subjective norms, as well as the perceived behavioral control. The factors will further be examined by assessing several beliefs and assessments. Within the digital media environments, consumers’ attitude will include end-users’ perceptions and views towards the use of digital technologies in undertaking marketing
DIGITAL MARKETING AND CONSUMER BEHAVIOR 8 functions. This will be examined based on consumers’ positive or negative attitude towards marketing message contents that are meant to persuade them to purchase apparel brands. For instance, users will be asked to examine the degree to which they approve of the digital marketing messages that promote apparel products and brands. The subjective norms will be examined by evaluating the users’ views with respect to t the utilization of digital media to get apparel products information by the views of the referent groups such as social media friends or colleagues. For instance, customers will be requested to determine the degree to which they approve of their members of their digital media circles such as friends and opinion leaders in the digital space’s request for them to check out marketing messages and blogs circulated via these platforms and aimed at persuading them, entertaining them, or informing them about different company brands and products. Finally, the perceived behavioral control will be used in this context to represent the beliefs relating to users’ access to the digital media resources needed for them to get apparel marketing contents. This will be done by assessing the end users’ perceptions with respect to the availability and capacity to access digital marketing contents. These will include access to information, resources, and opportunities that are essential to getting digital marketing messages using these devices. The theory of planned behavior has been fruitfully utilized in a wide range of circumstances to forecast and understand the digital media use behavior and behavioral intentions such as predicting people’s intents to participate in and consequently involve themselves in digital networking platforms and channels (Al-ghaith 2015). The theory has also been successfully utilized in the assessment of the intents to share digital media messages via peer-to-per
DIGITAL MARKETING AND CONSUMER BEHAVIOR 9 platforms, and evaluate partner monitoring traits on social media channels such as Twitter and Facebook (Al-ghaith 2015). In light of the above, the theory of planned behavior will guide the formulation of hypotheses and research question of the study. d. Research Questions 1. What is the effect of digital media marketing of apparel products and brand on consumer behavior? 2. Do references from friends about digital marketing contents on apparel products influence customers’ purchase decisions?
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