The Impact of Digital Marketing on Purchase Intention and Consumer Buying Behavior in Apparel Industry in Pakistan

Abstract

Today companies fight for consumers' attention. Competition has compelled digital marketers to pursue innovative and effective methods to communicate with the market and gain customer attention. The study examined how the rise of digital media has altered marketing techniques, as well as whether digital marketing approaches are linked to consumer buying behavior. The main objective of this study was to investigate the benefits of digital media marketing, as well as its impact on consumer buying behavior in apparel sector, while purchase intention acts as a mediator between digital media and consumer buying behavior. The data was collected from 108 respondents based in the Pakistan. With the help of regression analysis, results indicated that digital marketing has a significant positive impact on purchase intention and buying behavior of consumers. Findings also indicate that purchase intention significantly positively mediates the relationship between digital marketing and consumer buying behavior. The findings have significant implications for marketers that use digital media to market their goods and services. It is highly recommended that marketers and advertisers should recognize the value of digital media as well as deliberately plan a strong strategy for doing so to positively influence consumer buying behavior.