Impact of Digital Marketing Transformation on Purchase Intentions in B2B Consumers: The Moderating Influence of Brand Awareness

Abstract

The abstract should summarize the entire study, including the research objective, methodology, main findings, and conclusions. Highlight the role of digital marketing trends (such as social media marketing, content marketing, AI-driven personalization) and their influence on purchase intentions in B2B contexts. Mention how brand awareness moderates this relationship and what implications these findings might have for B2B marketers.Digital marketing transformation is reshaping the landscape of B2B interactions, influencing consumer purchase intention through various innovative approaches. This study examines the role of digital marketing trends, including personalized content, AI-driven analytics, and social media engagement, on the purchase intentions of B2B consumers. Further, it explores the moderating effect of brand awareness on these relationships. Using a mixed-methods approach, survey data from B2B consumers across various industries highlight the importance of these digital tools in enhancing consumer engagement and fostering purchase intention. Findings indicate that high brand awareness amplifies the positive effects of digital marketing transformation on purchase intentions, suggesting that firms that leverage both digital transformation and strong brand equity can achieve a significant competitive advantage in the B2B market.