Role of Digital Marketing Strategies in Promoting Consumerism in Information Technology and Communication Sector: A Case Study of Pakistan Telecommunication Company Limited

The purpose of the study is to determine the role of digital marketing strategies in promoting consumerism in the IT and communication sectors while considering a case study of Pakistan Telecommunication Company Limited. A survey was conducted from 250 different customers and users of digital media. After gathering data, Smart PLS software has been used to analyse the results. The measurement and structural model through factor loading, AVE (average variance extracted), CR (composite reliability), Cronbach’s alpha, discriminant validity (Fornell-Larcher Criterion) and Collinearity Assessment are conducted. The hypotheses are tested through bootstrapping methods in PLS-SEM. The t-values of all path coefficients are higher than 1.96 (p < 0.005), which implies that relationships between digital marketing strategies, digital marketing channels and consumerism are significant at 97.5 percent confidence level. As per the partial mediation of digital marketing channels with consumerism and digital marketing strategies, it is found that the hypotheses have been accepted. Based on the findings, it can be stated that there is a significant impact of digital marketing channels and strategies on consumerism (purchase of services of PTCL). Similarly, the results confirm that digital marketing channels significantly influence digital marketing strategies.