Impact of Digital Marketing on Consumer Buying Behavior- A Study from a Metropolitan City Karachi

Author(s)

Dr. Masood Hassan , Ali Shahbaz Khan Saldera , Javeriya Ibrahim , Armaghan Nadeem , Ahmed Jamil ,

Download Full PDF Pages: 125-140 | Views: 320 | Downloads: 80 | DOI: 10.5281/zenodo.6911693

Volume 11 - May 2022 (05)

Abstract

Digital marketing is one of the most cost effective and measurable methods used by small businesses and multinationals, to track, monitor and target their audience’s preferences through Digital Marketing platforms like social media marketing, Email marketing and mobile marketing by running different campaigns (example: Awareness, consideration and conversion) accordingly to get the best results. The study investigates the impact of digital marketing towards consumer buying intention in pakistani context (Textile industry). This research will be focussing on how digitalization has changed how we associate with firms, items and brands through online administrations by putting away, examining and playing amusement, email, Facebook and other such applications. The techinques which will be used to measure the impact of  of digital marketing towards consumer buying intention  are descriptive statistics, correlation and regression. The results show that social media marketing, email marketing and mobile marketing has a significant affect on consumer buying intention with social media marketing having the greatest affect on consumer buying intention. The study concludes and confirms that email marketing and mobile marketing have a significant imapct on consumer buying intention

Keywords

Online Behavior, Buying intention, Social Media Marketing, Email Marketing, Mobile Marketing

References

Ali, M., U., Uddin, & M. (2016,2011). Consumers’ Attitude towards Online Shopping: Factors influencing Gotland consumers to shop online.

Ali, Z., Ejaz, S., Aleem, A., Saeed, M., M., U., Tahir, F. A., & Kashif, M. (2015). Understanding Emarketingas a Firm's Promotional tool and Its Impact on Consumer Perception. InternationalJournal of Academic Research in Business and Social Sciences, 5(3), 365.

Ali, Z., Shabbir, M. A., Rauf, M., & Hussain, A. (2016). To assess the impact of social media marketing on consumer perception. International Journal of Academic Research in Accounting, Finance and Management Sciences, 6(3), 69-77.

Bala, M., Verma, & D. (2018). A critical review of digital marketing. International Journal of Management, IT & Engineering, 8(10), 321-339.

Balance, T. (2016). Why Email Marketing Is Still the Best Thing Since Sliced Bread forBusiness. [online]. Retrieved from Available at: https://www.thebalance.com/email-marketing-2948346[Accessed 19 Nov. 2017].

Baltes, L. P. (2015). Content marketing-the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences., 8(2), 111.

Batinic, I. (2015). The role and importance of internet marketing in modern hotel industry. Journal of Process Management. New Technologies, 3(3), 34-38.

Bismo, A., & Putter, S. (2019, August). Application of Digital Marketing (social media andemail marketing) and its Impact on Customer Engagement in Purchase Intention: a case studyat PT. Soltius Indonesia. In 2019 International Conference on Information Management andTechnology (ICIMTech), 1, pp. 109-114.

Blackwell, R. D., Miniard, P. W., & Engel, J. F. (2001). Consumer Behavior. New York: Harcourt CollegePublishers.

Castronovo, C., & Huang, L. (2012). Social media in an alternative marketingcommunication model. Journal of Marketing Development and Competitiveness, 6(1), 117.

Cetina, J., Cristiana, M., & Raduledcu, V. (2012). “Psychological and Social Factors that Influence OnlineConsumer Behavior”. Procedia - Social and Behavioral Sciences, 62, 184-188.

Chaffey, D. (2011). E-Business and E-Commerce Management: Strategy, Implementation, andPractice.

Chen, L. (2014). The influence of social media on consumer behavior: An empirical study on factors influencing consumer purchase intention in China under the social media context. AARHUS UNIVERSITY.

De Pelsmacker, P., Van Tilburg, S., & Holthof, C. (2018). Digital marketing strategies, online reviews and hotel performance. International Journal of Hospitality Management, 72, 47-55.

Durkin, M., McGowan, P., & McKeown, N. (2013). Exploring social media adoption in small to medium-sized enterprises in Ireland. Journal of Small Business and Enterprise Development, 20(4), 716-734.

Gazal, K., Montague, I., Poudel, R., & Wiendenbeck, J. (2016). Forest products industry in a digital age: Factors affecting social media adoption. Forest Products Journa, 66(5), 343-353.

GhavamiLahiji, S. (016). The Effect of Email Marketing on Buyers’ Behavior. . InternationalJournal of Innovative and Applied Research, 4(1), 77-80.

Hanna, Rohm, & Crittenden. (2011). “We’re all connected: The power of the social media ecosystem”. Business Horizons, 54(3), 265-273.

Helm, R., Moller, M., Mauroner, O., & Caonard, D. (2013). “The effects of a lack of socialrecognition on online communication behavior”. Computers in Human Behavior, 29, 1065-1077.

Hollebeek, L. D., & Macky, K. (2019). Digital content marketing's role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45, 27-41.

Hurley, D. (2016). An Investigation of the Impact of Retargeting Mobile Advertising on Customer’s Purchase Intentions–A Study of the Irish Millennial Market . Doctora dissertation,Dublin Business.

Husnain, M., & Toor, A. (2017). The impact of social network marketing on consumer purchaseintention in Pakistan: Consumer engagement as a mediator. AJBA, 10(1), 167-199.

Katawetawaraks, C., & Wang, C. (2011). Online Shopper Behavior: Influences of OnlineShopping Decision. Asian Journal of Business Research, 1(2).

Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal ofMarketing, 57(1), 1-22.

Kili, C., Leu, D. J., Marttunen, M., Hautala, J., & Leppanen, P. H. (2019). This is an electronic reprint of the original.

Kim, A. J., & Ko, E. (2010). Impacts Of Luxury Fashion Brand’s Social Media Marketing On CustomerRelationship And Purchase Intention. Journal of Global Fashion Marketing, 1(3), 164-171.

Lee, J., Park, D. H., & Han, I. (2008). The Effect Of Negative Online Consumer Reviews On Product Attitude:An Information Processing View. Electronic Commerce Research and Applications, 7(3), 341-352.

Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Ali, Q., Hunbal, H., Noman, M., & Ahmad, B. (2013). Impact of brand image and advertisement on consumer buying behavior. WorldApplied Sciences JournaL, 23(1), 117-122.

Mangold, Glynn, W., & David, J. F. (2009). “Social Media: The New Hybrid Element of thePromotion Mix.”. Business Horizons, 52, 357-365.

Marketo.com. (2017, Nov 19). What is Mobile Marketing? Overview & Resources. [online]. Retrieved from Available at:https://www.marketo.com/mobile-marketing/ [Accessed 19 Nov. 2017].

Melian-Gonzalez, S., & Bulchand-Gidumal, J. (2016). A model that connects information technology and hotel performance. Tourism management, 53, 30-37.

Merisavo, M., & R., M. (2004). The Impact of Email Marketing on Brand Loyalty. Journal of Product and Brand Management, 13(6), 498-505.

Mihart, C. (2012). Impact of integrated marketing communication on consumer behaviour:effects on consumer decision–making process. International Journal of MarketingStudies, 4(2), 121.

Mirabi, V., Akbariyeh, H., & Tahmasebifard, H. (2015). A study of factors affecting oncustomers purchase intention. Journal of Multidisciplinary Engineering Science andTechnology (JMEST),, 2(1).

Pai, P., & Arnott, D. (2013). “User adoption of social networking sites: Eliciting uses and gratificationsthrough a means–end approach”. Computers in Human Behavior, 29(3), 1039-1053.

Putri, C. S. (2017). Pengaruh media sosial terhadap keputusan pembelian konsumen cheriemelalui minat beli. Performa, 1(5), 594-603.

Putter, M. (2017). The impact of social media on consumer buying intention. 3(1), 7-13.

Reza, J. M., & Samiei, N. (2012). The Effect of Word of Mouth on Inbound Tourists' Decision for Traveling toIslamic Destinations (The Case of Isfahan as a Tourist Destination in Iran). Journal of Islamic Marketing, 3(1), 12-21.

Rohm, A. J., Gao, T. T., & Pagani, M. (2012). Brand in the hand: A cross-marketinvestigation of consumer acceptance of mobile marketing. Business Horizons, 55(5), 485-493.

Rudyanto, R. (2018). Pengaruh Pemasaran Jejaring Media Sosial Dan Keterkaitan KonsumenTerhadap Niat Beli Konsumen. Journal Manajemen dan Pemasaran Jasa, 11(2), 177-200.

Samsudeen, S. N., & Kaldeen, M. (2020). Impact of digital marketing on purchase intention.

Sethi, G., Singh, & I., M. (n.d.). The Impact of Mobile Advertisement on the Students of Manipur University.

Sethi, G., Singh, I., Khan, I., . . . F. (2017). (Sethi, G., Singh, & I.)Khan, I., & Iftikhar, F. (2017). The Impact of Email Marketing, Mobile Marketing and Retargeting on online Consumer Buying Behavior.

Siamagka, N. T., Christodoulides, G., Michaelidou, N., & Valvi, A. (2015). Determinants of social media adoption by B2B organizations. Industrial Marketing Management, 51, 89-99.

Singlegraincom. (2017, November 9). Single Grain. [Online]. Available from:https://www.singlegrain.com/marketing-funnels/why-retargeting-is-absolutely-essential-forany-marketing-funnel/.

Smith, K. T. (2011). Digital marketing strategies that Millennials find appealing, motivating, or just annoying. . Journal of Strategic Marketing, 19(6), 489-499.

Soebagyo, T. (2014). Analisa Pengaruh Store Image Terhadap Purchase Intention di Toserba“Ramai” Ngawi. Journal Strategi Pemasaran, 2(1), 9.

Udeledu. (2017). [Online]. [10 November 2017]. Retrieved from Available from:https://www1.udel.edu/alex/chapt6.html.

Yasmin, A., Tasneem, S., & Fatema, K. (2015). Effectiveness of Digital Marketing in theChallenging Age: An Empirical Study. The International Journal of Management Science andBusiness Administration, 1(5), 79-80.

Zhu, F., & Zhang, X. (2010). Impact Of Online Consumer Reviews On Sales: The Moderating Role Of ProductAnd Consumer Characteristics. Journal of Marketing, 74(2), 133-148.

Cite this Article: