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Abstract:

This study examines the role of digital marketing strategies in enhancing consumer engagement at Dr. Min K Beauty Clinic, one of the growing aesthetic clinics in Yangon, Myanmar. As competition within the aesthetic and beauty industry continues to increase, clinics are increasingly relying on digital marketing activities to attract, engage, and retain customers. However, despite significant investments in social media platforms and online promotions, there remains limited understanding of which digital marketing strategies most effectively influence consumer engagement in the context of aesthetic clinics. Therefore, this study was conducted to investigate the effects of social media content quality, influencer marketing, paid advertising, and promotional campaigns on consumer engagement. A quantitative research approach was employed, and primary data were collected from 346 respondents through structured questionnaires distributed via Google Forms and handwritten surveys conducted at the clinic. The collected data were analyzed using IBM SPSS Statistics through reliability analysis, descriptive statistics, correlation analysis, and hypothesis testing. The scope of the study was limited to consumers associated with Dr. Min K Beauty Clinic in Yangon and focused only on four selected digital marketing variables. The findings revealed that all four digital marketing factors have positive and significant effects on consumer engagement. Among the variables, social media content quality demonstrated the strongest relationship with consumer engagement, followed by promotional campaigns, influencer marketing, and paid advertising. The results suggest that consumers are more likely to engage with aesthetic clinics when they are exposed to informative social media content, attractive promotional offers, credible influencer recommendations, and relevant online advertisements. Based on these findings, the study recommends that Dr. Min K Beauty Clinic continue investing in high-quality social media content, strengthen collaborations with suitable influencers, optimize digital advertising campaigns, and develop attractive promotional programs to improve consumer engagement and maintain competitive advantage. Furthermore, future studies are encouraged to examine additional factors such as trust, brand image, customer satisfaction, and electronic word-of-mouth to provide a broader understanding of consumer engagement within the aesthetic clinic industry.

Author:

TIN THANDAR NYUNT