Nurturing sustainability: the interplay among digital marketing communication, online customer experience and sustainable purchase intention

Purpose This study aims to delve into the underlying factors that play a pivotal role in shaping effective digital marketing communication (DMC) to promote sustainability. Further, it explores the mediating effect of online customer experience (OCE) on the dynamic relationship between DMC and sustainable purchase intention (SPI) and the moderating impact of social media marketing activities (SMMAs) on the relationship between DMC and OCE. Design/methodology/approach Based on single cross-sectional survey, 300 responses from green apparel users are analyzed by using partial least squares-structural equation modeling to corroborate the relationships among DMC, OCE, SMMAs and SPI. Findings Perceived usefulness, ease of use, web attractiveness, hedonic motivation and subjective norms significantly impact DMC, which in turn positively influences OCE and SPI. Further, OCE significantly mediates the relationship between DMC and SPI, highlighting the crucial role of OCE. The moderation analysis shows that interactivity negatively moderates the DMC-OCE relationship, suggesting that excessive interactivity may diminish the OCE, while personalization and trendiness do not have significant moderating effects. Practical implications The findings provide valuable insights for marketers to align their DMC strategies with sustainable business initiatives to create a seamless online experience, thereby fostering SPI in the contemporary digital era. Originality/value While previous studies have examined aspects of these relationships separately, this study integrates them into a cohesive framework to provide a more holistic understanding of how digital marketing strategies can promote sustainability.