Abstract:
Purpose: This research investigates how digital marketing influences consumer
behaviour in Sri Lanka’s mobile phone industry, focusing on the role of trust as a
mediator between digital marketing practices and consumer responses. The study aims
to offer insights into the effectiveness of digital marketing strategies in shaping
consumer decisions in Sri Lanka.
Design/Methodology/Approach: A descriptive research design was employed, using
a sample of 300 respondents selected via stratified random sampling from all nine
provinces in Sri Lanka. Data was collected through surveys, and statistical analysis
was conducted using SPSS software. The study tested hypotheses regarding the
positive effects of digital marketing on consumer behaviour and the mediating role of
trust. A conceptual framework was developed to examine the relationships between
digital marketing, trust, and consumer behaviour.
Findings: The research reveals that digital marketing significantly impacts consumer
behaviour. Among various channels, email marketing had the strongest influence on
consumer behaviour, primarily through trust-building. Social media, mobile
marketing, and website marketing also positively affected consumer behaviour, with
trust playing a partial mediating role. These findings underscore the importance of
trust in shaping how consumers respond to digital marketing.
Practical Implications: The study provides valuable guidance for mobile phone
companies in Sri Lanka. By prioritizing trust-building strategies, such as transparent
communication and consistency across digital platforms, companies can enhance
consumer engagement and loyalty. The research also highlights which digital
marketing practices particularly email and social media are most effective in
influencing consumer decisions. This can help businesses optimize their marketing
efforts, improve targeting, and make informed decisions about resource allocation.
Originality/Value: This research contributes to the understanding of digital
marketing’s influence on consumer behaviour in Sri Lanka. It also highlights the
critical, yet often overlooked, role of trust as a mediator in the digital marketingconsumer behaviour relationship. These insights are valuable for both academics and
practitioners to refine digital marketing strategies in Sri Lanka and similar markets.
