Abstract: In the contemporary digital era, businesses are increasingly adopting digital marketing practices to enhance their performance and competitiveness. This study examines the influence of digital marketing practices on modern business management, focusing on how various digital tools contribute to organizational growth and effectiveness. The research is based on both primary and secondary data, with primary data collected from 150 respondents using a structured questionnaire. Statistical tools such as Structural Equation Modeling (SEM), correlation analysis, and the Friedman Rank Test were employed to analyze the data and identify significant relationships among variables.
The findings reveal that social media platforms, digital content, and websites are the most influential digital marketing tools driving business growth. The correlation analysis indicates strong positive relationships among various digital marketing practices, suggesting that these tools are highly interrelated and mutually reinforcing. The SEM results highlight key challenges such as changing consumer behavior, rapid technological changes, and data privacy concerns as major factors affecting digital marketing effectiveness. The study concludes that adopting a strategic, integrated, and data-driven approach to digital marketing can significantly enhance business management practices, improve customer engagement, and ensure sustainable growth in a competitive environment.
Keywords: contemporary digital era, digital marketing practices, modern business management, social media platforms, digital content, competitive environment.
Title: THE INFLUENCE OF DIGITAL MARKETING PRACTICES ON MODERN BUSINESS MANAGEMENT
Author: T. Thajithabanu, Dr.R.Kalidoss
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
Vol. 14, Issue 1, April 2026 - September 2026
Page No: 698-704
Research Publish Journals
Website: www.researchpublish.com
Published Date: 23-July-2026
