The Impact of Digital Marketing on Purchase Intention Via Perceived Value and Brand Experience during the Era of COVID-19 in the Telecommunication Sector

نوع المستند : المقالة الأصلية

المؤلفون

1 MBA Student at the Arab Academy for Science, Technology and Maritime Transport

2 College of Management & Technology- Arab Academy for Science Technology & Maritime Transport

3 Assistant Professor at the Arab Academy for Science, Technology and Maritime Transport

المستخلص

During COVID-19 pandemic, digital marketing has received considerable attention in the telecommunication sector, where competition is intense. Digital marketing plays a critical role in shaping customers’ purchasing intention with the increased usage of digital channels such as social media, email, search engines, and mobile applications. However, there is a lack of research on how digital marketing impacts customers' perceived values and shapes a favorable brand experience. Therefore, this study aims to examine the impact of digital marketing on purchase intention via perceived value and brand experience in the Egyptian telecommunication industry during the pandemic. A quantitative approach was used, and data were collected from 391 customers using convenience sampling. Statistical analyses were conducted using Smart PLS. The results showed that digital marketing had a significant positive effect on purchase intention, with perceived value and brand experience mediating the relationship. This research adds value as it focuses on the significant role of digital marketing on purchase intention and the crucial role of perceived value and brand experience.  It also encourages the service sector, specifically telecommunication companies, to deliver superior perceived value and create unique brand experiences through effective digital marketing, which will increase customer purchase intention.

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