The Impact of Digital Marketing on Customer Purchase Decisions: The Moderating Influence of Brand Equity

The primary objective of this research is to examine the impact of digital marketing, particularly through social media channels and electronic word-of-mouth (EWOM), on customers’ purchase intention. Additionally, this study will assess how brand equity moderates the relationship between digital marketing and purchase decisions. To achieve these research objectives, a quantitative research approach was implemented. Data for this study was gathered from a sample of 314 shoppers in Bahrain. The collection of data was achieved through an electronic questionnaire, utilizing a random sampling technique. IBM SPSS software was employed to carry out statistical analyses, including evaluating data normality and scale reliability. Subsequently, SmartPLS software was utilized for conducting measurement model and hypothesis testing. The outcomes evaluated the accuracy of the measurement model, structural model, and moderation analysis carried out in accordance with the study objectives. The results supported the hypothesis that digital marketing has a significant positive impact on the intention to purchase. However, this study found that the influence of brand equity in this particular scenario was not significant. This research adds to the current body of knowledge in this field by offering suggestions and directions for future research related to digital marketing and online shopping in the context of social media in Bahrain. It explores how digital channels impact customer purchase decisions, providing insights into this topic.