The Impact of Digital Media Advertising on Consumer Behavior Intention: The Moderating Role of Brand Trust

Abstract

The present investigation was done to distinguish the impact of the digital media marketing, brand trust on consumer behavior. Additionally, the moderating impact of the brand trust on the connection between the digital media advertising and the consumer behavior was examined. The consumers of brand client in turkey were the members of this examination. The information were gathered utilizing the convenience sampling and through the survey procedure. 150 questionnaires were appropriated among the consumers. The confirmatory factor analysis and the structural equation model technique was used to examine the information. The outcomes demonstrated that the digital media advertising had a noteworthy and beneficial outcome on the consumer behavior. Also, brand trust moderated the connection between the digital media marketing and the consumer behavior. In the greater part of the examination considers, the moderating impact of brand trust has been overlooked in the earlier investigations, and the present investigation has filled this gap. The current investigation had a few confinements, and toward the finish of proposition further proposals have likewise been given.

Digital Marketing Dynamics: Investigating Influential Factors in Consumer Purchase Behaviour

“…Namira and Wandebori's (2016) study showed that critical factors in research, such as trust, cause recipients to reply to emails. A study by Duwa (2017) revealed that email marketing had a positive influence on brand loyalty, which will affect customer purchase decisions in the end. Email advertising with an eye-catching display had a higher tendency to attract customers to purchase the product or service (Duwa, 2017).…”

Mediating Brand Trust, Brand Attitude, Brand Psychological Ownership on Celebrity Endorsers to Behavioural Intention

“…Gross (2017) defines behavioural intention as a person's subjective likelihood to perform a particular action. Behavioural intent studies by Kuo & Tang (2013) and Enehasse & Saglam (2020) include repurchase intent, willingness to recommend, consumer loyalty, and word-of-mouth. The repurchase intention study is the most widely conducted study of behavioural intentions (Kuo & Tang, 2013).…”

Translating the impacts of social advertising on Muslim consumers buying behavior: the moderating role of brand image

“…Rehman et al (2014) have assessed the effects of Facebook advertising on young consumers buying behavior along with the moderating role of gender. Enehasse and Sa glam (2020) JIMA 14,9…”

“…Rehman et al (2014) have assessed the effects of Facebook advertising on young consumers buying behavior along with the moderating role of gender. Enehasse and Sağlam (2020) have examined the impacts of digital media advertising on Turkish consumers’ behavioral intentions along with the moderating role of brand trust. Nofal et al (2020) have evaluated the impacts of social networking advertising on the Cyprus and Turkish consumer’s purchase decision along with the mediating role of brand awareness based on the theory of planned behavior.…”

“…However, this study has selected the State Johor and Kuala Lumpur due to the fact that State Johor is the third most populated state after Selangor and Sabah in the country and (the State Wilayah Persekutuan) Kuala Lumpur is the largest city, highest population density and highest median monthly household income of the country (Department ofStatistic, 2014Statistic, , 2016Worldpopulationreview, 2022). The study applied a convenient approach (as inline studies ofIsmail, 2017;Sama, 2019;Enehasse and Sa glam, 2020) to collect data from Muslim consumers during the Holy Month of Ramadan via the mall intercept approach. A convenience sampling technique was used, which represents the nonprobability sampling technique, and was the most appropriate method for data collection in this study.…”