Scrolling to Spending: A Cross-Sectional Study on How Digital Marketing Influences Purchase Decisions Among Internet Users

https://doi.org/10.5281/zenodo.18969198

Abstract

Background: The high rate of digital marketing has changed consumer purchasing behavior, especially among highly connected internet users. Continuous exposure to social media advertisements, influencer marketing, and sponsored content may influence consumer decision-making processes. However, empirical quantification of this relationship within cross-sectional consumer populations remains limited.

Objective: This study aimed to examine the association between digital marketing exposure and purchase decision behavior among internet users.

Methods: A quantitative cross-sectional study was conducted among 298 adult internet users. Data were collected using a structured questionnaire comprising sociodemographic variables, internet usage patterns, a six-item Digital Marketing Exposure scale, and a six-item Purchase Decision Behavior scale measured on a 5-point Likert scale. Composite scores were calculated by averaging item responses. The Cronbach alpha was used to determine internal consistency. Simple linear regression, Chi-square test, Pearson correlation analysis with 95% confidence interval, and descriptive statistics were done. The level of statistical significance was determined to be p < 0.05.

Results: The mean digital marketing exposure score was 3.49 ± 0.79, while the mean purchase decision behavior score was 3.57 ± 0.74. Reliability analysis demonstrated good internal consistency (α = 0.84 and α = 0.81, respectively). A statistically significant association was observed between categorized exposure level and purchase behavior level (χ² = 48.37, p < 0.001; Cramer’s V = 0.28). Pearson correlation analysis revealed a strong positive correlation between exposure and purchase behavior (r = 0.62; 95% CI: 0.54–0.69; p < 0.001). Simple linear regression showed that digital marketing exposure significantly predicted purchase decision behavior (β = 0.62, p < 0.001), explaining 38.4% of the variance (R² = 0.384).

Conclusion: There was a statistically significant and positive correlation between purchase decision behavior and exposure to digital marketing. The more individuals were exposed to digital advertisements, the greater the likelihood of being influenced to make a purchase. These results demonstrate the behavioral implications of digital marketing approaches among digitally engaged populations.