International Journal on Science and Technology

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Call for Paper Volume 17 Issue 3 July-September 2026 Submit your research before last 3 days of September to publish your research paper in the issue of July-September.
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Volume 17 Issue 3
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An analysis of the correlation between digital marketing spend and perceived brand value in masstige e commerce

Author(s) Mr. IRSHAD MK, Dr. JAYAPRAKASAN PP
Country India
Abstract In today’s highly competitive ecommerce landscape, brands increasingly rely on digital marketing not just to reach audiences but to build lasting consumer trust and value. This study explores how brand-building digital marketing spend influences perceived brand value in the masstige ecommerce sector, with a focus on the mediating role of perceived authenticity. Using data from 664 respondents, three levels of analysis were carried out: correlation, regression, and mediation. The correlation results revealed strong positive relationships among digital marketing spend, authenticity, and brand value, highlighting authenticity as the most strongly connected factor. Regression analysis showed that marketing spend significantly predicts brand value, but with notable variance left unexplained, suggesting the presence of mediating influences. Mediation testing confirmed that authenticity serves as a key mechanism, partially mediating the relationship between marketing spend and brand value. The findings suggest that while digital marketing directly enhances brand value, its true impact is magnified when consumers also perceive the brand as authentic. This underscores the importance of authenticity in converting marketing efforts into meaningful consumer perceptions. Overall, the study contributes to theory by clarifying how marketing investments translate into brand equity, and to practice by guiding managers to design digital campaigns that resonate authentically with consumers.
Keywords Digital marketing spend, Perceived brand value, Brand authenticity, Masstige E-Commerce, Consumer perception, Brand equity
Field Business Administration
Published In Volume 17, Issue 3, July-September 2026
Published On 2026-07-09
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Crossref DOI prefix of IJSAT is 10.71097/IJSAT

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