An Empirical Study of Digital Marketing and Brand Value Among Business Enterprises in Tamilnadu

Abstract

Studying brand value in the Indian digital marketing environment is consequently important for understanding how digital communication, consumer engagement, online experiences, and brand-related perceptions contribute to the long-term competitiveness and sustainability of businesses. For these purpose 160 businessmen selected from Salem District of Tamil Nadu using convenient sampling method. Interview schedule method is used to conduct research and to test the above hypothesis, descriptive analysis, t-test, F-test are used. The results show that human capital factors, particularly education and income, play a more important role in shaping brand value perceptions than business-related characteristics such as business age, entrepreneurial generation, or business sector. These findings imply that improving entrepreneurial knowledge, managerial competencies, and financial capacity may contribute more effectively to enhancing brand value than merely increasing business experience or operating in a particular sector.