In the digital commerce landscape, consumer engagement has become a critical metric for assessing the effectiveness of marketing strategies. This study investigates how key digital marketing elements—trust, interactivity, relevance, and accessibility—influence customer engagement on Flipkart, one of India's leading e-commerce platforms. Employing a structural equation modeling (SEM) approach, the study analyzes responses from Flipkart users to determine the impact of these variables on consumer engagement. The findings reveal that trust exerts the strongest influence, followed by relevance, accessibility, and interactivity. The results underscore the importance of building trustworthy, relevant, and user-friendly digital experiences to sustain consumer attention and participation in competitive online marketplaces. The study provides strategic insights for marketers seeking to optimize engagement and foster long-term consumer relationships in the digital era.
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