Digital Strategies and Consumer Engagement: Insight from Retail Entrepreneur

This study’s context aligns with aspirations of SDG 9, one of the UN’s 17 SDGs. This goal 9 advocates innovation. Before this research, there were limited empirical explorations that combined digital innovation and customer engagement. Especially in emerging economies. Hence, this paper is needed to bridge a gap created by limited empirical insights on DI (Digital Innovation = X) and CE (Consumer Engagement = Y). This paper applies a survey research design. Using the census, study population (107) constitutes sample size for this study. Copies of structured questionnaire (107) sent out were all recovered and valid. Using descriptive and inferential statistics (SPSS 26), analyses of data went smoothly. Multiple regression analyses demonstrate positive and significant influences of SEO (Search Engine Optimisation = x1), PPCA (Pay-Per-Click-Advertising = x2), SMM (Social Media Marketing = x3), and CM (Content Marketing = x4) on CE, respectively. Therefore, H1, H2, H3, & H4 were respectively supported. Findings from this study imply that digital innovation are not merely promotional tools but strategically required for consumer engagement. This underscores veritable need for innovative and technologically driven digital contexts to strengthen competitive advantage in an evolving economy. This investigation earns novelty as it addresses longstanding issue of insufficient insight into innovative digital-related and customer engagement issues that threaten retail entrepreneurs in emerging economies.