The Effect of Digital Marketing on Purchase Intention Considering the Mediating Role of Consumer Engagement and Brand Image and the Moderating Role of Brand Equity
Keywords:
digital marketing, brand equity, brand image, consumer engagement, purchase intention, film and series streaming platformsAbstract
The internet and digital technologies have grown exponentially and have become part of the daily lives of billions of people around the world. Film and series streaming platforms are delivered directly through the internet and provide customers with access to films and television series. In Iran, there has been a substantial increase in the use of these platforms. The significant growth in the application of digital marketing in online businesses and its ability to interact with customers have increased its importance. The emergence of the internet and digital technologies has provided a modern context for business organizations to reach millions of customers at a low cost through effective and customized promotional content. The present study was conducted with the aim of examining the effect of digital marketing on purchase intention, considering the mediating role of consumer engagement and brand image and the moderating role of brand equity. In this study, the required data for testing the hypotheses were collected using the convenience sampling method. Cochran’s formula was used to determine the research sample size. This investigation was conducted on 384 individuals from the target population who were active in various WhatsApp and Telegram groups. The collected data were analyzed using SPSS version 24 and SmartPLS version 3.
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Copyright (c) 2024 Hassan Hassanlou (Author); Zohreh Dehdashtishahrokh
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
