IDEAS home Printed from https://ideas.repec.org/a/taf/oabmxx/v9y2022i1p2105285.html
   My bibliography  Save this article

The effect of digital marketing transformation trends on consumers’ purchase intention in B2B businesses: The moderating role of brand awareness

Author

Listed:
  • Nguyen Ngoc Hien
  • Tran Nguyen Huynh Nhu

Abstract

Digital marketing transformation is one of the important elements in a business’s long-term plan. Furthermore, choosing the most optimizing and suitable marketing strategy is not really simple with B2B enterprise. Based on the theory of planned behavior and the theory of consumer behavior, this study aims to explain the effects digital marketing forms on customer attitudes toward digital marketing and purchase intention. Research sample with a size of 210 potential customers, from the important people in the B2B purchasing chain at the enterprise. After being tested through partial least squares structural equation modelling techniques, resulted in 3 out of 4 digital marketing forms were rated as important and appropriate. Furthermore, the study also explored that brand awareness only moderates the relationship between attitude toward digital marketing and customer purchase intention. The results would help managers have the right direction for the business strategy to adapt and develop the business despite any difficult circumstances.

Suggested Citation

  • Nguyen Ngoc Hien & Tran Nguyen Huynh Nhu, 2022. "The effect of digital marketing transformation trends on consumers’ purchase intention in B2B businesses: The moderating role of brand awareness," Cogent Business & Management, Taylor & Francis Journals, vol. 9(1), pages 2105285-210, December.
    • Handle: RePEc:taf:oabmxx:v:9:y:2022:i:1:p:2105285
    DOI: 10.1080/23311975.2022.2105285
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/23311975.2022.2105285
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/23311975.2022.2105285?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

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

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Lee, Joseph Lok-Man & Lau, Chammy Yan-Lam & Wong, Charlaine Wai-Ga, 2023. "Reexamining brand loyalty and brand awareness with social media marketing: A collectivist country perspective," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 9(2), pages 3-10.

    More about this item

    Statistics

    Access and download statistics

    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:taf:oabmxx:v:9:y:2022:i:1:p:2105285. 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: Chris Longhurst (email available below). General contact details of provider: http://cogentoa.tandfonline.com/OABM20 .

    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.