The impact of digital marketing strategies on consumer purchase intentions in Ethiopia

This study explores the dynamic relationships between Social Media Marketing (SMM), Influencer Marketing (INM), Pricing Strategy (PRS), and Consumer Purchase Intention (CPI). It examines the direct impact of SMM, INM, and PRS on CPI, shedding light on their effectiveness in enhancing online business performance within the social media landscape. Using a stratified sampling method, data was collected from 420 online businesses in Ethiopia and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The results confirm that SMM, INM, and PRS significantly influence CPI, highlighting their essential role in shaping consumer purchasing intention. These findings contribute to the broader discussion on CPI by emphasizing how businesses can leverage these strategies to drive and sustain consumer engagement. Additionally, the study offers practical recommendations, urging online businesses in Ethiopia to adopt a strategic framework that incorporates sustainability, innovation, and diversification. Implementing a cross-functional task force to oversee these strategies, monitor progress, and adapt to industry trends can enhance CPI. This structured approach will help businesses navigate market uncertainties, meet evolving regulatory standards, and maintain a competitive edge through sustainable and innovative online marketing practices.