Impact of Digital Marketing on Consumer Buying Perspectives in the Pakistan Market

Abstract

Digital marketing (DM) has taken the world from conventional marketing to Information and Communication Technology enabled tools to reach consumers. Since the advent of digital marketing, research has been conducted to evaluate how DM shaped customer buying behavior and decisions in developing countries but its impact on developing countries' consumers has been inconsistent. Therefore, this study assesses the impact of DM and its platforms on the buying perception of Pakistani consumers. The data was collected through an online survey of consumers in Pakistani markets. The study showed social media having the highest persuasion power, with Instagram being the most effective in DM influence on buying perceptions of consumers, particularly among young people aged 18-32, followed by mobile marketing and the least SEO. This study provided empirical grounds to support that DM has changed the way Pakistani consumers buy things and this implies that to effectively reach consumers in Pakistan, DM space must be maximized. Based on the study, digital marketing has significantly transformed the purchase decisions made by Pakistani customers. Organizations must prioritize enhancing their digital marketing presence to effectively reach and engage these customers. Platforms like Instagram possess immense persuasive power, which businesses should leverage to persuade and sell their products successfully. This research also holds practical implications for Pakistani marketers and companies, such as understanding how social media platforms shape customer viewpoints. Marketers can utilize this knowledge to target and engage younger demographics. Marketers should incorporate mobile marketing methods due to the prevalence of smartphone usage among Pakistani consumers.