| Abstract [eng] |
Background: One strategy that has gained greater traction lately is digital sensory marketing. It offers consumers distinctive and captivating experiences via the use of touch, sound, and visual signals. As companies are always seeking new methods to engage with customers and promote online transactions, visual sensory is one of the potent tools in the world of digital marketing. Purpose: The goal of this work is therefore to investigate how visuals as digital sensory marketing factors affects customer's purchase intention online. Methodology: In order to achieve this, this research adopted a survey. In step to that quantitative approach was used, suggesting that empirical data is in qualitative in nature, thus questionnaire was used to gather data. One hundred and fifty respondents were selected through convenience sampling method. And data were analysed using quantitatively using SPSS data pack. Findings: At the end, findings indicates that visual elements such as colour, videos, graphics among others are potent sensory marketing strategies that can sustain consumers in purchase intention of beauty products in an online marketing environment. The result further indicates that consumers emotions are tied to visuals which in turns makes them to want to purchase in an online marketing environment. Conclusion: Therefore, this research contends that customers' purchase intention of beauty products can be sustained in an online marketing environment when visuals are appropriately adopted when considering how best to market beauty products.  . |
