Effect of Digital Marketing Channels on Consumer Buying Intentions in FMCG Industry in Pakistan

Abstract

Digital marketing and Advertising are pivotal in increasing customer information and awareness towards products and services and engaging them in decision-making. Digital mediums are persuasive advertising mediums, and due to the advent of technology and innovation, digital marketing and advertising are important. For instance, YouTube is used as a persuasive medium for advertising and shapes consumer decisions toward purchase. This research is based on the post-positivism research paradigm, and it is quantitative. For this purpose, the researcher used the questionnaires to collect data and performed hypothesis testing. The research was conducted based on FMCG product purchases and data collected from consumers of FMCG brands who are watching Digital advertising and are involved in purchase decisions. The data was collected through Google survey forms from the 385 respondents based on convenience sampling. The collected data was processed through Smart PLS and reliability tests, correlation analysis and regression analysis. The results were analyzed based on reliability; the results are consistent, and more than 70% accuracy was found in data collection. All the variables, including Digital Advertising, use of social media, Content Marketing, Product appeal, and Digital Display, have a significant impact on mediating variable customer satisfaction and interaction and this significant impact on consumer buying intentions. One hypothesis is rejected as content marketing in this case in significant variables, and all variables are significant with mediating and moderating impacts on consumer buying decisions.