THE IMPACT OF 2026 DIGITAL MARKETING TRENDS ON BUSINESS PERFORMANCE OF MSMEs IN COIMBATORE: A STRUCTURAL EQUATION MODELING APPROACH
This research paper examines the transformative impact of 2026 digital marketing trends on the business performance of Micro, Small, and Medium Enterprises (MSMEs) in Coimbatore, India. By 2026, the marketing landscape has shifted significantly toward artificial intelligence (AI)-driven personalization, social commerce, and sustainable marketing practices. Utilizing a Structural Equation Modeling (SEM) approach with AMOS 28.0, this study investigates how these trends influence critical performance dimensions such as consumer trust, brand loyalty, and purchase intention. Data collected from a sample of MSMEs across Coimbatore's industrial and retail sectors reveals that AI adoption and localized data-driven advertising are major predictors of enhanced business outcomes. Specifically, the integration of predictive analytics and automated customer engagement tools has been shown to strengthen the relationship between brand identity and consumer satisfaction. The findings offer a strategic roadmap for Coimbatore business owners to leverage advanced marketing technologies to maintain competitive relevance in a rapidly evolving digital economy.