Factors Influencing Purchase Intention in Digital Marketing: A Thematic Analysis
DOI:
https://doi.org/10.54099/ijmdb.v4i1.1159Keywords:
Digital Marketing, Purchase Intention, Thematic Analysis, BangladeshAbstract
This study explores the elements influencing Bangladeshi consumers' purchase intentions in the digital marketing sector, a topic rarely addressed in previous research. Guided via a qualitative approach, semi-structured interviews were performed, and thematic analysis was carried out. Key themes identified include convenience and time-saving, access to detailed information and customer reviews, price sensitivity and comparison, social Influence, technological integration, visual appeal and content quality, and customer service experience. The findings provide valuable insights for marketers to better apprehend patron behavior and help policymakers perceive vital factors for powerful product techniques inside the digital marketplace. Theoretical implications include a deeper know-how of consumer decision-making in a virtual context, especially in rising markets like Bangladesh.
References
REFERENCES
Abdullah, F., Ward, R., & Ahmed, E. (2016). Investigating the Influence of the most commonly used external variables of TAM on students' perceived ease of use (PEOU) and perceived usefulness (PU) of e-portfolios. Computers in Human Behavior, 63, 75–90. https://doi.org/10.1016/j.chb.2016.05.014
Adam, M., Wessel, M., & Benlian, A. (2021). AI-based chatbots in customer service and their effects on user compliance. Electronic Markets, 31(2), 427-445. https://doi.org/10.1007/s12525-020-00414-7
Ajzen, I. (1991a). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Ajzen, I. and Fishbein, M. (1985). The prediction of behavior from attitudinal and normative variables. Journal of Experimental Social Psychology, Vol. 6, pp. 466-88. https://doi.org/10.1016/0022-1031(70)90057-0
Akpinar, E., & Berger, J. (2017). Valuable virality. Journal of Marketing Research, 54(2), 318-330. https://doi.org/10.1509/jmr.13.0350
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65-77. https://doi.org/10.1016/j.ijinfomgt.2018.06.001
Anjani, S., & Irwansyah, I. (2020). Peranan Influencer Dalam Mengkomunikasikan Pesan di Media Sosial Instagram (The Role Of Social Media Influencers In Communicating Messages Using Instagram). Polyglot: Jurnal Ilmiah, 16(2), 203. https://doi.org/10.19166/pji.v16i2.1929
Arora, A. S., & Sanni, S. A. (2019). Ten years of 'social media marketing'research in the Journal of Promotion Management: Research synthesis, emerging themes, and new directions. Journal of Promotion Management, 25(4), 476-499. https://doi.org/10.1080/10496491.2018.1448322
Attaran, M., Attaran, S., & Kirkland, D. (2019). The need for digital workplace: Increasing workforce productivity in the information age. International Journal of Enterprise Information Systems (IJEIS), 15(1), 1-23. https://doi.org/10.4018/ijeis.2019010101
Bacik, R., Gavurova, B., Fedorko, I., & Fedorko, R. (2021). Website quality factor as a multidimensional construct and its impact on the use of e-banking. Entrepreneurship and Sustainability Issues, 9(1), 542. https://doi.org/10.9770/jesi.2021.9.1(34)
Bala, M., & Verma, D. (2018). A critical review of digital marketing. International Journal of Management, IT and Engineering, 8(10), 321-339.
Barnard-Brak, L., Burley, H., & Crooks, S. M. (2010). Explaining youth mentoring behavior using a theory of planned behavior perspective. International Journal of Adolescence and Youth, 15(4), 365–379. https://doi.org/10.1080/02673843.2010.9748040
Battarcherjee, A. (2002). Individual trust in online firms: scale development and initial trust. Journal of Management Information Systems, Vol. 19 No. 1, pp. 211-41. https://doi.org/10.1080/07421222.2002.11045715
Bhole, B., & Hanna, B. (2017). The effectiveness of online reviews in the presence of self-selection bias. Simulation Modelling Practice and Theory, 77, 108-123. https://doi.org/10.1016/j.simpat.2017.05.005
Blackwell, R.D., Paul, W.M. and James, F.E. (2006). Attributes of attitudes. Consumer Behavior, Thomson Press, New York, NY, pp. 235-43.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative research in psychology, 3(2), 77-101. https://doi.org/10.1191/1478088706qp063oa
Caelli, K., Ray, L., & Mill, J. (2003). "Clear as mud": Toward greater clarity in generic qualitative research. International Journal of Qualitative Methods, 2(2), 1–24. https://doi.org/10.1177/160940690300200201
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. UK: Pearson.
Chaffey, D., & Smith, P. R. (2017). Digital marketing excellence: planning, optimizing and integrating online marketing. Routledge. https://doi.org/10.4324/9781315640341
Connolly, S. L., Miller, C. J., Lindsay, J. A., & Bauer, M. S. (2020). A systematic review of providers' attitudes toward telemental health via videoconferencing. Clinical Psychology: Science and Practice, 27(2), e12311. https://doi.org/10.1111/cpsp.12311
Copeland, M. T. (1923). Problems in marketing. AW Shaw Company.
Daly J., Kellehear A., Gliksman M. (1997). The public health researcher: A methodological approach. Melbourne, Australia: Oxford University Press.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Dijk, Geke & Minocha, Shailey & Laing, Angus. (2007). Consumers, channels and communication: Online and offline communication in service consumption. Interacting with Computers. 19. 7-19. https://doi.org/10.1016/j.intcom.2006.07.007
Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3), 289-309.
Dwivedi, Y. K., Rana, N. P., & Alryalat, M. A. A. (2017). Affiliate marketing: An overview and analysis of emerging literature. The Marketing Review, 17(1), 33-50. https://doi.org/10.1362/146934717x14909733966092
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behaviour: An introduction to theory and research. Addison-Wesley. https://doi.org/10.2307/2065853
Garcia, L. J. J., Lizcano, D., Ramos, C. M., & Matos, N. (2019). Digital marketing actions that achieve a better attraction and loyalty of users: An analytical study. Future Internet, 11(6), 1-16. https://doi.org/10.3390/fi11060130
George, J.F. (2002). Influences on the intent to make internet purchase. Internet Research: Electronic Networking Applications and Policy, Vol. 12 No. 2, pp. 165-80. https://doi.org/10.1108/10662240210422521
Gourville, J., & Norton, M. I. (2014). Marketing reading: Consumer behavior and the buying process. Retrieved from Harvard Business Publishing: http://cb. hbsp. harvard. edu/cb/product/8167-PDF-ENG. (Accessed on 09 June 2024)
Grewal, D., Ahlbom, C., Beitelspacher, L. S., Noble, S. M., & Nordfalt, J.(2018). In-store Mobile phone use and customer shopping behav-ior: Evidence from the field. Journal of Marketing, 82(4), 102–126. https://doi.org/10.1509/jm.17.0277
Gupta, A., Goplani, M., & Sabhani, J. (2020). A study on Influence of digital marketing on buying behaviour of youth. Studies in Indian Place Names, 40 (68). https://doi.org/10.53555/sfs.v10i2s.2335
Hajli, M. N. (2014). A study of the impact of social media on consumers. International Journal of Market Research, 56(3), 387-404. https://doi.org/10.2501/ijmr-2014-025
Hassan, S., Nadzim, S. Z. A., & Shiratuddin, N. (2015). Strategic use of social media for small business based on the AIDA model. Procedia-Social and Behavioral Sciences, 172, 262-269. https://doi.org/10.1016/j.sbspro.2015.01.363
Huang, Y., & Suo, L. (2021). Factors affecting Chinese consumers' impulse buying decision of live streaming E-commerce. Asian Social Science, 17(5), 16-32. https://doi.org/10.5539/ass.v17n5p16
Joey, F.G. (2004). The theory of planned behavior and internet purchasing. Internet Research, Vol. 14 No. 3, pp. 198-212. https://doi.org/10.1108/10662240410542634
Kapoor, K. K., Dwivedi, Y. K., & Piercy, N. C. (2016). Pay-perclick advertising: A literature review. The Marketing Review, 16(2), 183-202. https://doi.org/10.1362/146934716x14636478977557
Kaur, G. (2017). The importance of digital marketing in the tourism industry. International Journal of Research Granthaalayah, 5(6), 72-77. https://doi.org/10.29121/granthaalayah.v5.i6.2017.1998
Klein, Katharina & Martinez, Luis. (2022). The impact of anthropomorphism on customer satisfaction in chatbot commerce: an experimental study in the food sector. Electronic Commerce Research. 23. 10.1007/s10660-022-09562-8. https://doi.org/10.1007/s10660-022-09562-8
Lee, J., & Hong, I. B. (2016). Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity. International Journal of Information Management, 36(3), 360-373. https://doi.org/10.1016/j.ijinfomgt.2016.01.001
Li, H. (2021). An Empirical study to determine the role of social media in the development of businesses. Revista Argentina de Clínica Psicológica, Vol. 30, No. 1961- 1970.
Li, H., Ye, B., & Law, R. (2019). The long-term impact of social media on consumer spending: Evidence from panel data. International Journal of Hospitality Management, 78, 68-77.
Li, X., Yi, W., Chi, H. L., Wang, X., & Chan, A. P. (2018). A critical review of virtual and augmented reality (VR/AR) applications in construction safety. Automation in construction, 86, 150-162. https://doi.org/10.1016/j.autcon.2017.11.003
Misirlis, N., & Vlachopoulou, M. (2018). Social media metrics and analytics in marketing–S3M: A mapping literature review. International Journal of Information Management, 38(1), 270-276. https://doi.org/10.1016/j.ijinfomgt.2017.10.005
Moreno, S. M., Calderón, G. G. A., & Moreno, F. M. (2016). Social media marketing perspectives in the organization in Morelia, Mexico. International Journal of Marketing Studies, 8(2), 128. https://doi.org/10.5539/ijms.v8n2p128
Olson, E. M., Olson, K. M., Czaplewski, A. J., & Key, T. M. (2021). Business strategy and the management of digital marketing. Business horizons, 64(2), 285-293. https://doi.org/10.1016/j.bushor.2020.12.004
Pan, J. Y., & Liu, D. (2022). Mask-wearing intentions on airplanes during COVID-19 – Application of theory of planned behavior model. Transport Policy, 119, 32–44. https://doi.org/10.1016/j.tranpol.2022.01.023
Pavlou, P.A. (2002). What drives electronic commerce? A theory of planned behavior
perspective. Academy of Management Proceedings, Denver, CO, pp. A1-A6. https://doi.org/10.5465/apbpp.2002.7517579
Plume, C., Dwivedi, Y., & Slade, E. (2016). Social media in the marketing context: A state of the art analysis and future research directions. Chandos Publishing, Elsevier.
Sawicki, A. (2016). Digital marketing. World Scientific News, 48, 82-88.
Shanka, M. S., & Gebremariam Kotecho, M. (2023). Combining rationality with morality – integrating theory of planned behavior with norm activation theory to explain compliance with COVID-19 prevention guidelines. Psychology, Health and Medicine, 28(2), 305–315. https://doi.org/10.1080/13548506.2021.1946571
Shareef, M. A., Dwivedi, Y. K., Kumar, V., & Kumar, U. (2017). Content design of advertisement for consumer exposure: Mobile marketing through short messaging service. International Journal of Information Management, 37(4), 257-268. https://doi.org/10.1016/j.ijinfomgt.2017.02.003
Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58-69. https://doi.org/10.1016/j.jretconser.2017.11.001
Singh, S., & Swait, J. (2017). Channels for search and purchase: Does mobile Internet matter?. Journal of Retailing and Consumer Services, 39, 123-134. https://doi.org/10.1016/j.jretconser.2017.05.014
Stone, M., & Woodcock, N. (2013). Social intelligence in customer engagement. Journal of Strategic Marketing, 21(5), 394-401. https://doi.org/10.1080/0965254x.2013.801613
Suh, B. and Han, I. (2003). The impact of customer trust and perception of security control on the acceptance of electronic commerce. International Journal of Electronic Commerce, Vol. 7 No. 3, pp. 135-61. https://doi.org/10.1080/10864415.2003.11044270
Tahar, A., Riyadh, H. A., Sofyani, H., & Purnomo, W. E. (2020). Perceived ease of use, perceived usefulness, perceived security and intention to use E-Filing: The role of technology readiness. The Journal of Asian Finance, Economics & Business, 7(9), 537–547. https://doi.org/10.13106/jafeb.2020.vol7.no9.537
Taufik, N., & Hanafiah, M. H. (2019). Airport passengers' adoption behavior towards self-check-in Kiosk Services: The roles of perceived ease of use, perceived usefulness and need for human interaction. Heliyon, 5(12), e02960–e02960. https://doi.org/10.1016/j.heliyon.2019.e02960
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why bother?. Business Horizons, 57(6), 703-708. https://doi.org/10.1016/j.bushor.2014.07.002
UNB, 2024. Internet users in Bangladesh reach 131m as of 2023. Retrieved from https://www.dhakatribune.com/bangladesh/339218/internet-users-in-bangladesh-reach-131m-as-of-2023 (Accessed on 08 June 2024)
Wang, L., Zhang, Q., & Wong, P. P. W. (2022). Purchase intention for green cars among Chinese millennials: Merging the value-attitude-behavior theory and theory of planned behavior. Frontiers in Psychology, 13, 786292–786292. https://doi.org/10.3389/fpsyg.2022.786292
Yoga, I. M. S., Korry, N. P. D. P., & Yulianti, N. M. D. R. (2019). Information technology adoption on digital marketing communication channel. International Journal of Social Sciences and Humanities, 3(2), 95-104. https://doi.org/10.29332/ijssh.v3n2.297
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 International Journal of Management and Digital Business
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
