Impact of digital marketing on purchase intention

Abstract

Digital marketing is one of the most popular marketing approaches used by companies specifically through social media and email marketing. On top of their ease of use and robustness, social media and email marketing have been found to be highly effective in building customer engagement, an element that determines the prevalence of customers’ purchase intention. Generally, digital marketing tools enable companies to promote their products with ease as well as build customer relationships at lower costs, leading to increased sales volume. This study aims to determine the relationship between social media, email marketing, customer engagement and purchase intention in ICT company named CoderFirst Sri Lanka. It intends to attain a theoretical confirmation about the relationship between the variables and determine the suitable implications to maximize the research findings for long-term use. This study used an online questionnaire as the research instrument that was responded completely by 363 participants made up of the potential customers of CoderFirst. The PLS- SEM method was used to determine the effect and correlation of each variable, calculated using SmartPLS software. This research primarily aims to determine the impact of digital marketing specifically social media and email marketing on customer engagement and purchase intention.