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330838

The Impact of Digital Marketing on Purchase Intention Via Perceived Value and Brand Experience during the Era of COVID-19 in the Telecommunication Sector

Article

Last updated: 24 Dec 2024

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Abstract

During COVID-19 pandemic, digital marketing has received considerable attention in the telecommunication sector, where competition is intense. Digital marketing plays a critical role in shaping customers' purchasing intention with the increased usage of digital channels such as social media, email, search engines, and mobile applications. However, there is a lack of research on how digital marketing impacts customers' perceived values and shapes a favorable brand experience. Therefore, this study aims to examine the impact of digital marketing on purchase intention via perceived value and brand experience in the Egyptian telecommunication industry during the pandemic. A quantitative approach was used, and data were collected from 391 customers using convenience sampling. Statistical analyses were conducted using Smart PLS. The results showed that digital marketing had a significant positive effect on purchase intention, with perceived value and brand experience mediating the relationship. This research adds value as it focuses on the significant role of digital marketing on purchase intention and the crucial role of perceived value and brand experience.  It also encourages the service sector, specifically telecommunication companies, to deliver superior perceived value and create unique brand experiences through effective digital marketing, which will increase customer purchase intention.

DOI

10.21608/acj.2023.330838

Keywords

Digital Marketing, Purchase Intention, perceived value, Brand experience, telecommunication industry

Authors

First Name

Sarah Ashraf

Last Name

Elnahrawy

MiddleName

-

Affiliation

MBA Student at the Arab Academy for Science, Technology and Maritime Transport

Email

sarahelnahrawy98@gmail.com

City

-

Orcid

-

First Name

Heba Hassan

Last Name

Sadek

MiddleName

-

Affiliation

College of Management & Technology- Arab Academy for Science Technology & Maritime Transport

Email

hebahassan@aast.edu

City

-

Orcid

-

First Name

Dina

Last Name

Elsalmy

MiddleName

-

Affiliation

Assistant Professor at the Arab Academy for Science, Technology and Maritime Transport

Email

dina.salmy@aast.edu

City

-

Orcid

-

Volume

60

Article Issue

5

Related Issue

43876

Issue Date

2023-09-01

Receive Date

2023-10-03

Publish Date

2023-12-17

Page Start

239

Page End

257

Print ISSN

2682-4183

Online ISSN

2682-4191

Article File

ACJ_Volume 60_Issue 5_Pages 239-257.pdf

PDF . 5.0MB

Link

https://acjalexu.journals.ekb.eg/article_330838.html

Detail API

https://acjalexu.journals.ekb.eg/service?article_code=330838

Order

8

Type

المقالة الأصلية

Type Code

759

Publication Type

Journal

Publication Title

مجلة جامعة الإسکندرية للعلوم الإدارية

Publication Link

https://acjalexu.journals.ekb.eg/

MainTitle

The Impact of Digital Marketing on Purchase Intention Via Perceived Value and Brand Experience during the Era of COVID-19 in the Telecommunication Sector

Details

Type

Article

Created At

24 Dec 2024