Abstract

This Study examines how consumers in India perceive the digital marketing initiatives of Bata, a legacy footwear brand undergoing rapid digital transformation. The study adopts a quantitative research design and is based on data collected from 253 respondents, of which 251 valid responses from online consumers residing across Tier 1 to Tier 3 cities in India were retained for analysis. The study focuses on how five key digital marketing variables content quality, personalization, consumer engagement, brand trust, and posting frequency/accessibility influence the overall perception of consumers. The results indicate that although all variables are positively correlated, only content quality and consumer engagement significantly predict consumer perception, highlighting that credible, attractive, and interactive digital experiences are crucial in influencing brand evaluations. While personalization, trust, and accessibility are viewed favourably, they do not serve as independent predictors of perception when other factors are controlled. The results highlight gaps in terms of inconsistent campaign frequency and limited access across various platforms and additionally highlight how Bata’s digital performance compares with digital first competitors, highlighting areas where the brand needs improvement. Based on the empirical findings, the study provides strategic recommendations such as enhancing content design, strengthening interactive touchpoints, and improving the performance of platforms. The study adds to the scholarly discussions surrounding digital transformation within established brands and offers practical guidance for improving Bata’s digital marketing performance in a competitive and rapidly evolving retail environment. …víceméně