasing use of digital marketing strategies; however, as technology develops, so do the impacts of digital marketing on customer satisfaction in semi-urban areas. This study evaluated the influence of digital marketing methods social media marketing (SMM), search engine marketing (SEM), influencer marketing, AI-based personalization, and mobile/website experience) on the customer satisfaction of mobile users in the Kangra region. A structured Likert scale questionnaire was used to collect data from 208 participants as per the quantitative methodology. Each dimension of digital marketing was found too significantly and positively impact customer satisfaction, with the largest contribution coming from mobile/website experience and the second largest from AI-based personalization. Therefore, the results of this study indicate that customers require seamless and personalized digital interactions; with SEM and social media marketing also affecting customer satisfaction, while influencer marketing only made a minor contribution. The implications of this study indicate that companies need to develop digital platforms that enhance ease of use and create personalized methods to increase customer satisfaction and maintain competitiveness.

Sharma, R., Singh, V. & Rawat, S. (2026). The Impact of Digital Marketing Strategies on Customer Satisfaction in the Mobile Industry in Semi-Urban Kangra District in India. International Journal of Advanced Research in Commerce, Management & Social Science, 09(01(I)), 236–245. https://doi.org/10.62823/IJARCMSS/9.1(I).8684
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DOI:

Article DOI: 10.62823/IJARCMSS/9.1(I).8684

DOI URL: https://doi.org/10.62823/IJARCMSS/9.1(I).8684

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