The Impact of Digital Marketing Strategies on Consumer Repurchase Intention in the Food and Beverage Industry: A Study in Colombo District, Sri Lanka

Abstract

The food and beverage industry is considered as one of the most essential industries in Sri Lanka. As a result, marketers need to be aware of consumer behavior and should carefully select the best marketing and promotional strategies. The main purpose of this study is to identify the effect of digital marketing tools on consumer repurchasing intention in the Colombo District of Sri Lanka. This study employed a quantitative design and the convenience sampling technique was used to collect data. 400 UGC-registered university students who are living in the Colombo District have been taken as the sample. According to the findings of the study, social media marketing and conversational marketing have a great impact on consumer repurchasing intention, and the impact of social media marketing is large to some extent, while through email marketing, a significant impact is made on consumer repurchasing intention. The findings identified implications for the management level of the institutions as well as for the policymakers of the country as a whole. However, it is important to note that, although much research has focused on the impact of digital marketing on consumer purchase intention, less attention has been given on the impact of digital marketing on consumer repurchase intention, specifically in Sri Lanka. Therefore, understanding how digital marketing impacts consumer repurchase intention will ultimately synthesize solutions and revolutionize marketing initiatives of organizations specifically in Sri Lanka.