Does Digital Marketing Influence Purchase Intention? An Action Researcher Reflexive Narrative
Keywords:Digital marketing, Purchaser intention, Action research, Insider action research, Reflexivity
Digitalisation is shaking traditional seller-buyer relations to the core, empowering buyers to play a larger role as arbitrators of what influences their purchase intention. There exist substantial differences between how sellers influence purchase intention, and how buyers shape their own intention to purchase. To address the divergences, this study adopts an insider action research (IAR) approach, intervening with marketers to explore the influence of digital marketing on purchase intention. It supports a qualitative research mandate that encourages the creation of purposeful theories grounded in practice. It surmises that embracing digital marketing to satisfy an increasing need for data could breed false complacency when buyer behavioural patterns are in flux. The study essentially supposes that thinking through issues as they emerge in the organisation’s internal and external environments, and the buyers and events within these settings, could foster a reflexive practice that critically inquires ‘How does digital marketing influence purchase intention?’
How to Cite
On submission authors agree to share 50% copyright with Action Learning, Action Research Association Ltd (ALARA). On receipt of payment for public access to papers authors will receive 50% of the fee. The remaining 50% will be returned to ALARA.
ALARA is publishing both a hard copy and an electronic copy. There may be a delay in receiving the hard copy, as it is printed by an external print-on-demand publisher.