The Impact of Digital Marketing on Consumer Buying Intention - A case study of Pakistan

Abstract

This research examines the influence of digital marketing, particularly social media, mobile, and Email marketing, on consumer purchasing intentions within Pakistan’s textile industry. Utilizing a quantitative method coupled with a causal explanatory research design, this study aims to quantify the impact of digital marketing strategies on consumer purchasing behaviors. Data was collected from a sample of 228 participants, chosen through judgment sampling. This data was then subjected to regression analysis via Statistical Package for the Social Sciences (SPSS). The findings indicate that social media and Email marketing influence consumer purchasing intentions. However, the empirical evidence drawn from the sampled data did not support the effect of email marketing on consumer purchasing intentions. This research offers substantial theoretical and practical implications, further contributing to the existing body of knowledge

Exploring the impact of mobile marketing tools on the purchase intention of iberian consumers

“…It was not found that mobile e-mail (β = 0.198; pvalue=0.077) is a tool that influences consumer attitude and purchase intention, which is not in line with the literature obtained (Jamalzadeh et al, 2012;Khan and Iftikhar, 2017;Bismo et al, 2019;Samsudeen & Kaldeen, 2020). The failure to corroborate the hypothesis is in line with the study by Ahmed and Rashid (2023) where email marketing was not found to influence consumer purchase intentions in Pakistan's textile industry. Also, Lamichhane (2022) states that mobile email marketing has a negative influence on consumer behavior and can even harm consumer behavior.…”