The Influence of Digital Marketing on Consumer Behavior in the Context of Online Shopping in the Klang Valley, Malaysia

The contemporary business landscape has undergone significant transformations, resulting in a highly competitive atmosphere. The onset of the second wave of digitization and technological innovation occurred in the early 2010s, and the COVID-19 pandemic further amplified its momentum. The second wave pertains to digitalizing the industrial sector, encompassing several aspects such as digital manufacturing, data-driven healthcare, intelligent buildings, and smart cities (World Economic Forum, 2021). Digital marketing has emerged as a highly prevalent marketing strategy organizations employ, mainly through social media platforms and email marketing techniques. Social media and email marketing are potent strategies for cultivating consumer engagement. This engagement plays a crucial role in influencing the frequency of customers' intent to make purchases. Furthermore, these marketing methods are characterized by their user-friendly nature and resilience. Digital marketing technologies provide organizations with a convenient means to effectively promote their products and foster customer relationships at a reduced cost, resulting in heightened sales volume. This study investigates the relationship between digital marketing, consumer engagement, and purchase intention within the Klang Valley region. The primary objective is to optimize the utilization of the study findings by obtaining theoretical validation of the relationship between the variables and selecting the most suitable implications that contribute to identifying the influence of digital marketing on consumer engagement and purchase intention.