The Digital Echo: The Influence of Digital Marketing Channels on Brand Awareness and Consumer Purchase Decisions
DOI:
https://doi.org/10.56976/rjsi.v6i3.274Keywords:
Influencer Credibility, Influencer Professionalism, Brand-Involvement, Content Quality, customer trust, Purchase intentionAbstract
This study explore the impact of the digital marketing strategies ( Social Media Marketing, Email Marketing, Content Marketing and Online Advertising) on brand awareness while investigating to what extent does this resulting effect subsequent affects consumer purchase decisions. Understanding these relationships can allow businesses to tailor their marketing programs to produce higher brand visibility and an increased flow of consumers. The study employed quantitative research design and data was collected using online survey questionnaire from 265 respondents. Data analysis was performed using SmartPls software. The results of the study suggest that Social Media Marketing, Email Marketing, Content marketing and Online Advertising all have positive relationship in designed model with brand awareness. Moreover, the research demonstrates that consumers are more likely to purchase based on brand recognition. This study found strong relationships between social media, email, content, online advertising, brand awareness, and purchasing decisions. Brand awareness increases purchasing intention and consumer loyalty. A personalized and integrated digital marketing strategy is needed since different digital marketing channels have different effects on brand awareness and buying decisions. This study adds to the literature by showing how digital marketing methods affect brand awareness and purchasing decisions. This study helps marketers optimize their digital marketing strategies and improve brand performance in the digital age by explaining the complex relationship between digital marketing and customer behavior. It also emphasizes the need for a comprehensive strategy to digital marketing, since digital channels influence consumer perceptions and buying behavior.
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Copyright (c) 2024 Asif Iqbal, Salman Ahmed Khan, Muhammad Tahir Abbasi, Faisal Ismail, Junaid Khan
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