ANALYSING THE EFFECTIVENESS OF DIGITAL MARKETING STRATEGIES ON PURCHASING INTENSIONS OF SMARTPHONE

Abstract

In the digital era, consumer purchasing behavior is heavily influenced by online marketing efforts, particularly in the fast-paced smartphone industry. This study examines the effectiveness of various digital marketing strategies such as social media advertising, affiliating strategies, influencer endorsements, email outreach, and mobile marketing in shaping consumers' intentions to purchase smartphones. The research aims to identify which strategies are most impactful in capturing consumer interest and driving buying decisions. With the rise in digital media consumption, businesses are compelled to adapt their promotional approaches to align with the changing preferences of tech-savvy consumers. This research fills an essential gap by linking digital marketing efficiency with behavioral purchase patterns in the smartphone segment. Quantitative data is gathered through surveys, capturing consumer behaviours opinions preferences and engagement with various digital marketing channels. Statistical techniques such as confirmatory factor analysis and structure equation modelling are applied to identify relationships between the dependent variable of consumer purchase intensions and independent variables of social media marketing, affiliate marketing, influence marketing, Email marketing and mobile marketing. Secondary data including market reports and digital analytics, complements the primary research. This comprehensive methodology ensures a robust understanding of how consumer preferences shape digital marketing success. The study highlights the importance of aligning marketing efforts with evolving consumer expectations, demonstrating that data-driven and consumer-centric approaches lead to higher conversion rates and stronger brand loyalty.The findings are particularly relevant for marketers looking to optimize digital campaigns in the highly competitive electronics market.