Impact of Digital Marketing on Customer’s Purchase

Abstract

Using social media with email marketing is one of the most frequent forms of digital marketing used by businesses. Because of their ease of use and resilience, social media and email marketing are particularly effective in increasing customer involvement and, as a result, influencing purchase intent. Overall, digital marketing technologies enable firms to easily and quickly sell their products, resulting in an increase in sales volume. CoderFirst Sri Lanka, an ICT company, is the subject of this study, which aims to investigate the relationship between social media, email marketing, and customer engagement and purchase intention. Theoretical evidence of the relationship between the components is sought, as well as a determination of the appropriate implications for the long-term use of the research findings. 363 individuals completed an online questionnaire as part of this study's research instrument.