Digital Marketing Strategies and Consumer Purchase Behavior: Examining the Mediating Role of Brand Awareness

Abstract

The blistering development of digital platforms has radically redefined the way brands reach consumers and it becomes crucial to comprehend which marketing tactics actually influence buying behavior. The present study examines how social media marketing, online advertising, and influencer marketing can impact consumer purchase behavior with brand awareness as a mediating variable. Based on a survey of 300 participants and evaluated with the help of the Partial Least Squares Structural Equation Modeling (PLS-SEM), all three digital marketing strategies showed considerable positive impact on brand awareness and consumer purchase behavior. Each relationship was entirely mediated by the brand awareness; it bears out the significance of the brand awareness as the mechanism which digital marketing is transformed into purchase action. Its results provide a useful application to marketing practitioners planning the integrated digital campaigns and offer theoretical contribution to the accumulating body of knowledge relating digital strategy to consumer decision-making.