Impact of Digital Marketing on Consumer Behavior in Malaysia: Food Industry

Abstract

This study aimed to investigate the role of digital marketing (DM) on consumer behavior in Malaysia. The study collected data from 350 respondents using a Likert scale questionnaire, and analyzed the data using exploratory and confirmatory factor analyses. The results of the study revealed that DM has a direct impact on consumer behavior, customer satisfaction, consumption values, and consumer perception, supporting all four hypotheses. The findings of this study have important theoretical and practical implications. From a theoretical standpoint, the study contributes to the growing body of research on DM and consumer behavior by providing evidence of the impact of DM on consumer behavior in a Malaysian context. From a practical standpoint, the study provides valuable insights for marketers and businesses on the importance of DM in influencing consumer behavior, customer satisfaction, consumption values, and consumer perception. Future research should aim to address these limitations to provide a more comprehensive understanding of the impact of DM on consumer behavior in Malaysia.