THE IMPACT OF DIGITAL MARKETING ON BRAND AWARENESS AND PURCHASING INTENTION: THE CASE OF SHOPEE

Abstract

This research explores how digital marketing tools including Search Engine Optimization, Email Marketing, Pay- per- click Ads, Social Media Marketing and Content Marketing impact on Brand Awareness and the purchasing behavior of customers. According to previous researches, this research proposed six hypotheses from a sample of 263 in Ho Chi Minh City using a convenient sampling method and a snowball sampling method. The findings demonstrates the positive relationship of digital marketing to firm performance, with knowledge transfer and innovation acting as mediators. Academically, these papers provide an opportunity to further investigate the relationship between digital marketing and other factors influence in the same field. In practice, this finding encourages businesses to consider more on applying the knowledge of digital marketing to greatly enhance performance is covered in depth throughout the latest chapter.