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The Impact of Consumer Behavior on Purchasing Intention: The Moderating Effect of Digital Marketing

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Fundamental and Applied Scientific Research in the Development of Agriculture in the Far East (AFE-2022) (AFE 2023)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 733))

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Abstract

Over the years, the cost of digital marketing has risen substantially. Digital marketing networks will continue to rule despite the reduction in marketing budgets caused by the spread of COVID-19.Any of the brick-and-mortar activities planned for the second quarter of 2020 including fairs, puppet markets and conventions have been cancelled or will be online. In addition, parallel preparations for upcoming events in limbo are in large part this year. Shoppers shrunk at home to prevent coronaviruses from contracting with goods they have historically purchased in shops. This would provide internet retailers with higher returns from their online advertising and increase their advertisement costs. The survey was distributed online using google forms between December 2020 and March 2021. The target population for the study included consumers working for private companies in Lebanon. The main target audience involved consumers from different segments. The survey was administered in English, which is considered the second language used in Lebanon. The research addressed 155 respondents and the data had been analyzed using SPSS 23.0 for hypothesis validation and AMOS. The research studied the moderating effect of digital marketing on perception, attitudes, consumer learning on purchasing intention.

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Author information

Authors and Affiliations

  1. College of Hospitality Industry Management, Suan Sunandha Rajabhat University, 1 U Thong Nok Rd., Dusit, Bangkok, 10300, Thailand

    Denis Ushakov

  2. Rostov State Transport University, Narodnogo Opolcheniya Sq., 2, Rostov-on-Don, 344038, Russia

    Natalia Malishevskaya

  3. IProcares International Research Center, 08-543938, Yanar Street, Beirut, 00000, Lebanon

    Khodor Shatila

Authors
  1. Denis Ushakov
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  2. Natalia Malishevskaya
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  3. Khodor Shatila
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Corresponding author

Correspondence to Denis Ushakov .

Editor information

Editors and Affiliations

  1. University of Chinese Academy of Sciences, Beijing, China

    Khasanov Sayidjakhon Zokirjon ugli

  2. Far Eastern State Agrarian University, Blagoveshchensk, Russia

    Aleksei Muratov

  3. ITMO University, St. Petersburg, Russia

    Svetlana Ignateva

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Ushakov, D., Malishevskaya, N., Shatila, K. (2024). The Impact of Consumer Behavior on Purchasing Intention: The Moderating Effect of Digital Marketing. In: Zokirjon ugli, K.S., Muratov, A., Ignateva, S. (eds) Fundamental and Applied Scientific Research in the Development of Agriculture in the Far East (AFE-2022). AFE 2023. Lecture Notes in Networks and Systems, vol 733. Springer, Cham. https://doi.org/10.1007/978-3-031-37978-9_93

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