The effect of digital marketing on purchase intention the moderating role of social media capability.

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This research investigates the impact of digital marketing on purchasing intention, the influence of social media capability on this relationship, and the potential moderating effect of social media capability. Descriptive statistics and multiple regression analysis were employed to analyze data from respondents. The findings reveal that digital marketing significantly affects purchase intention, as consumers perceive digital marketing as valuable for product search, information provision, and comparison. Social media capability also positively influences purchase intention, underlining the importance of strategies, engagement, employee involvement, and continuous monitoring in social media iv efforts. Contrary to expectations, the moderating role of social media capability on the effect of digital marketing on purchase intention was not significant, suggesting that their combined impact may not significantly differ from their individual effects. In conclusion, this study underscores the positive impact of digital marketing on purchasing intention and the role of social media capability. It emphasizes the need for businesses to optimize digital marketing strategies while developing robust social media capabilities for maximum impact. Practical implications include investing in digital marketing and enhancing social media engagement. Theoretical implications encompass enhancing the understanding of the relationships between digital marketing, social media, and purchase intentions. Recommendations for practitioners involve refining digital marketing strategies and social media engagement, recognizing the synergies between the two, targeting specific audiences, and staying attuned to technological advancements. Longitudinal studies are proposed for deeper insights into the long-term effects. Future research directions include exploring demographic factors' influence on social media capability and purchase intention.
Thesis submitted to the department of marketing and corporate strategy, Kwame Nkrumah university of science and technology, Kumasi in partial fulfillment of the requirements for the degree of master of science in marketing