Does cultural economics affect country’s competitiveness?

Abstract

The influence of digital marketing tactics on customer purchase intent and brand loyalty is the focus of this study. Marketing has completely changed in the digital era, moving from conventional tactics to innovative digital ideas. This study investigates how customer purchase intent and long-term brand loyalty are affected by digital marketing tactics such influencer relationships, email campaigns, content marketing, SEO, and social media marketing. In order to comprehend the factors influencing online consumer behaviour, this thesis employs a mixed-method approach, combining quantitative data from consumer surveys with qualitative interviews with marketing experts. For the quantitative survey, 300 respondents in total were chosen. This figure is enough to carry out reliable statistical analysis, such regression and correlation, with sufficient power to find important connections between digital marketing tactics and customer purchase intent and brand loyalty. According to the results, digital marketing strategies that are tailored, interesting, and value-driven have a big impact on customers' initial intent to buy as well as their continued loyalty. The report offers useful suggestions for marketers to create successful digital strategies that promote stronger customer bonds and brand loyalty. Thus, the effect of digital marketing tactics on customer purchase intent and brand loyalty is determined. Understanding how internet marketing tools affect customer behaviour and long-term brand connections is crucial for businesses due to the marketplace's fast digital development.

Keyword : Digital Marketing, Consumer, Social Media Marketing, Purchase Intent, Brand Loyalty