Study on the Effectiveness of Digital Marketing on Purchase Intent with the Moderating Role of Brand Special Value

Abstract

The objective of this study is to analyze the influence of digital marketing on purchase intention and to investigate the moderating effect of brand equity in this setting. A quantitative research method was utilized in this study to meet the research goals. This study is applied in terms of its purpose and employs a descriptive survey design by nature. Data were gathered from a sample of 170 online shoppers of the Ofoq Kourosh chain store in District 22,Tehran Province, through convenient sampling and electronic questionnaire distribution. Statistical tests, including data normality and scale reliability, were conducted using SPSS 24 software. Subsequently, the measurement model and hypothesis testing were carried out with Smart PLS 3 software. The findings, based on the validity of the
measurement and structural models and analyses aligned with the research objectives, demonstrated that digital marketing and brand equity as moderating factors positively and significantly affect purchase intention. This research offers practical recommendations and strategies to enhance marketing efforts and improve their impact on purchase intention in chain stores.