The impact of digital marketing on consumer attitudes and behavioural responses: The role of perceived value and financial considerations in the decision-making process
Year: 2026
Type: article
Study design: Observational Study
Abstract: Digital technologies influence consumers across need recognition, information search, evaluation, purchase, and post-purchase activity. This study examines how six features of digitally mediated promotion—informativeness, personalisation, interactivity, entertainment, credibility, and electronic word-of-mouth (eWOM)—shape attitudes and subsequent behavioural responses among Albanian consumers. It also evaluates attitude as a mediator, media literacy as a moderator, and differences across decision-journey stages. Methods: A quantitative cross-sectional survey yielded 487 valid responses from adults residing in Albania who had recently used online channels in purchase-related activity. The conceptual model integrates the Stimulus–Organism–Response framework, the Theory of Planned Behaviour, and the customer-journey perspective. Measurement and structural relationships were assessed using partial least squares structural equation modelling with 5,000 bootstrap subsamples; supplementary analyses tested mediation, moderation, age-group differences, and stage-specific effects. Results: Credibility was the strongest predictor of attitude (β = 0.291), followed by positive eWOM (β = 0.245) and informativeness (β = 0.230). Attitude positively predicted purchase intention (β = 0.597), online engagement (β = 0.467), and recommendation intention (β = 0.517), while purchase intention predicted self-reported purchasing (β = 0.553). Attitude mediated the effects of all six promotional features on purchase intention. Media literacy strengthened the informativeness–attitude relationship (β = 0.109), whereas age-group differences were not significant. Influence was greatest during information search and alternative evaluation. Conclusion: Effective online communication depends more on usefulness, credibility, and authentic social evidence than on entertainment alone. The findings extend evidence from a Southeast European setting and show that favourable attitudes translate into purchases only when perceived value, affordability, payment, and delivery conditions permit conversion. Managers should therefore combine transparent information and trustworthy reviews with financially clear offers and sustained post-purchase support.
Source: Multidisciplinary Reviews
Institutions: University of Elbasan, South-West University "Neofit Rilski"
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7208746292