Abstract
The present investigation was done to distinguish the impact of the digital media marketing, brand trust on consumer behavior. Additionally, the moderating impact of the brand trust on the connection between the digital media advertising and the consumer behavior was examined. The consumers of brand client in turkey were the members of this examination. The information were gathered utilizing the convenience sampling and through the survey procedure. 150 questionnaires were appropriated among the consumers. The confirmatory factor analysis and the structural equation model technique was used to examine the information. The outcomes demonstrated that the digital media advertising had a noteworthy and beneficial outcome on the consumer behavior. Also, brand trust moderated the connection between the digital media marketing and the consumer behavior. In the greater part of the examination considers, the moderating impact of brand trust has been overlooked in the earlier investigations, and the present investigation has filled this gap. The current investigation had a few confinements, and toward the finish of proposition further proposals have likewise been given. Keywords: Brand trust, digital media advertising, consumer behavior intention DOI: 10.7176/JMCR/68-04 Publication date: May 31 st 2020
Highlights
With the passage of time, digital technology is adopting new methods for doing business
Moderating role of Brand Trust The present study argues that brand trust moderated the relationship between social media marketing and www.iiste.org behavioral intentions, in particular, purchase intention and word of mouth
When the validity and reliability of the estimation model has been affirmed, the relations between the inactive factors in the model have been tried with auxiliary condition model
Summary
With the passage of time, digital technology is adopting new methods for doing business. If businesses and companies related to conventional concede the existence and digital technology’s effect on business, such companies will not exist. For Example, in 1990, Nokia is a popular and trusted company of mobile phones. Because of averseness to regulate with advance technology, Nokia is nowhere as a competitor in mobile industry. Today, a major challenge is faced by traditional retailers, as new generation shoppers seek out shopping through online (Krbová & Pavelek, 2015). We have to focus on new adjustment of technology and accommodate new changes in traditional businesses that have changed the way we live today. The modern world is especially fenced with technology, it is pertinent for understanding how digital media marketing affects consumer behavior
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