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).