Role of Digital Marketing Strategies in Pakistan's Footwear Industry

Abstract

The growing acceptance of digital marketing has mainly transformed consumer engagement and purchasing behavior, creating new opportunities for firms to increase customer experiences and effect buying decision. This study discovers the impact of digital marketing strategies on customers purchase intention in Pakistan's footwear industry by exploring the mediating role of brand experience and the moderating role of consumer trust. A quantitative cross-sectional research was designed and primary data were collected from 497 footwear consumers using a well-developed questionnaire measured on a 5-point Likert scale using SPSS 27. The planned conceptual model was analyzed using regression, mediation, and moderation analyses. The results reveal that digital marketing strategies have significant effects on brand experience, brand experience positively influences purchase intention and mediates the relationships between each digital marketing strategy. However, the moderating effect of consumer trust was not significant. These results highlight that creating brand experiences is a more significant for inspiring purchase intention than trust alone, in Pakistan's footwear market.