In the contemporary digital era, marketing practices have undergone significant transformation due to rapid technological advancements and the widespread adoption of the internet. Digital marketing has emerged as an essential tool for businesses to promote products, build brand awareness, and reach a wider customer base through online platforms. The present study examines the effectiveness of digital marketing practices adopted by HalfPe E-commerce Company in Tirupati. The research analyzes various digital marketing tools such as social media marketing, search engine marketing, and online promotional strategies used by the company to attract customers and enhance engagement. Data for the study were collected through a structured questionnaire from respondents familiar with the HalfPe platform. The findings indicate that social media platforms, particularly Instagram, play a major role in creating brand awareness and influencing customer purchase decisions. The study concludes that effective digital marketing strategies significantly contribute to improving customer engagement, strengthening brand visibility, and supporting the growth of e-commerce businesses.
Pravallika et al. (Mon,) studied this question.