Examining the Relationship between Digital Marketing and Consumer Buying Behaviour towards Electronic Gadgets Using PLS-SEM

Abstract

The rapid expansion of digital technologies and online communication platforms has significantly transformed consumer buying behaviour in electronic gadget markets. The present study examines the influence of digital marketing dimensions on consumer buying behaviour toward electronic gadgets, with particular emphasis on the mediating role of consumer trust. The study specifically investigates the effects of Social Media Marketing (SMM), Digital Content Marketing (DCM), and Electronic Word-of-Mouth (eWOM) on Consumer Trust (CT) and Consumer Buying Behaviour (CBB). A quantitative research design was adopted, and primary data were collected from 475 respondents belonging to Eastern Uttar Pradesh through a structured questionnaire. The study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) using SmartPLS 4 to examine the proposed relationships among the constructs. Reliability, convergent validity, discriminant validity, and structural model assessment were conducted to validate the proposed framework. The findings revealed that Social Media Marketing, Digital Content Marketing, and Electronic Word-of-Mouth significantly and positively influence Consumer Trust. Among the predictors, Social Media Marketing emerged as the strongest determinant of consumer trust. The results further confirmed that Consumer Trust significantly influences Consumer Buying Behaviour toward electronic gadgets and mediates the relationship between digital marketing dimensions and consumer buying behaviour. The study contributes to the growing literature on digital marketing and online consumer behaviour by providing empirical evidence from the Indian electronic gadgets market. The findings offer important implications for digital marketers, e-commerce firms, and electronic gadget companies seeking to strengthen consumer trust and improve online purchasing engagement in competitive digital environments.