Mediating the Impact of Customer Relationship Management on the Influence of Online Purchase Intent through Digital Marketing Management

Abstract

This study looked at the connection between customer relationship marketing (CRM), digital marketing, and the intention of online purchases among live-on social media Facebook users. The web-based questionnaire has been dispersed and statistics have been gathered from 355 live-streaming consumers on Facebook using the quantitative approach of convenient sampling. The data have been analyzed using a portion least structural equations model (PLS-SEM) to assess assumptions and for expository reasons. Using the mediating impact of CRM among live-on social media consumers, results backed the connection between the intention of online purchases and digital marketing. This research may help owners of companies and digital advertisers react to the requirements of live-on Facebook consumers and enhance their marketing administration.