Effect of Digital Marketing Implementation through Location Based Advertising on Customer's Purchase Intention: A Case of FMCG Products in Karachi
DOI:
https://doi.org/10.52633/jemi.v4i2.235Keywords:
Digital Marketing, Mobile Advertising, Location-Based Advertising, SMS Advertising, Customer Purchase Intention, Consumer Buying Behaviour, FMCG SectorAbstract
Changing consumer preferences and rising competition have compelled marketers to adopt digital marketing methods. Mobile advertising through SMS is one of the most timely and cost-effective ways to attract the interest of a larger customer base in a short period. Location Based Advertising (LBA) improves the efficiency of the mobile advertisement itself and influences the behavior and attitude of consumers and their purchase intentions. The key agenda of the research is to highlight the ineffective use of Location Based Advertising (Mobile Centric) in the field of electronic and digital Marketing. Marketers have not been given enough importance in this area, as well as in the existing literature in the context of FMCG products in Karachi, Pakistan. Primary research is conducted with a quantitative research design to execute the survey. Statistical analysis will be performed with the help of correlation, regression, and frequency analyses to determine implications. These outcomes will demonstrate either a positive or negative influence on customer purchasing intention when LBA is implemented in mobile advertising. The findings will be beneficial for digital marketers in the FMCG sector in Karachi to improve marketing and advertising approaches to entice customers into buying more products.
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