This study evaluates the effects of Digital Engagement Marketing on consumer durable goods Buying Purpose, customer confidence, and brand affiliation. Understanding how marketers should create engagement tactics for online customers is the goal. Information from 254 social media women who had purchased consumer durables on social media over the previous 12 months was gathered via purposeful sampling. The findings of the study indicate that Digital Engagement Marketing significantly increases Brand Connection and trust, which in turn strengthens Buying Purposes and actual purchasing behaviour. The study describes how customers' decisions are mediated by brand perception and believability. The strategic conclusion is that in order to boost conversion rates and establish trust through involvement, businesses must enhance their Digital Engagement Marketing activities. This is a novel addition as it addresses a vacuum in the literature review, namely the relationship between trust, social media Brand Connection, and online durable goods consumption
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