"In such a continuously evolving marketing and economic landscape, businesses strive to create long-lasting relationships with customers that are not only effective but also seamless across multiple touchpoints. Proximity marketing has been introduced as a promising tool that is able to bridge the gap between online and offline experiences, enabling brands to engage with consumers in real-time and drive them towards in-store purchases. This dissertation explores the influence of proximity marketing on purchase intention, with a specific focus on the moderating effect of discounts (%) and the mediating role of user engagement. In fact, previous studies have examined the influence of proximity marketing on consumer purchase behavior; nevertheless, limited focus was given to the interactive influences of discounts and user engagement. Ultimately, the findings of this dissertation aim to provide valuable insights for marketers, enabling them to develop more accurate proximity marketing strategies that exploit the power of discounts and boost user engagement to drive in-store purchases. "