A moderated mediation model of the relationship among digital marketing campaigns, brand recall, purchase intention, and purchase decision

In the digital era, social media has transformed the way brands communicate with consumers. Among emerging generations, Generation Z (those born between 1997 and 2012) has proven to be highly receptive to humour-driven, visually engaging content commonly known as memes. Meme marketing has rapidly evolved into a powerful tool for brands seeking authentic and cost-effective audience engagement. This study examines the impact of meme marketing on the purchase decisions of Generation Z consumers within an Indian urban context. The study is based on primary data collected from 243 Gen Z respondents aged 18-26 years through a structured questionnaire employing a five-point Likert scale. Key variables including meme relatability, brand recall, emotional engagement, social sharing behaviour, and purchase intention were measured. Descriptive statistics, reliability analysis, Pearson correlation, and multiple regression analysis were employed to analyse the data. The findings reveal that meme relatability and emotional engagement are the strongest predictors of purchase intention among Gen Z consumers. Brand recall through meme exposure shows a significant positive correlation with purchase decisions. Social sharing behaviour acts as a mediating variable, amplifying the reach and persuasive effect of meme content. The study also identifies that humour alignment with brand identity is a critical factor in determining the effectiveness of meme marketing campaigns. The study concludes that meme marketing significantly influences Gen Z purchase behaviour when content is relatable, contextually relevant, and emotionally resonant. Marketers should strategically integrate meme-based content into their digital marketing frameworks, ensuring consistency with brand voice and cultural awareness. Keywords: Meme Marketing, Generation Z, Purchase Decisions, Digital Marketing, Social Media, Brand Recall, Consumer Behaviour, Emotional Engagement

The concept of green marketing has become widely accepted in many Arab countries and many organizations have made serious steps to produce environmentally friendly goods. Also, Arab consumers are increasingly concerned about protecting the environment and purchasing eco-friendly goods. So, this research aims to determine the role of digital green marketing campaigns on consumers' purchase intention in Saudi Arabia and Egypt. The research based on a descriptive analytical approach. The primary data was collected through the questionnaire for this study, and statistical methods were used to analyze data that was collected from the research sample. Results indicated that most of respondents in Saudi Arabia and Egypt had high awareness about concepts of green products, green marketing and digital marketing. Also, results showed that most Saudi respondents visited shopping sites more than Egyptian respondents to know green products, and these sites had a big impact on purchase intention, but Egyptian respondents visited social media more than Saudi respondents to know green products, and these sites had a big impact on purchase intention. The research recommended that Companies should invest and develop more on eco-practices to have a bigger impact on the market and emerge as environmentally conscious organizations.

Research on purchase intention had showed remarkable progress in contributing to the theory of consumer behavior. Despite the popularity of academic discussions on various issues influencing purchase intention, the mediating role of brand recall and brand attitude on purchase intention, in particular advergames, has not yet been well explored, especially in developing economies such as Malaysia. Furthermore, the influence of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expected to add value to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of the mediating role of brand recall and brand attitude on purchase intention in advergames among Malaysian gamers. The antecedents towards brand recall and brand attitude are also examined to measure their influence on purchase intention. A total of 350 Malaysian gamers were interviewed through online survey in this study. The results showed that brand recall and brand attitude mediate the relationship between self-brand congruity, entertainment and brand placement acceptance with purchase intention. Also, entertainment and brand placement acceptance were found to have a significant relationship with brand recall. As expected, brand recall and brand attitude showed a positive relationship with consumer purchase intention in advergames. It was found that self-brand congruity has a significant influence on brand attitude and purchase intention. When users see the brand which matches with them, they tend to act positively toward the brand exposed in the game. This is consistent with Escalas and Bettman (2005) who suggested that the greater the congruity, the more positive the consumer`s attitude toward the brand in question. This leads to game usage and purchase (Davis and Lang, 2013). In the advergaming context, the entertainment value in advergames is very important to determine the level of enjoyment and pleasure experienced by gamers during game-playing. Therefore, the more entertaining the ads, the more it will be remembered and the greater the positive behavior of the consumer towards the advergames ? this ultimately stimulates their intention to purchase the brand. This study shows the effect of brand placement on brand recall and brand attitude and also purchase intention. Brand placements might not work in games due to the interactivity involved in game-playing as people could be distracted from noticing the brand placements (Yang et al., 2006). However, the significant influence of brand placements found in this study may provide major promise for advertisers. Game players may or may not explicitly remember the brands they see in the games, but these placements may influence their brand recall and brand attitude and could therefore influence later decisions (Yang et al., 2006). In this study, it was found that self-brand congruity was not significantly related with brand recall. The reason for this could be attributed to the fact that this study examined gamers who are highly involved in the interactive medium of games which force them to focus on game play rather than advertisements; the level of recognition to remember the brand exposed in the game is low and contributes to the "mismatch" between the gamers and the said brand. The present study contributes to the existing literature of the antecedents of brand recall and brand attitude in advergames. This study contributes to the role of brand recall and brand attitude as mediators in purchase behavior theory. Academically, the relationship between brand recall and brand attitude is well known in advergaming research, but their impact as important mediators on purchase intention add new understanding in the interactive communication literature. Their mediating role may provide new insights on how they facilitate the effects of self-brand congruity, entertainment and brand placement on purchase intention. Besides that, the studies on the influence of self-brand congruity on brand recall and brand attitude and also consumer intention to purchase had not well-investigated in advergames. This study contributes to fill those gaps in advergames literature. For practitioners, this study could suggest the use of illustrative or demonstrative placements of new products to help customers remember new brands, and the use of associative placements for existing products to increase consumers` purchase intention (Ho et al., 2011). To advertisers, this study may provide useful information to improve their current advertising strategies in games, for instance, by considering game players` congruity, entertainment value and brand placement factors.

The use of brand ambassadors and digital marketing campaigns has become a popular strategy for companies to reach consumers and influence their purchase decisions through social media content, ultimately increasing sales and company profits. This study aims to determine the effect of Brand Ambassador and Digital Marketing on Purchase Decision of Nabati wafer products in Jakarta. The research sample consisted of 96 respondents. A descriptive quantitative method was employed in this study, with the sample selected using simple random sampling. Data analysis techniques included instrument testing, classical assumption testing, multiple linear regression, determination testing, and hypothesis testing. The results showed that Brand Ambassador partially influences Purchase Decision, and Digital Marketing also partially influences Purchase Decision. Additionally, Brand Ambassador and Digital Marketing simultaneously influence Purchase Decision.

The evolution of digital marketing has been significantly influenced by advancements in Artificial Intelligence (AI) and Social Media Analytics (SMA). Businesses are leveraging AI-driven solutions to enhance customer engagement, optimize ad spending, and improve campaign effectiveness. This paper presents a comparative study of various Machine Learning (ML) algorithms applied in digital marketing campaigns. The study explores their predictive accuracy, scalability, and efficiency in processing social media data to generate actionable insights. By examining AI-driven methodologies, this research highlights the most effective strategies for optimizing digital marketing efforts and provides a framework for businesses to enhance their marketing performance through intelligent automation and data-driven decision-making. This research paper explores the role of Artificial Intelligence (AI) in optimizing digital marketing campaigns using social media analytics. The study compares various machine learning algorithms to determine their effectiveness in enhancing marketing strategies, improving customer engagement, and increasing conversion rates. By leveraging AI-driven insights, businesses can make data-driven decisions to maximize their marketing impact. The research aims to identify the most efficient algorithms for predictive analytics, sentiment analysis, and customer segmentation in digital marketing. In the era of digital transformation, Artificial Intelligence (AI) and Machine Learning (ML) are revolutionizing digital marketing (DM) campaigns by leveraging big data and advanced analytics. The vast availability of big data from social media platforms provides businesses with valuable insights into consumer behavior, preferences, and engagement patterns. The importance of AI-driven tools in DM campaigns lies in their ability to enhance targeting, personalization, and automation, leading to more effective marketing strategies. ML algorithms play a crucial role in forecasting campaign success by analyzing historical data and identifying (KPIs) that influence outcomes. Through predictive analytics, businesses can optimize their strategies, improve campaign efficiency, and maximize (ROI). This study explores the impact of AI and ML in digital marketing, comparing different algorithms and their effectiveness in campaign optimization. By utilizing AI-powered analytics, organizations can make data-driven decisions, refine their marketing efforts, and stay competitive in an evolving digital landscape.

This study investigates the impact of social media influencers on consumer purchase intentions in the apparel and footwear fashion sector in Malaysia. It focuses on how influencers' trustworthiness, relatability, and content creation on platforms such as Instagram, TikTok, and YouTube shape consumer behavior within the digital marketing landscape. By integrating the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM), the research aims to provide a behavioral and technological understanding of factors influencing consumers’ purchase decisions. A comprehensive framework was developed to examine the relationships between influencers, brand perception, and advanced technological tools like Augmented Reality and Virtual Reality (AR and VR). Data were collected using online questionnaires shared via WhatsApp and email, employing convenience sampling. Analytical tools such as SPSS, SMARTPLS, correlation statistics, multiple regression, and factor analysis were utilized to establish causal relationships and validate hypotheses. The results indicate that influencer type, brand familiarity, trustworthiness, and the use of AR/VR significantly influence consumer purchase intentions in the fashion industry. In contrast, sponsorship disclosure has minimal impact on purchasing decisions. The findings demonstrate the critical role of social media influencers in shaping brand perception and consumer behavior. This study underscores the importance of leveraging influencers as strategic partners in digital marketing campaigns within the fashion sector. It highlights the interplay between psychological and technological elements, providing a deeper understanding of how influencer characteristics and innovative tools like AR/VR drive consumer purchase intentions. The research offers actionable insights for marketers and brands seeking to enhance their digital marketing strategies. By collaborating with credible influencers and incorporating advanced technologies, marketers can effectively engage with their target audience and improve purchase outcomes. Furthermore, the study emphasizes the need for brands to prioritize trustworthiness and authenticity in their influencer partnerships to strengthen consumer-brand relationships.

Social media has proliferated, with TikTok being an influential platform that has revolutionized marketing strategies worldwide. However, its influence on a specific demographic segment remains understudied. Thus, this study examined how TikTok marketing campaigns influence brand awareness, brand recall, and purchase intention among Mandaya Gen Z in Cateel, Davao Oriental. Using the Uses and Gratification Theory as its framework, the research applied a quantitative descriptive-correlational design and surveyed 300 purposively selected TikTok users through an adapted questionnaire. Findings revealed high levels of brand awareness (\(\bar{x}\) = 4.01, s = 0.61), recall (\(\bar{x}\) = 3.67, s = 0.56), and purchase intention (\(\bar{x}\) = 3.65, s = 0.58) Significant positive relationships were found between brand awareness, recall, and purchase intention. Regression analysis revealed that brand recall (\(\beta\) = 0.513, p < 0.000) had a stronger influence than brand awareness (\(\beta\) = 0.287, p < 0.000) in predicting purchase behavior. These results underscored TikTok's effectiveness in shaping the purchasing decisions of Gen Z consumers through memorable and engaging brand content.

Digital marketing provides a set of tools and strategies to influence purchasing intentions. The research proved that digital ads can positively influence purchasing intentions based on a set of factors. Several studies were conducted to use machine learning in predicting purchasing intentions. The paper demonstrates that digital marketing can generate positive purchasing intentions. However, digital marketing factors that can positively influence purchasing intentions are not widely considered in research that predicts purchasing intentions. This article aims to develop a classification machine learning model to predict the impacts of digital ads on purchasing intentions based on demographics and digital marketing factors. The used dataset was collected from individuals in Saudi Arabia by using a questionnaire. Two experiments related to feature extraction are applied, and ten different classification machine learning models are evaluated at each experiment. The voting classifier provides an accuracy of 92%, and the random forest provides an accuracy of 91%. They provide good and useful predictions. The results obtained can help marketers to target the right individuals in their digital marketing campaigns.

Purpose: The purpose of this study is to validate the key factors influencing customer purchase behavior in the context of digital marketing using Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). Design/ Methodology/Approach: In this study sample size was 400 respondents and used Quantitative research design.  Findings: The study employed Exploratory Factor Analysis (EFA), Confirmatory Factor Analysis (CFA), and Structural Equation Modeling (SEM) to validate and assess the impact of key digital marketing factors on customer purchase behavior. EFA identified five major dimensions—website design, price offerings, security and privacy, innovation, and delivery—as significant constructs influencing purchase decisions, while CFA confirmed the model’s validity, reliability, and goodness-of-fit. SEM results further revealed that all five factors positively and significantly affect customer purchase behavior, indicating that enhancing these digital marketing dimensions can effectively improve customers’ online purchase decisions. Research Limitations: Numerous factors of Digital marketing have been included in this study, but we can investigate other factors influencing both Digital marketing and purchase decision in the future. Practical Implications: With the Purpose to create the long term stability and competitive edge in the online marketplace, the findings also approach to focus on the customer requirement and fulfill the need as well. In addition to create the trust and also motivate the consumer to regularly interact with the Digital marketing platforms. Social Implications: It emphasizing the social dynamics of digital interactions, trust, and community influence. It also promotes the benefit of social media, online feedback, to motivate the purchase decision. Originality/Value: This study provide original contributions identifying the factors affecting the purchase decision via digital marketing using advanced analytical methods such as Structural Equation Modeling (SEM). Article Type: Research paper Funding Statement: No grant funding was received.

Background: Amid the digital revolution, marketing and dispensing patterns of over-the-counter (OTC) drugs have been influenced by technological developments. This can be increasingly observed in many developing countries, including Malaysia. As a result, the number of online pharmacies has grown in recent years, and internet users are exposed more to digital marketing campaigns for OTC products, which aim to influence drug purchasing behaviours in the Malaysian self-medication industry. The purpose of this study is to determine whether digital marketing impacts OTC drug offline and online purchasing decisions among Malaysia's population and to identify the major influential factors that can impact these decisions. Methods: A self-administered questionnaire was distributed through online and offline means. The final study sample consisted of 408 OTC drug consumers. Descriptive and inferential statistics were used. A p-value of <0.05 was considered to be statistically significant. The data set was analysed using SPSS 24.0 for Windows. Results: The results of the study indicated that digital marketing has an impact on OTC consumer purchasing decisions in Malaysia (M= 4.14; SD= 0.812). In addition, social media is the type of digital marketing that has the most influence on their purchasing decisions, with a significant statistical difference (ρ<0.001). The results also revealed that several factors significantly and positively impact their purchase decisions. Conclusions: The study provides further insights from the OTC consumers'/patients' perspective. Understanding the various factors that influence how OTC products are perceived will aid in designing effective marketing or health promotion campaigns that can have a greater impact within Malaysia's self-medication market, especially after the COVID-19 pandemic.

This study aims to empirically examine and analyze the influence of influencer endorsement and online customer reviews on purchase intention and their implications for purchase decisions. The research adopts a quantitative approach with an explanatory design. The population consists of consumers of Rumah Makan Mandarin 28 Tretes, Pasuruan, who have been exposed to or interacted with influencer endorsements and/or related online customer reviews, as well as those who have prior experience or potential interest in purchasing at the restaurant. A total sample of 100 respondents was determined, considered adequate for Partial Least Squares–Structural Equation Modeling (PLS-SEM) analysis with a medium-complexity model, and consistent with Roscoe’s guidelines (30–500 respondents). The findings reveal that influencer endorsement has a positive and significant effect on purchase decisions. In contrast, online customer reviews show no significant effect on purchase decisions. Furthermore, influencer endorsement exerts a positive and significant effect on purchase intention. Purchase intention is found to partially mediate the effect of influencer endorsement on purchase decisions, but it does not mediate the relationship between online customer reviews and purchase decisions. These results emphasize the importance of influencer endorsement in shaping both consumer purchase intention and purchase decision-making, while online customer reviews do not play a substantial role in this context. The study contributes to the understanding of consumer behavior in the digital marketing era, particularly within the restaurant industry, and provides managerial implications for businesses in developing effective marketing communication strategies through influencer collaboration.

This study aims to analyze social media trends and digital marketing insights among university students, focusing on their perception regarding digital media communication and the factors influencing decision-making in academics. A survey-based research approach was adopted, collecting data from a sample of 200 university students through a structured questionnaire. The questionnaire explored students' social media usage patterns, preferred platforms, and engagement with digital marketing content, campaigns, and advertisements. Both closed-ended and open-ended questions were used to gather quantitative and qualitative data. Findings reveal that social media plays a crucial role in shaping students' decision-making processes, with platforms like Instagram and LinkedIn being highly influential. Relevant and authentic content, as well as convenience, emerged as significant factors driving engagement with digital marketing campaigns. The study provides valuable insights for marketers and educational institutions seeking to optimize their outreach efforts to university students through social media. Leveraging these trends and insights can enhance digital marketing strategies, enabling better connections with this important demographic and fostering stronger engagement in academic decision-making.

Millennials play an enormous role in digital marketing as they are the ones who have grown up in a social media world. They are considered as a key target market for many digital marketing campaigns. Therefore, it is important to study the buying behavior of these consumers to know about their tastes, preferences, and expectations. The purpose of this study was to determine the most preferred digital marketing strategies by consumer millennials and also to compare the buying behavior of men, women, and transgender consumers in Punjab. There are many studies which have focused mainly on male and female buying behavior, but hardly any studies have been conducted, which have focused on comparing the buying behavior of men, women, and transgender consumers. This study considered transgenders also as this is the community which has different tastes and preferences as compared to other genders. The sample size for the purpose of the present study consisted of 250 respondents. The study concluded that the most preferred digital marketing platform by men was Instagram ; whereas, for women, the most preferred platforms were videos, blogs, and social media posts. On the other hand, transgenders' purchase decisions were mostly influenced by Instagram followed by Facebook. The study provides the implications to the marketing companies to focus on the buying behavior of men, women, and transgenders to market their products.

Purpose- This study aims to investigate the impact of social media and digital marketing on brand awareness and purchasing behavior of millennials residing in Istanbul. The research focuses on how digital platforms, particularly social media, influence consumer perceptions, shape buying decisions, and foster brand loyalty among this key demographic. Methodology- A quantitative research approach was utilized, employing a structured online questionnaire distributed among 403 millennials in Istanbul. Data collection was based on validated scales measuring perceived product quality, product perception, brand recall, brand recognition, and purchasing behavior. The data were analyzed using descriptive statistics, correlation, and multiple regression analysis through SPSS version 21 to determine the relationship between brand awareness measures and purchasing behavior. Findings- The results reveal that perceived product quality, product perception, brand recall, and brand recognition all have a significant positive impact on the purchasing behavior of millennials. The analysis showed no significant differences in purchasing behavior according to gender, age, or education. The findings highlight that millennials are highly influenced by digital marketing strategies and social media campaigns, which enhance brand awareness and drive purchase decisions. Conclusion- The research concludes that social media and digital marketing play a critical role in shaping brand awareness and influencing the purchasing decisions of millennials. Brands that focus on effective digital marketing strategies and active social media engagement are more likely to increase customer loyalty and boost sales among this demographic. The study suggests that digital marketers should develop creative and targeted content, collaborate with influencers, and leverage data analytics to further enhance engagement with millennials.

The rapid advancement of information technology in today’s digital era compels businesses to adapt swiftly to remain competitive in the marketplace. One of the most significantly affected aspects of this transformation is marketing, which is progressively shifting from traditional methods to digital platforms. Digital marketing has emerged as a core strategy for building consumer relationships and influencing purchasing decisions. This study aims to examine the influence of digital marketing and relationship marketing on consumer purchase decisions of Amanda Brownies, with purchase intention serving as a mediating variable. A quantitative approach was employed, utilizing primary data collected through questionnaires distributed to 100 Amanda Brownies consumers who had engaged with the brand via digital platforms. The findings reveal that digital marketing directly influences purchase intention by 34.3% and customer satisfaction by 32.3%. Relationship marketing has a stronger direct impact, influencing purchase intention by 60.7% and customer satisfaction by 21.7%. Furthermore, purchase intention directly contributes 43% to customer satisfaction. In terms of indirect effects, digital marketing influences purchase decisions by 14.8% through purchase intention, while relationship marketing has an indirect effect of 26.1% via the same mediating variable. These results provide valuable insights for business practitioners in designing more effective marketing strategies aimed at increasing consumer interest and converting that interest into purchasing decisions through digital engagement.