Deciphering Digital Marketing: Unveiling Consumer Purchase Intentions
Abstract
Digital marketing stands out as a leading strategy adopted by companies, focusing particularly on channels such as social media and email marketing. The simplicity and effectiveness of these platforms contribute significantly to customer engagement, a pivotal factor influencing customers' likelihood to make a purchase. In essence, the use of digital marketing utilities allows for companies to promote their Goods & Services with Ease and cultivate strong customer relationships, all at a reduced cost, ultimately resulting in higher sales. This research delves into the specific context of Pakistani Market as a whole , Aiding in establishing a theoretical foundation for understanding the intricate connections between Social Medias , E-mail Marketing (Both of Which are Mediums of Digital Marketing), Brand Perception , Customer Interaction , and Purchase Intentions. The objective is not only to identify the relationships between these variables but also to derive practical insights for long-term application. To achieve this, an online questionnaire was deployed, garnering responses from 200 Participants, all potential customers of many different Local businesses. SPSS software, was employed to analyze the impact and correlation of each variable. The Findings revealed that Digital Marketing (DM) [SMM & EM] Had a Statistically Significant Impact on Purchase Intention (PI), in Which Brand Perception (BP) Played a Significant Mediating Role, while Customer Interaction (CI) Acted as an Effective Moderator. In Conclusion, the core focus of This Research Project is assessing the influence of Digital Marketing, specifically through E-mail & Social Media Channels on Purchase Intention and, how Brand Perception Mediates this Interaction with Customer Interaction Emerging as a Moderator Variable in this Research which is in the context of The Pakistani Market
Keywords: Digital Marketing Social Media, Email Marketing, Customer Interaction and Purchase Intention
