Influence of Customer Loyalty on Digital Marketing Strategies: Case of Millennials’

Digital marketing has helped companies acquire new customers all over the world, mainly those in generation Y, market and advertise their products. Millennials, consisting of high purchasing power, can access the digital world on a daily basis and purchase from different websites and brands, that’s why marketers ‘main objective is to make them loyal as they are the most powerful digital actors. This study will help figuring out how digital marketing strategies can be used to increase the loyalty among the millennial customers by examining the indirect impact of perceived compatibility, perceived usefulness, perceived ease of use, innovativeness, subjective norms and trust. These five independent variables will be used to predict one dependent variable i.e., e-loyalty. Data has been gathered at universities and high schools all over the island: The survey was conducted through the use of a questionnaire administered amongst 203respondents. A convenience sampling approach was utilized in data collection process. A path analysis using PLS-SEM was conducted to test the proposed hypotheses. The results of the analysis showed that all the hypotheses (14 out of 14) were accepted.