| Abstract [eng] |
SUMMARY The study examines how Digital Marketing (DM), social media (SM), Content Marketing (CM), Email Marketing (EM), and Research Engine Advertising (REA) affect Attitude towards Digital Marketing (ATDM), and Consumer Brand Perception (CBP). The researchers employ the use of the Partial Least Squares Structural Equation Modelling (a PLS-SEM) in order to evaluate the relations between these constructs in order to comprehend the impact of digital marketing activities, on consumer perceptions and attitudes. Relevance of the Study: Since digital marketing remains a leading force in the business environment, it is important to know how different marketing tools influence consumer behaviour and brand perception. The study explores the effects of attitudes towards digital marketing in brand perceptions and provides a very useful insight to marketers who want to maximize digital marketing to build brand equity. The research is relevant to the current literature since it analyses these elements in the particular domain of digital marketing where no studies have investigated such thorough relationships. Study’s Aim: To examine how Digital Marketing, social media, Content Marketing, Email Marketing and Research Engine Advertising Affect Attitude towards Digital Marketing and Consumer Brand Perception, with an intention of finding out if the marketing strategy and consumer attitude are interconnected. Research Object: The research is based on the interaction of consumers with digital marketing practices in a large volume of industries, including consumers who are involved in digital marketing campaigns. Aims: 1. To investigate the effect of Digital Marketing on Consumer Brand Perception. 2. To determine how social media and other digital marketing media influence the Attitude towards Digital Marketing. 3. To analyse how Content Marketing, Email Marketing and Research Engine Advertising affect consumer perception and attitudes. 4. To suggest practical recommendations, which can be adopted by marketers to enhance the perception of their brands by using effective digital marketing strategies. Methodology: The study utilizes survey data obtained by the researcher on a wide range of respondents and subsequently analysed statistically using SPSS and Smart-PLS. Testing the theoretical framework and hypotheses through the PLS-SEM is done in two aspects of measurement model and structural model to determine reliability, validity, and the relationships between the constructs. Conclusion: The study summarizes that the Dark Web has a strong impact on Consumer Brand Perception and Attitude towards Digital Marketing, and the results indicate that social media has a significant effect on them. Although Content Marketing did not have a significant effect on attitudes, Email Marketing and Research Engine Advertising have been observed to have a positive effect on consumer perceptions. It is possible to imply that brand perceptions, as well as the establishment of more positive attitudes towards digital marketing practices, can be strengthened through the integration of different digital marketing strategies. Suggestions: 1. Social media and Email Marketing merits significant focus on the part of the marketer as the main avenues of influencing consumer perceptions of brands. 2. The issue of Content Marketing should be reconsidered in terms of improving the attitude to digital marketing and adherence to the expectations of consumers. 3. Future studies may be done on how certain demographic factors influence consumer reactions under digital marketing programs. 4. The potential to determine the effects of digital marketing instruments on various industries in the future should be explored in future studies to help tighten the weaknesses of generalizability of the results. |
