IDEAS home Printed from https://ideas.repec.org/a/ids/ijbsre/v18y2024i4p337-359.html
   My bibliography  Save this article

Impact of digital marketing tools on brand awareness and online shopping behaviour: an empirical study

Author

Listed:
  • S.M. Sohel Rana
  • Abul Khair Jyote
  • Suman Prosad Saha
  • Zakia Binte Jamal

Abstract

The present study aims to investigate the influence of specific digital marketing tools on brand awareness and the online shopping behaviour of Bangladeshi consumers. Data were collected from 280 respondents. The collected data were analysed using the partial least squares structural equation modelling (PLS SEM) approach with the help of smart PLS 4.0 software. Findings reveal that search engine optimisation is the most significant digital marketing tool followed by viral marketing, social media advertising, e-mail marketing and content marketing to create brand awareness in the digital settings. On the other hand, search engine optimisation, viral marketing, social media advertising, and content marketing were found to be the significant digital marketing tools influencing online shopping behaviour. The findings bear significance in many aspects which have been discussed in the implications part.

Suggested Citation

  • S.M. Sohel Rana & Abul Khair Jyote & Suman Prosad Saha & Zakia Binte Jamal, 2024. "Impact of digital marketing tools on brand awareness and online shopping behaviour: an empirical study," International Journal of Business and Systems Research, Inderscience Enterprises Ltd, vol. 18(4), pages 337-359.
    • Handle: RePEc:ids:ijbsre:v:18:y:2024:i:4:p:337-359
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=139520
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbsre:v:18:y:2024:i:4:p:337-359. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=206 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.