Ignite Virality and Rule the Market: Impact of digital marketing on Customer's purchase intention in developing economy

Digital marketing has a long-term impact on corporate sector marketing strategy and helps to attain a competitive advantage. The present study collected data from customer purchasing experience through digital marketing. The survey method was utilized, and an adopted questionnaire was used. A random sample strategy was used to deliver a total of 300 questionnaires to personnel working in higher education. Of them, 259 questionnaires were fully completed and used for further statistical analysis. The Smart PLS 4.0 version software is used in the current work to implement the multiple regression strategies through structural equation modelling. The findings show that social media and email digital marketing significantly influenced consumers' purchase intentions. The current work extends the theory of planned behaviour and offers several theoretical and practical implications. The results of the present study provide specific recommendations for practitioners and decision-makers in marketing departments and implement digital marketing concepts in advertising strategy to enhance customer purchase intention, particularly in a developing economy.