Investigating the role of customer relationship management as a mediator between digital marketing and online purchase intent

Abstract

Organizations in the constantly evolving e-commerce landscape are always looking for effective strategies to enhance online purchase intent through digital marketing efforts. The role of customer relationship management (CRM) as a critical mediator between digital marketing initiatives and customers' intention to make online purchases is examined in this research. The primary objective is to investigate the mechanisms by which digital marketing influences consumers' propensity to make online purchases, with a specific focus on CRM as a mediating variable. The research aims to provide a conceptual framework that combines technological systems, behavioral economics insights, and marketing concepts, based on an extensive review of existing literature. To examine variable correlations, this study used a self-administered questionnaire and a quantitative research approach. To thoroughly analyze the suggested conceptual framework, the evaluator evaluates the directional paths of the proposed model. conducts mediation analysis to validate the conceptual framework. The research found that digital marketing significantly influences online purchasing intention. While digital marketing directly affected consumer intention to buy, the mediating effect of CRM was found to be limited, suggesting that CRM’s role may not be as influential as initially anticipated. In conclusion, this study provides an analytical structure that shows how digital marketing activities affect consumers' online shopping aspirations. CRM exhibits a limited mediating effect, but the research could assist organizations in improving their digital marketing tactics for online buying intention. Integrating marketing, technological, and behavioral economic perspectives enables a comprehensive understanding of e-commerce dynamics.