Analyzing the Impact of Digital Marketing on Online Furniture Purchases in Pakistan: Mediated by Consumer Attitude and Moderated by Brand Equity

Abstract

This paper examines how digital marketing strategies affect the purchase decision of the consumers in the furniture industry in Pakistan with consumer attitude as a mediator and brand equity as a moderator. The digitalization takes place at a fast pace, and more and more businesses demonstrate their dependence on digital marketing strategies, including social media, search engine optimization (SEO), content marketing, influencer marketing, and mobile marketing as the means to involve the consumers and optimise the market. This research relies on the empirical research conducted on 500 internet users in Pakistan studying the topic of furniture purchase experience. The analysis is done with the application of structural equation modeling (SEM) with SmartPLS 4.1.0.8 that is run to gauge relationships between digital marketing strategies, consumer attitude, brand equity, and purchase intent. The results indicate that the consumer attitudes have a large leaning power between the digital marketing strategies and purchase decisions though brand equity reinforces the effects. The study is actually useful to marketers and practitioners by providing them with useful information that can guide them to make strategic response to the use of digital marketing tools to boost the perception of the consumer, engage consumers, and even foster brand loyalty in a competitive market environment.