¹Soumya P, ²Dr. Mahesh Kumar C A. A COMPARATIVE STUDY ON INTEGRATED MARKETING COMMUNICATION (IMC) STRATEGIES OF AJIO AND MYNTRA AND THEIR IMPACT ON CUSTOMER ENGAGEMENT IN ONLINE FASHION ECOMMERCE. IJESSML 2026, 7 (3), 372-383. https://doi.org/10.64751/jh1gea62.