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Abstract:

This study focuses on digital marketing strategies and consumer engagement in KFC Myanmar. Social media marketing, content marketing, influencer collaborations, mobile app and online and promotional campaigns are independent variables and consumer engagement is dependent variable. Quantitative research method is used to achieve the objectives. Primary data and secondary data are used in this study. Primary data are collected from 384 customers of KFC Myanmar by using convenience sampling method. Secondary data are gathered from documents of KFC Myanmar, government reports, relevant research papers and internet web sites. Reliability test, descriptive statistics and regression analysis are used to analyze the data. Findings reveal that social media marketing, influencer collaborations, mobile app and online and promotional campaigns have positive and significant impact on consumer engagement. However, content marketing does not impact on consumer engagement. Among the digital marketing factors, social media marketing is the most influencing factor on consumer engagement. This study suggests that KFC Myanmar should strengthen localized storytelling, expanding platform presence, enhancing mobile app interactivity, and refining targeted advertising with personalization.

Author:

KHIN ZAR MON