The effect of digital marketing on purchase intention: Moderating effect of brand equity )Case study: Clients of Farsad Machine Company "manufacturer of wood industry machinery("
Subject Areas : Commercial ManagementMahmoud Ahmadi Sharif 1 , jahed sadani 2
1 - Assistant Professor, Department of Business Administration, Islamic Azad University Qods Branch
2 - Business Administration, Faculty of Humanities, Shahre Qods Azad University, Tehran, Iran
Keywords: purchase intention, brand equity, Digital Marketing,
Abstract :
Nowadays, in order to recognize, understand and fulfill the needs of customers as well as take advantage of their ideas and finally provide the best products (goods and services) and continuously improve their performances, businesses need to establish easy, effective and long-term communication with their customers. Due to the growth of the Internet and the increase of users of the digital space, one of the most effective tools for establishing this type of communication is the use of digital marketing. The digital space and related facilities and tools have rapidly transformed the business ecosystem. The purpose of the present research is to examine the impact of digital marketing on purchase intention with the moderating role of specific value. The present research method is a survey. The statistical population of this research includes customers of wood industry machinery manufacturing companies, simple random sampling method using Cochran's formula for unlimited population, the sample number is 384 people. Maher and Mohammad (2022) questionnaire was used to measure digital marketing variable, purchase intention and brand value. In order to test the hypotheses, Structural Equation method and Partial Least Square analysis test have been used. The research results indicate that digital marketing has a positive and significant effect on purchase intention with the moderating role of brand equity.
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