Impact of Digital Marketing Tools on Brand Awareness and Online Shopping Behavior: An Empirical Study

Abstract

The present study aims to investigate the influence of specific digital marketing tools on brand awareness and online shopping behaviour of Bangladeshi consumers. Data were collected from 280 respondents. The collected data were analysed using the partial least squares structural equation modelling (PLS SEM) approach with the help of smart PLS 4.0 software. Findings reveal that search engine optimisation is the most significant digital marketing tool followed by viral marketing, social media advertising, e-mail marketing and content marketing to create brand awareness in the digital settings. On the other hand, search engine optimisation, viral marketing, social media advertising, and content marketing were found to be the significant digital marketing tools influencing online shopping behaviour. The findings bear significance in many aspects which have been discussed in the implications part.