Impact of Digital Marketing Strategies on Consumer Buying Behaviour: A Study of Changing Market Trends
Keywords:
digital marketing, consumer buying behaviour, social media marketing, personalised advertising, online reviews, influencer marketingAbstract
Digital channels have revolutionised consumer search, brand appraisal and purchasing behaviour and companies are adapting accordingly, prioritising investments in social media, personalised ads and influencer communication over traditional media. The present paper aims to investigate the effect of three types of digital marketing (social media marketing, personalised online advertising, and influencer marketing + online reviews) on consumer buying behaviour. An online survey comprising of 5-point Likert items was distributed to a sample of 160 online shoppers, with the data analyzed using procedures: Descriptive Statistic, Cronbach's alpha, Pearson correlation, Multiple linear regression analysis, Independent samples t-test and One way Anova. The items on the scales were reliable with the overall alpha = 0.85. The biggest score was for social media marketing (M = 3.78) and the lowest for using personalised online ads. (M = 3.46) The regression model was statistically significant, R2 = 0.390, with an F(3, 156) = 33.27, p < 0.001. All three strategies were significantly positive and the most effective (β = 0.32) was the use of influencers. There were no significant differences in buying behaviour in terms of gender, age or education. The results confirm the three hypotheses, suggesting that companies need to combine social, personalised and influencer approaches using as a lidiator the credibility and the trust.
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