The Impact of Digital Marketing on Customer Buying Intention of Customers in the Philippines

Digital marketing is arguably one of the preeminent marketing strategies utilized by today's vast number of businesses and companies. This strategy offers tools that enable them to promote their products to a much larger audience as it encompasses geographical boundaries. Also, it can build better relationships with customers since the content is customized to their liking. In the current study, the researchers aimed to determine how digital marketing affects the consumer behavior of Filipinos, specifically customer engagement and purchase intention. The following hypotheses were formulated: (H1) Social Media has a significant impact on Customer Engagement. (H2) Social media has a significant impact on purchase intention. (H3) Email marketing has a significant impact on customer engagement. (H4) Email marketing has a significant impact on purchase intention. (H5) Customer Engagement has a significant impact on purchase intention. A total of 334 respondents were surveyed online, and data was analyzed through the SPSS software. By the end of the research, it was found that digital marketing strategies, specifically social media marketing and email marketing, effectively generate purchase intention from Filipino consumers. This is aided by the customer engagement triggered by the advertisements presented on Facebook and their email. The researchers recommend further research on the topic but to branch out to other strategies and tactics of digital marketing since the current study focused solely on Facebook and email.