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Abstract

The rapid development of digital technologies has changed marketing strategies and given companies new ways to connect with clients, even those who live far away.This study investigates how emarketing affects rural Kashmiri customers' purchasing habits, a location with distinct socioeconomic and cultural dynamics.This study employs a mixed-method methodology to examine the perceptions and responses of rural Kashmiri consumers to e-marketing tactics, such as social media promotions, online ads, and digital purchasing platforms.Surveys and interviews with rural clients and local company owners were used to gather data, which provided insights into purchasing patterns, variables influencing decisions to buy online, and difficulties encountered when implementing e-marketing in rural areas.The results show that although e-marketing is becoming more popular with rural consumers, its efficacy is greatly impacted by challenges with trust, internet accessibility, and low levels of digital literacy.The present study enhances the comprehension of the possibilities of electronic marketing in remote markets and provides suggestions for companies to customise their approaches to the requirements and inclinations of rural customer in Kashmir.