Impact of Digital Marketing Activities on Customers Purchase Intentions Using a Case of Fast-Food Industries in Twin Cities

Abstract

Presently, digital marketing has a broad scope in the future since consumers are much more content with performing online buying and find digital marketing safer than conventional marketing (Alzyoud, 2018). This research focuses on the impact of digital marketing on consumer purchase intention activities in twin cities of Pakistan by targeting the fast-food industry. The independent variables of this research include Digital marketing activities like electronic word of mouth (eWOM), trendiness and promotion. Whereas dependent variables include customer purchase intention. The fast-food industry of twin cities was selected to analyze the link between both dependent and independent variables. Quantitate research methodology was used to gather the data using questionnaires. In the online survey, the responses from 200 respondents were recorded and analyzed with the help of statistical tests using the SPSS (Statistical Package for the Social Sciences) tool. Descriptive statistics were applied to the demographic characteristics of the respondents and respondents’ digital media activities; the reliability analysis to check the tool consistency; and exploratory factor analysis (EFA), correlation, and multiple regression to test the relationship of dependent and independent variables. The results of the study showed that fast food mobile phone businesses and one‘s digital network advertising approach have a significant impact on consumers’ purchase intention. The results accepted the hypothesis that eWOM, trendiness and promotion have a significant impact on customer purchase intention. This research was however limited to the twin cities of Pakistan. For the future, a sample size of a larger research population and other cities can also be taken under consideration.