IMPACT OF ONLINE MARKETING ON CONSUMER PURCHASE INTENTION

Abstract

Purpose Purpose of research is to determine the relationship between digital marketing and consumer purchase intention. Growing advancement in the digital world and this digitalization impact on consumer in the sense of their buying behavior is important to take under study to evaluate digitalization impact in context of Pakistan. Methodology & Design Search is held in Pakistan, therefore self-administrated questionnaire was developed and circulated through social media. Data collected through questionnaire helped in analyzing the impact of digital marketing tool on consumer purchase decision. Findings Data analysis resulted in positive association of variables between them and all the hypothesis developed during literature review were accepted and concluded positive impact of digital marketing tools on consumer purchase intention. Limitations ; ? This research study has been conducted over a limited time frame with a specified sample size. Hence it is difficult to generalize the overall findings. Sampling technique convenience due to which generalizability of this study is limited. This study is conducted throughout Pakistan its findings and recommendation cannot be applicable to other countries even if the countries are in Asian region, each and every country have different fashion, cultural values, religion difference, and concept about purchases. Recommendations The implication for businesses is that they should provide better offerings when creating the contents of their email marketing, such as more clearly explaining product values or improving consumer engagement by providing better sales deals. To reach out to consumeis more effectively, brands should have more personalized/customized ways of reaching out to them online, leveraging new media in blackout zones. In today's world, going mobile-first is a terrific concept that can be used to almost any advertising idea. Marketing managers must understand the digital customer's buyer profile and how their behavior has changed. Those clients have a diverse set of characteristics, and their buying habits have evolved to incorporate digital. The post-purchase choice affect the business by converting a client into a passionate client who become brand loyal. Here, customer service is really important.