ppt

1. IMPACT OF DIGITAL MARKETING ON CONSUMER
BUYING INTENSION
Presented By:
Muhammad Talha Qureshi ( 20201-27504)
Waina Butt ( 20201- 27364)
Muhammad Khuzaima ( 20212-29181)

2. INTRODUCTION
BACKGROUND
• This research examines the significance of digital marketing in today's
environment.
• It investigates the impact of digital marketing, such as email marketing,
influencer marketing, social media marketing, mobile marketing on
consumer buying intension.
• Buyers are currently highly pleased with online buying because it saves
them time by eliminating the need to visit a shop.

3. INTRODUCTION
Scope of the study:
• This study seeks to investigate impact of different elements of digital marketing
like, social media marketing, mobile marketing , influencer marketing and e-mail
marketing on Consumer purchase intension.
• Depended variable for this study is consumer purchase intension for sneakers
• Research is limited to sneakers industry which are mostly used by consumers of age
bracket between 18 to 40 years.

4. INRODUCTION
Objective of the study:
The objective of this study is to measure impact of different elements of digital
marketing like, social media marketing, mobile marketing, influencer marketing and
e-mail marketing.on consumer purchase intensions.

5. INRODUCTION
Research Gap
• This study attempts to adapt the previous studies of impact of digital marketing on
consumers purchase intensions.

6. INRODUCTION
Problem Statement:
• The objective of this research is to provide insights and knowledge into how various
types of internet or digital marketing tactics impact a consumer's purchase behavior
for sneakers.

7. INTRODUCTION
Research Questions:
• What impact does email marketing have on a consumer's buying intension ?
• What impact does social media marketing have on a consumer's buying intension?
• What impact does mobile marketing have on a customer's buying intension?
• What impact does influencer marketing have on a customer's buying intension ?

8. INTRODUCTION
• Definitions
1) Email Marketing: E-mail marketing is a modern digital
marketing tactic for sending orders or directed messages to the
same individual at the same time. Organizations may send e -
mails that are aimed to fulfill the demands of consumers via
mail.
2) Social Media Marketing: The use of web-based media and social
platforms to highlight a company's goods and services is known
as the social media marketing. Companies may use social media
marketing to safeguard current clients and connect out to new
consumers while also promoting the positive culture or purpose.

9. INTRODUCTION
• 3) Mobile Marketing: Mobile marketing is the broadest, fastest,
most reliable, and least expensive display channel known nowadays.
Consumers may easily get information and highlights of interesting
items through this channel, and they can complete buying and
selling without the in
• 4. Influencer marketing
• Influencer marketing combines both traditional and modern
marketing strategies. It transforms the concept of celebrity
endorsement into a content-driven marketing campaign for the
modern era. volvement of the buyer.

10. INTRODUCTION
• Hypothesis :
• H1: Email marketing has statistically significant positive impact on consumer buying intension
•
• H2: Social media marketing has statistically significant positive impact on consumer buying intension
•
• H3: Mobile marketing has statistically significant positive impact on consumer buying intension
•
• H4: Influencer marketing has statistically significant positive impact on consumer buying intension

11. LITERATURE REVIEW

12. DIGITAL MARKETING AND CONSUMER
PURCHASE INTENSIONS:
• helps in creating brands and boosting traffic of targeted audience that are mostly
younger people in Sneaker industry.
• customised view of the product by watching advertisements and sponsored vlogs
online
• characterstics:
1. accessibility
2. navigation
3. speed

13. SOCIAL MEDIA MARKETING AND
CONSUMER PURCHASE INTENSIONS:
• high engagement and improved communication methods
• social media marketing factors:
1. relationship
2. communication
3. Post-purchase interaction
4. Information format
• time saving for consumer
• purchase intension impacted by positive reviews
• High consumer involvement by targeted personalized campaigns

15. E-MAIL MARKETING AND CONSUMER
PURCHASE INTENSIONS:
• involves the sharing of ads, company requests or donations, and other forms of
communication to increase brand awareness and brand loyalty.
• quantity of emails sent is assessed to ensure consumer preferences
• E-mail marketing campaigns are designed to provide upbeat advertising messages for
the consumer
• relevance with respect to preferences of consumers shows the effectiveness of email
marketing.
• User consent to receive email marketing is an indication of interest of the product or
service offered by the companies potentially affect purchase intention

17. INFLUENCER MARKETING AND
CONSUMER PURCHASE INTENTIONS:
• It has appeared to be the most developing discipline.
• It has been giving a huge impact on consumer’s buying decisions.
• Examples of Rsbelhasa and Lil Nas X demonic shoes.

19. MOBILE MARKETING ON CONSUMER
PURCHASE INTENTIONS:
• It is a technological advancement that frequently and directly communicates with
the consumers.
• Mobile marketing is still in the development phase, it plays a significant role in Sneaker
industry as Mobile marketing has a positive impact on consumer’s purchase decisions.
• SMS marketing and location based marketing are the biggest examples these days.

20. CONCEPTUAL FRAMEWORK
Consumer Buying
Intension
Email Marketing
Social Media
Marketing
Mobile Marketing
H3
H2
H1
Digital Marketing
Influencer Marketing
H4

21. METHADOLOGY
• Data:
• quantitative research will be used, and primary data will be gathered from 225 respondents
utilising a standardised questionnaire with a Likert scale.
• Variables:
• Dependant variable of this research is Consumer’s buying intentions
• Independent variable of this research is Digital Marketing which is sub divided into
four different variables.

22. METHADOLOGY
• Inclusion criteria:
• Data will be gathered from the sudents who are interested in Digital marketing and
having the age between 18 - 28.
• Sample and sampling techniques:
• Students from the Institute of Business Management will be chosen as a sample for
the BBA and MBA programmes.

23. METHADOLOGY
• Statistical Method:
• Correlation will be used to find the relatioship between the variables.
• Multiple Linear Regression will be used to find the impacts of the chosen variables
on consumer’s purchase intentions.

24. THANK YOU!