Businesses are depending more and more on digital marketing tactics because of the constantly evolving digital landscape in order to build long-lasting relationships with their brands and strengthen their connections with their audiences. The dissertation  investigates the interrelationship between digital marketing activities, customer engagement, and brand loyalty, focusing on Greek enterprises across various sectors and sizes. The study investigates whether digital marketing efforts improve customer engagement and how this engagement helps to increase brand loyalty.

According to an extensive research analysis, we found that personalization, interaction, and emotionally driven material are key factors in digital marketing that have a significant impact on engagement trends and also long-lasting customer loyalty. Key concepts like behavioral, emotional, and cognitive engagement are being investigated as mediators in the relationship between the consumer and the brand. The study adopts a quantitative research approach and uses structured questionnaires which where distributed to 150 business representatives from companies which are based in Athens and Thessaloniki.

There is a thorough data analysis, which include descriptive statistics, ANOVA tests, Pearson correlation, and multiple regression analysis. The findings of the research show that the size of the company, the sector and the digital marketing channels, all have a substantial impact on consumer engagement. More significantly, the study shows that brand loyalty and customer engagement are strongly positively correlated, with engagement accounting for 73.7% of the variation in loyalty.

The results of the research shows how important digital marketing is, in creating brand loyalty and increasing consumer engagement. This study contributes to the existing literature by providing localized empirical evidence and emphasizes the importance for greek businesses to start using integrated, personalized and engaging digital marketing strategies. It also provides opportunities for more investigation about ethical, emotional and cultural factors for businesses in order to shape digital brand relationships.