HOW DIGITAL MARKETING AND PERCEIVED PERFORMANCE AFFECTS CONSUMER BUYING BEHAVIOR: AN EMPIRICAL STUDY OF KARACHI GEN Y AND GEN Z
Abstract
Currently, digital marketing has become an essential factor in campaigns to attract and retain online buyers. This study aims to identify how different digital marketing tools impact consumer buying behavior. This research shows the most appropriate actions to take while planning an online strategy and retaining users. This research also signifies that the perceived performance of those tools should be compatible with running an effective digital marketing campaign. The conclusion of this research shows factors that should be utilized while planning a campaign with digital marketing tools. The effect on Consumer buying behavior for online purchases is necessary for all SMEs, eCommerce, and online retail industries, especially their performance. Through this research, companies can identify which campaign is suitable for them to run in the market of Karachi. A full detailed study is required by having different performance indicators as mediators or moderators in the future.
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