HOW DIGITAL MARKETING INFLUENCES PURCHASE INTENTION? A CASE OF FAST-FOOD INDUSTRY

The purpose of this study is to investigate the impact of digital marketing on consumer purchase intention in the fast-food industry of Hyderabad, Sindh. This research considered the two main components of digital marketing i.e., Social Network Marketing and Email Marketing. It is a quantitative research, and the primary data was collected through an adopted questionnaire from 150 respondents which are the customers of fast-food brands. The data was analyzed using SPSS and Reliability, Correlation and Multiple Regression analysis were performed. The finding of the study reflected that there is a positive impact of social network marketing and email marketing on consumer purchase intention in fast-food industry of Hyderabad, Sindh.