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This study examines how digital marketing strategies impact consumer engagement in Myanmar’s supermarket retail industry. Using a quantitative approach, primary data were gathered from 196 respondents via Google Forms across City Mart, Ocean Super Center, and Capital Retail, focusing on B2C Facebook activities. Data analysis involved descriptive and multiple regression methods. Results show that digital marketing and consumer engagement are perceived highly. Social media content, online promotions, influencer reviews, and posting consistency all significantly boost engagement, with content being the strongest predictor. The research enriches emerging market literature and offers practical guidance for retail managers.

AUTHOR: AYE SANDI AUNG