Hassan Tariq

Academic

Career

Verbatim text

The Impact of Digital Marketing on Changing Consumer Brand Preference with the Moderating Role of Brand Loyalty 

Digital marketing evolves to be a powerful marketing tactic in this digital, fast-moving and information driven world. It has replaced traditional marketing and continues to grow immensely. Our research therefore discusses the use of digital marketing in businesses and how it helps them gain potential customers. Our research focused on three types of digital marketing tools: Search engine optimization, Influencer marketing and Content marketing which were our independent variables and studied the impact of these on Consumer brand preference which was our dependent variable. The study also took brand loyalty as a moderator. Little research on the linkage between these variables with brand loyalty as a moderator is a gap this study aimed to fill.The study followed a quantitative research design and deductive approach was used to test the existing theory and to build new arguments. Furthermore, a mono-method research was adopted as a single data collection technique i.e. questionnaire was used. The research is cross sectional in nature as the data was collected at one particular time. Our sample size consisted of 250 respondents in the twin cities (Islamabad and Rawalpindi). These individuals belonged to diverse backgrounds, who had purchased products either on retails outlets or social media/social websites. Based on regression analysis done using SPSS software and data collected from the respondents, the results revealed that certain hypotheses are confirmed while others are rejected. 




Area of Study: 
Marketing 
Supervisor Name: 
Ms. Sarah Khan 
Group Members:   
Hassan Tariq (I18-0153)