Adapting to Platform Business Trends: Users' Changing Behaviour to Digital Platform Marketing Strategies
DOI:
https://doi.org/10.1229/tecempresarialjournal.v21i1.820Keywords:
Digital Marketing Strategies; Brand Loyalty; Online Business; Purchase Behaviour; Platform Commerce; Stimulus–Organism–Response (SOR)Abstract
This study examines the effect of four significant digital marketing strategies (social media marketing (SMM), influencer marketing campaigns (IMC), search engine optimisation/marketing (SEO/SEM), and online promotions/discounts (DIS)) employed by digital platform businesses in Malaysia on users’ purchase behaviour and brand loyalty. Drawing on the Stimulus–Organism–Response (SOR) rationale, we tested eight directional hypotheses linking each marketing stimulus to two consumer response variables. Using cross-sectional survey data from 150 frequent digital platform users (predominantly Shopee), we applied Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS 4 to assess measurement validity, evaluate common method bias, analyse the structural model, and extend the analysis with PLS-Predict and Importance–Performance Map Analysis (IPMA). Results show that SMM strongly predicts both purchase behaviour and brand loyalty; IMC predicts brand loyalty without directly predicting purchase behaviour; SEO/SEM is not a significant predictor of either outcome, contrary to several prior studies; and online discounts exhibit a significant counter-directional (negative) effect on purchase behaviour with no significant effect on brand loyalty. These findings suggest that interactive, trust-building engagement strategies outperform short-term promotional and visibility-centric tactics in driving meaningful consumer outcomes within Malaysia's platform-mediated marketplaces. Theoretically, the study contributes to the application of the SOR framework in platform commerce by foregrounding the primacy of engagement cues, while transparently noting that the organism layer (trust, perceived value, engagement) is treated as implicit in the current design and warrants direct measurement in future work. We advise managers to invest in SMM to increase two-way interaction and caution against over-exposure to continuous discounting, which does not seem to translate into long-term brand loyalty.
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