A COMPARATIVE STUDY ON INTEGRATED MARKETING COMMUNICATION (IMC) STRATEGIES OF AJIO AND MYNTRA AND THEIR IMPACT ON CUSTOMER ENGAGEMENT IN ONLINE FASHION ECOMMERCE

Abstract

The rapid growth of online fashion retail in India has made Integrated Marketing Communication (IMC) a central tool for ecommerce platforms seeking to build brand awareness, encourage interaction and secure long-term customer loyalty. This study undertakes a comparative evaluation of the IMC strategies adopted by two leading online fashion e-commerce platforms, AJIO and Myntra, and examines their influence on customer engagement and purchase behaviour. IMC is understood here as the coordinated use of digital advertising, social media marketing, influencer and celebrity promotions, content marketing, sales promotions, personalised marketing and mobile-application communication to deliver a consistent brand message across touchpoints. A descriptive and comparative research design was adopted, combining primary data collected from 200 respondents through a structured questionnaire administered on a five-point Likert scale, with secondary data drawn from textbooks, research journals, company websites and industry reports. Respondents were selected using simple random sampling from among consumers who have purchased fashion products through AJIO, Myntra or other online platforms. The findings indicate that IMC activities exert a consistently positive influence on brand awareness, customer interaction, trust, purchase intention, satisfaction and loyalty. Social media marketing, influencer and celebrity promotions, and discount and festive-sale campaigns emerged as the most influential communication tools, particularly among younger, employed and student respondents who form the dominant user base of both platforms. Personalised recommendations and customer reviews were also found to meaningfully shape trust and the overall shopping experience. The study concludes that a well-integrated, consistent communication strategy across digital advertising, social media, influencer collaboration and personalised marketing is essential for online fashion retailers seeking to strengthen customer engagement and long-term brand loyalty in an increasingly competitive market. Keywords: Integrated Marketing Communication, Customer Engagement, AJIO, Myntra, Online Fashion E-Commerce, Digital Marketing, Influencer Marketing, Brand Loyalty.