This study seeks to examine the factors that influence parental digital usage behaviour and analyze the role of customer intention to engage as a mediator in this context. The research aims to identify the factors influencing parents’ digital usage behaviour and analyze how customers’ intention to engage mediates this behaviour. The study proposes a hypothesis regarding the connections between mobile marketing, social media richness, influencer marketing, and parent digital usage behaviour. It suggests that customer intention to engage is a mediator in these relationships. Data will be gathered and examined through surveys given to a subset of parents. Statistical techniques will be used to analyze the data, including correlation, regression, and mediation analysis. The results of this study will offer a valuable understanding of the factors that influence parents’ digital behaviour and the impact of customer intention to engage. This will have important implications for marketers and policymakers who want to involve parents in digital activities effectively.