How and When Digital Marketing Capabilities Influence Online Purchase Intentions

Abstract

Many researchers have discussed the importance of digital marketing in modern business era. Digital marketing is a concept that provides benefit to those brands, stores, companies who wish to grow their business rapidly. Fast growth of internet makes an impact and has reached 4.1 billion internet users from which 92% of the users have access through their mobiles, computers, laptop or tablets. This study examines the relationship between marketing capabilities of a company, E-word of mouth, online trust and customers’ online purchase intention. To overcome the customer’s insecurity of buying online company or brand allow them to leave their point of view in shape of reviews or recommendation that what was their experience with product or what they want or what changes company should make. Because customers use social networking sites (YouTube Facebook, twitter, TikTok) other than the website for communicating with each other. Online trust is the major factor that has a separate relationship that identifies and exchanges the independency between marketers and customers. Trust could be the important indicator that influences the online shopping behavior of the customer.It can change the consumer’s perspective whether it is in negative or positive form. Targeted population was the people who shop online several times and regularly buy products through online modes. The study employs structural equational modeling (SEM) approach for analyzing the data because it is considered one of the most effective methods of statistical analysis. The findings of the study indicated that clearly shows the independent, dependent and mediating