International Review of Management and Marketing
Examining the Relationship between Digital Marketing and Consumer Buying Behaviour towards Electronic Gadgets Using PLS-SEM
The rapid expansion of digital technologies and online communication platforms has significantly transformed consumer buying behaviour in electronic gadget markets. The present study examines the influence of digital marketing dimensions on consumer buying behaviour toward electronic gadgets, with particular emphasis on the mediating role of consumer trust. The study specifically investigates the effects of Social Media Marketing (SMM), Digital Content Marketing (DCM), and Electronic Word-of-Mouth (eWOM) on Consume …