Recent Papers

This study investigates the changing landscape of Direct-to-Consumer (DTC) marketing, with a focus on how digital-first brands use different strategies to establish customer relationships and foster brand advocacy. As e-commerce has grown and consumer behavior has shifted, DTC brands cut out intermediaries and engage directly with customers via digital channels. The research sought to investigate important marketing strategies like Personalisation, Influencer Marketing, Brand Trust, and Social Media Presence, and their effect on Customer Recommendation. Data was gathered using systematic surveys and analyzed via regression methods to determine the strength and significance of variable relationships. Of all the factors that were taken into account, Personalisation was the only statistically significant variable that affected customer recommendation, which implies that customers will recommend brands that provide customized and relevant experiences more likely. Other variables, although significant in theory, failed to demonstrate a strong direct effect in the regression analysis. The results highlight the significance of personalisation in DTC marketing and suggest that brands should invest more in data-driven marketing that appeals to individual tastes. The research offers actionable takeaways for marketers to better fine-tune their strategy and put customer-centricity at the forefront to foster long-term loyalty and brand advocacy in the competitive DTC landscape.

Copyright © 2025 Rudhra S. This is an open access article distributed under the Creative Commons Attribution License.