The Role of Social Media Marketing In Customer Purchase Intent-A Methodological and Thematic Review

Gawas, Aniket; Niyati,; Kulkarni, Pratik; Mehendale, Smita

doi:10.5958/2321-5763.2018.00119.1

Cited by 4 publications

(4 citation statements)

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“…To acquire data on the independent variable (digital marketing strategy), which is the 5-point Likert's scale, was established on literature and adapted from (Jain & Pandey, 2020;Kleijnen et al, 2020;Prasad & Garg, 2019;Godwin, 2019;Gawas et al, 2018). It consists of 5 items.…”

Section: Methodsmentioning

confidence: 99%

“…Several research scholars have indicated that digital marketing strategy, have unlocked the path for marketers to engage with consumers and to convince consumers to make a purchase decision (Kanapathipillai, 2021;Dar & Tariq, 2021;Jain & Pandey, 2020;Kleijnen et al, 2020;Prasad & Garg, 2019;Gawas et al, 2018;Krajnović et al, 2018;Nizam et al, 2018;Madhu & Verma, 2018;Chaffey & Smith, 2017;Reddy, 2017). According to (Kanapathipillai, 2021;Prasad & Garg, 2019), digital marketing strategies ensured that consumers could effortlessly decode the messages channeled by marketers, capturing consumers' attention, creating interest, and building the desire to make a purchase decision.…”

Section: Relationship Between Digital Marketing Strategy and Consumers' Purchase Decisionmentioning

confidence: 99%

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The Mediating Effect of Relationship Marketing Strategy Between Digital Marketing Strategy and Consumers’ Purchase Decisions in the Automotive Industry in Malaysia

Kanapathipillai¹,

Kumaran²

2022

EJMMS

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The intent of this research is to scrutinise the impact of digital marketing strategies applied by marketers in the automotive industry in Malaysia in aiding consumers to make purchase decisions. In reality, marketers know that digital marketing strategies alone will not lead to consumers’ purchase decisions because not all consumers can be motivated by digitalisation. Another significant factor in influencing consumers’ purchase decisions is relationship marketing strategies. Therefore, the interceding impact of relationship marketing strategy between digital marketing strategy and consumers’ purchase decisions was analysed in this study to support the research hypothesis. A total of 605 marketers employed in the automotive industry furnished the data for this study. Moreover, in-depth literature was reviewed to expose the association between digital marketing strategies, relationship marketing strategies, and consumers’ purchase decisions. The findings of this research indicated a statistically significant relationship between digital marketing strategy and relationship marketing strategy as well as consumers’ purchase decisions. Conclusively, the hypothesis is supported by data and illustrated that relationship marketing strategy statistically mediates the relationship between digital marketing strategy and consumers’ purchase decisions in the automotive industry in Malaysia. Furthermore, this research also proves that marketers who utilise all avenues of digital marketing strategies will be able to communicate and build a robust relationship with consumers, which leads to positive consumers’ purchase decisions. In conclusion, digital marketing strategies with the interceding relationship marketing strategies can influence consumers to make a favourable purchase decision that benefits marketers, consumers, and the automotive industry in Malaysia. JEL: M10; M30; M31; L62 Article visualizations:<img src="/-counters-/edu_01/0974/a.php" alt="Hit counter" />

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Section: Methodsmentioning

confidence: 99%

Section: Relationship Between Digital Marketing Strategy and Consumers' Purchase Decisionmentioning

confidence: 99%

The Mediating Effect of Relationship Marketing Strategy Between Digital Marketing Strategy and Consumers’ Purchase Decisions in the Automotive Industry in Malaysia

Kanapathipillai¹,

Kumaran²

2022

EJMMS

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“…A study by Gawas et al (2018) found that digital marketing and customers' buying decisions are intertwined. As previously said, clients are the primary beneficiaries of digital marketing's effects.…”

Section: Digital Marketingmentioning

confidence: 99%

Digital Marketing's Influence on Consumer Purchasing Decision: A Case Study in Iraq

Sukaini

2022

JAMRSSS

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Examining the effects of digital marketing on customer purchase decisions was the main goal of this study.Specific objectives guided the study, including the evaluation of digital marketing platforms in Iraq with the ability to impact purchasing decisions and the identification of product categories that customers purchased on digital media platforms. Although the corporation is not completely responsible for the purchase choice process of consumers, It is a comprehensive procedure that takes into account psychological aspects, social influence, word-of-mouth, cultural values, and financial level. A total of 250 questionnaires were delivered, with the exclusion of the unfinished surveys, and 220 usable samples were obtained, yielding an overall response rate of 88%. Multiple regressions, reliability tests, correlation tests, and descriptive analysis were all employed in this study. The findings of this study also demonstrated the major effect of digital marketing on customer purchase decisions, including social media marketing and mobile marketing. Hypothesis testing, however, showed that various well-known digital marketing platforms in Iraq had an impact on students' behavior. Through digital media platforms, students in Iraq make purchases across a wide range of product categories, and digital marketing has an impact. In the end, firms need to implement plans to harness the digital world and technology as well as raise brand recognition through online media in order to compete in today's business climate.

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“…Customer behavior data usually come from the transaction log of the internal trading system, customer service and the company's customer contact records, which are often collected as part of the marketing campaign customer response data, as well as data collected by other suppliers and service agents. Customer data collected or purchased outside the company may also contain a large amount of customer behavior data [9][10].…”

Section: Data Sources For Customer Behaviourmentioning

confidence: 99%

The Role of Customer Behavior and Relationship Management in Modern Enterprise Marketing

Lü¹

2021

Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

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With the rapid development of economy, the competition among enterprises is becoming more and more fierce. Customer relationship management plays an important role in marketing. Customer behavior management is a new business model which takes customer as the center, information sharing and communication as the main purpose. This paper will start with the analysis of customer behavior in modern enterprises. This paper firstly expounds the theoretical basis of customer behavior management and the influencing factors under the modern market economy environment; secondly, it makes a systematic study on the present situation and problems of customer behavior and relationship management and puts forward corresponding strategic suggestions to help the company better implement customer behavior management and maximize its own value; last, it expounds the case of Shanghai automobile industry and analyzes the use of its customer behavior management mode.

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The Role of Social Media Marketing In Customer Purchase Intent-A Methodological and Thematic Review

Cited by 4 publications

References 0 publications

The Mediating Effect of Relationship Marketing Strategy Between Digital Marketing Strategy and Consumers’ Purchase Decisions in the Automotive Industry in Malaysia

The Mediating Effect of Relationship Marketing Strategy Between Digital Marketing Strategy and Consumers’ Purchase Decisions in the Automotive Industry in Malaysia

Digital Marketing's Influence on Consumer Purchasing Decision: A Case Study in Iraq

The Role of Customer Behavior and Relationship Management in Modern Enterprise Marketing

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