“The Impact of Digital Marketing Channels on Consumer Purchasing

Behavior during COVID-19 Pandemic in Myanmar”

By

Han Lin Htun

52119611

July 2021

“Master’s Thesis

Presented to
Ritsumeikan Asia Pacific University

In Partial Fulfillment of the Requirements for the Degree of

Master of Business Administration”

 Table of Contents

Acknowledgements………………………………………………………………. iv

List of Figures and Tables……………………………………………………….. v

List of Abbreviations…………………………………………………………….. v

Abstract…………………………………………………………………………….1

Chapter (1) Introduction…………………………………………………………. 3

Chapter (2) Literature Review………………………………………………….. 8

2.1. Digital Marketing ……………………………………………………………... 8
2.1.1. Email Marketing………………………………………………………… 10
2.1.2. Mobile Marketing……………………………………………………….. 13
2.1.3. Re-targeting………………………………………………………………16
2.1.4. Social Media Marketing…………………………………………………. 19

2.2. Consumer Purchasing Decision Process……………………………………….23

2.2.1. Need Recognition……………………………………………………….. 23
2.2.2. Information Search……………………………………………………….24
2.2.3. Evaluation of Alternative……………………………………………….. 24
2.2.4. Decision Implementation or Purchase………………………………….. 25
2.2.5. Post Purchase Evaluation……………………………………………….. 25

2.3. How the pandemic impacts on digital marketing channels and consumer
purchasing behavior…………………………………………………..................... 25

Chapter (3) Methodology………………………………………………………… 30

3.1. Sample Profile………………………………………………………………… 33

Chapter (4) Data Analysis……………………………………………………….. 36

4.1. Reliability and Validity Testing……………………………………………….. 36

4.2. Hypothesis Testing and Analysis……………………………………………… 36

4.2.1. Analysis of Pandemic on Digital Marketing Channels and Consumer
Purchasing Behavior…………………………………………………………… 37
4.2.2. Analysis of Email Marketing on Need Recognition……………………. 38
4.2.3. Analysis of Email Marketing on Information Search…………………… 39
4.2.4. Analysis of Email Marketing on Purchase Decision……………………. 40
4.2.5. Analysis of Email Marketing on Post Purchase Behavior………………. 40
4.2.6. Analysis of Mobile Marketing on Need Recognition…………………… 41
4.2.7. Analysis of Mobile Marketing on Information Search………………….. 41
4.2.8. Analysis of Mobile Marketing on Purchase Decision………………….. 42
4.2.9. Analysis of Mobile Marketing on Post Purchase Behavior…………….. 42
4.2.10. Analysis of Re-targeting on Need Recognition……………………….. 43

i
 4.2.11. Analysis of Re-targeting on Information Search………………………. 44
4.2.12. Analysis of Re-targeting on Evaluation of Alternative…………………45
4.2.13. Analysis of Re-targeting on Purchase Decision………………………...45
4.2.14. Analysis of Social Media Marketing on Need Recognition…………….46
4.2.15. Analysis of Social Media Marketing on Information Search………….. 46
4.2.16. Analysis of Social Media Marketing on Evaluation of Alternative……. 47
4.2.17. Analysis of Social Media Marketing on Purchase Decision…………… 48
4.2.18. Analysis of Social Media Marketing on Post Purchase Behavior………48

Chapter (5) Discussion and Conclusion…………………………………………. 50

5.1. Major Findings………………………………………………………………… 53
5.2. Implication for The Marketers in Myanmar…………………………………... 55
5.3. Implication for Academic Further Research………………………………….. 55
5.4. Limitation & Future Research………………………………………………… 56

References……………………..……………………..……………………………. 58

ii
 Certification

“I, Han Lin Htun (Student ID 52119611) hereby declare that the contents of this

Master’s Thesis are original and true, and have not been submitted at any other

university or educational institution for the award of degree or diploma.

All the information derived from other published or unpublished sources has been cited

and acknowledged appropriately.”

Han Lin Htun

2021/07/14

iii
 Acknowledgements

“It would not have been possible to write this master thesis without the help and

support of the kind and helpful people around me, to only some of whom it is possible to

give mention here.

Foremost, I would like to express my deepest gratitude to my supervisor,

Professor Pajaree Ackaradejruangsri (Gam), PhD for the continuous support of my master

thesis for her patient, enthusiasm, motivation and immense knowledge.

Besides, I wish to express my sincere thanks to all faculty members of APU for

sharing your precious knowledge and experiences to the students.

I am really fortunate that I had kind helps from JICE for supporting me in financial

and social matters. I do appreciate for providing necessary trainings to adapt with

Japanese culture to be convenient for my student life in Japan both academic and local

communities.

Last but not least, I would like to thank my family and friends who supported me

every time I needed and their kindness and patient on me. I here thank to all the

respondents who participated to answer my survey questionaries even in the hard

situation.”

iv
 List of Figures and Tables

Figure-1 (Five Stages of Consumer Purchasing Decision Process)

Figure-2 (Conceptual Framework)

Table-1 (Survey Design)

Table-2 (Demographics of respondents)

Table-3 (Frequency table for online shopping of the respondents)

Table-4 (Respondents who never shop online)

Table-5 (Results of Cronbach’s alpha test)

Table-6 (Regression of Pandemic on Digital Marketing Channels & Consumer

Purchasing Behavior)

Table-7 (Regression of Email Marketing on Need Recognition, Information Search,

Purchase Decision, Post Purchase Behavior)

Table-8 (Regression of Mobile Marketing on Need Recognition, Information Search,

Purchase Decision, Post Purchase Behavior)

Table-9 (Regression of Re-targeting on Need Recognition, Information Search,

Evaluation of Alternative, Purchase Decision)

Table-10 (Regression of Social Media Marketing on Need Recognition, Information

Search, Evaluation of Alternative, Purchase Decision, Post Purchase Behavior)

Table-11 (Summary of Hypothesis Testing Results)

List of Abbreviation

MMK - Myanmar Kyat

v
 Abstract

“ This research aims to highlight the roles of digital marketing channels (Email

Marketing, Mobile Marketing, Re-targeting and Social Media Marketing) during the

pandemic in Myanmar. It analyzes the correlation between digital marketing channels and

consumer purchasing behavior. The author launched the online survey questionnaires

using snowball sampling method on social media, Facebook and LinkedIn. 195 samples

were collected and 179 samples were considered to be valid with 91.79 % usable rate. All

the 19 hypotheses have been tested with multiple linear regression. 16 hypotheses out of

19 hypotheses were supported. The findings reveal that email marketing has positive

impact on two stages of consumer purchasing behavior (Need Recognition and Post

Purchase Behavior). The study reveals that there is a negative impact on the stage of

information searching in email marketing but no correlation is found between email

marketing and purchase decision stage in Myanmar market. Mobile marketing has

positive impact on Need Recognition, Information Search, Purchase Decision and Post

Purchase Behavior. The results demonstrate a high impact on stages of Information

Search and Post Purchase Behavior in mobile marketing. Re-targeting, as a digital

marketing channel, has positive impact on the stages of Need Recognition, Information

Search, Evaluation of Alternative and Purchase Decision. The study shows that Re-

targeting has high impact on Information Search and Purchase Decision. Furthermore,

this research demonstrates that Social Media Marketing has positive impact on all stages

except Evaluation of Alternative stage. This research reveals that pandemic has positive

impact on digital marketing channels and negative impact on consumer purchasing

behavior and has led to irregular buying behavior. The research shows that local

1
customers have a trust on mobile SMS rather than social media. Retargeting by using

algorithms can draw the attention of the customers and make them to purchase the

products. The main barriers that block the customers to adopt effective digital marketing

is the contents of the events or posts as the local customers do not rely on the contents on

the social media. In addition, the contents of the email marketing are needed to develop

so that the customers will be more interested in it.

Key Words: Digital Marketing Channels, Email Marketing, Mobile Marketing, Re-

targeting, Social Media Marketing, Consumer Purchasing Behavior, Need Recognition,

Information Search, Evaluation of Alternative, Purchase Decision, Post Purchase

Behavior, Pandemic”

2
 1.Introduction

“The outbreak of COVID-19 was first detected in Wuhan, China in December

2019 and soon after it was spread globally especially in large cities which had more

contact with foreign countries (Hao et al., 2020). Local authorities have taken measures

such as quarantine and lockdown of the cities around the world in order to prevent the

spread of the virus (Hao et al., 2020). Every market entity especially in supply chains

including producers, vendors, distribution centers and retailers were impacted during the

pandemic. Thus far, many customers were driven to shop online in order to avoid the

infection from the virus (Hao et al., 2020). Shopping online is considered to help to reduce

the risk of getting infected by virus and create a convenient place for the consumers rather

than buying with crowds in physical supermarkets or local stores. Therefore, e-commerce

businesses are highly commended and have good credits (Hao et al., 2020). It is obvious

that the numbers of internet users are increasing day by day and the performances of

traditional ways of marketing are less effective than digital marketing, particularly during

the pandemic. For example, the physical classes changed to online class and some

workers worked remotely in their home in order to prevent the virus. This trend is

obviously visible in many countries, for example, the United States where the local

authorities confirmed infections has been risen since early 2020 (Clement, 2021).

Therefore, 18% of home data usage increased compared to the same period in 2019, with

average daily usage rates exceeding 16.6 GB and caused unprecedented spike in data

traffic in the United State (Clement, 2021).”

“In addition, digital marketing becomes inescapable approach to customers of

every business. Companies that are rapidly growing these days engage heavily in digital

3
marketing especially media companies. At the same time, customers are well aware of

how much time they spend on social medial sites and start to control their habits for

spending online. Therefore, companies need better approach to the customers via online

platforms and tools. Companies should have a special digital team that focus in contacting

customers to sell the products online (Hoang et al., 2020).”

“The role of digital marketing has been perceived due to its effectiveness in low

cost, ability to manage to reach the right potential customers and being able to interact

vigorously with the customers (Hoang et al., 2020). In order to increase the sales and

bring products and brands to a large number of users, digital marketing is one of the

effective solutions which can be regarded as the powerful arm of several business sectors.

COVID-19 pandemic affects people in all countries in both economic and social sectors.

Many firms are severely affected but compared to other sectors, digital marketing and

digital marketing channels somewhat becomes the best choice of several business because

of its unique characteristics. Digital marketing helps improving the business efficiency

and make business performance better with clear targeting, specific leads, conversion and

revenue generation which are the aims of the business. Digital marketing channel is found

to be the profitable option that is very powerful during the COVID-19 pandemic as people

are restricted to gather in one place, limited to crowded areas and more time spending on

internet devices which are the excellent opportunities for brands to bring their messages

to the customers and increase the brand awareness (Hoang et al., 2020). People are very

concerned about the COVID-19 transmission, and the most convenient and fastest

channel to access the information is via internet as programs from TV have a specific

4
time frame. The number of active internet user’s growth makes the internet an ideal

location for advertisers and companies (Hoang et al., 2020).”

“In Myanmar, the first case of COVID-19 was confirmed on March 23, 2020 (Asia

News Monitor, 2020). Government of Myanmar took necessary actions accordingly such

as encouraging people to stay at home, shutting down the public transport and restricting

of gatherings to no more than five or less people. Wholesales markets to distribute the

fruits and vegetables in Myanmar usually employ 24 hours per day because of the high

perishability of fresh products. In April 2020, the local authorities announced to control

the action of the people which included major wholesale markets and supermarkets.

Therefore, they had to run for 18 hours a day instead of normal 24 hours (Asia News

Monitor, 2020). Many companies had to allow the employees to work remotely in order

to control the spread of the virus. As a result, people are encouraged to stay at home and

spend more time on internet. Before COVID-19 pandemic, local markets and grocery

vendors were major channels for grocery purchases in Myanmar. 89% of the survey

respondents conducted by Asia New Monitor (2020), the lead newspaper in Myanmar

claimed that they shopped there more than twice per week. However, 47% of the

respondents said they are afraid to go outside for grocery shopping (Asia News Monitor,

2020). E-commerce helps to fill this gap to bring down grocery purchase via traditional

ways around the globe. In Myanmar, the demand for delivery services has also expanded

during the pandemic and most of the local businesses are trying to launch online program

to promote and sell their products online (Asia News Monitor, 2020). In COVID-19

Economic Relief Plan (CERP), the government has confessed this tendency and has

involved e-commerce as a priority (Asia News Monitor, 2020).”

5
 “In October 2020, Telenor Myanmar, one of the internet and mobile sim-card

providers, launched a new program called Telenor Zay, a digital marketplace designated

to conduct indefectible shopping experiences to Telenor customers which included foods

delivery, health care services like online medical appointments and telemedical

consultations. A report of Telenor indicates that COVID-19 pandemic has given a boom

to online shopping and the services that convey foods, groceries, medical supplies and

packages are blooming in Myanmar (Asia News Monitor, 2021). Telenor Myanmar

observed that a significant movement in video conferencing data traffic in 2020 as many

companies started using online video conferencing platforms such as Zoom, Microsoft

Teams and Google Hangout (Asia News Monitor, 2021). Data traffic in the file sharing

services improved specifically on OneDrive, Dropbox and Google Drive. Telenor

Myanmar also claimed that data usage extended by 16.5% in the first wave (March and

April 2020) compared to January and February 2020 and 54% increase in the second wave

(September and October 2020) in contrast to (July and August 2020), making 2020 the

most uppermost year in online traffic so far. Nowadays, Facebook is mostly popular in

Myanmar as there were 22,350,000 Facebook users in January 2020 which accounted for

40.2% of entire population (NapoleonCat, 2020).

“The demand of delivery service and online shopping has been enlarged during

pandemic (Asia News Monitor, 2020). In order to utilize this opportunity to engage, the

marketers should raise the brand awareness, and ultimately influence the consumer

purchasing behavior via digital marketing channel during and after the pandemic in

Myanmar. This research aims to find out the inefficiencies of current marketing

approaches to the customer, and to highlight the roles of digital marketing channels on

6
consumer purchasing behaviors during the pandemic in Myanmar. Towards these

objectives, the research focuses on four of digital marketing channels (Email marketing,

Social media marketing, Mobile marketing and Re-targeting) and fill the gap of impacts

of digital marketing on consumer purchasing behavior in Myanmar market. The research

attempts to find out the impacts of digital marketing channels on consumer purchasing

behavior in Myanmar and the barriers that block the customers to adopt effective digital

marketing during the pandemic by answering these two questions: (1) What are the

impacts of digital marketing channels on consumer purchasing process during the

pandemic in Myanmar? (2) What are the barriers that block the customers to adopt

effective digital marketing during pandemic? Data are collected by an online survey and

are analyzed by applying data analysis tools, namely Multiple linear regression and

Cronbach’s Alpha test.”

7
 2.Literature Review

2.1. Digital Marketing and Digital Marketing Channels

““Digital marketing is defined in various ways by previous studies. Digital

marketing is the activities which utilize technologies to support marketing campaign to

enhance the knowledge and requirements of the customers (Chaffey, 2013). Digital

marketing channels feature almost the same as traditional marketing channels through

synchronization of the products and services from their point of origin to customers via a

particular type of supply chain (Pride & Ferrell, 2018). The supply chain includes specific

tools and methods to ensure delivery of products and services through digital marketing

channels via internet. Hence, digital marketing channels have abilities to create contents,

promote the products and deliver value by utilizing the digital networks (Martin, 2017).

Digital marketing includes the process of advertising the products or services utilizing the

digital channels such as email, mobile application, search engines, and websites.

Digital marketing differs from traditional marketing in which channels are used

to support businesses to better understand the marketing activities by using analytical

tools to know which method is more effective. It measures parameters such as

impressions, acquisition, retention, bounce rate, behavior, conversions, etc. (Kumar et al.,

2016). Targeting the specific customers is the purpose of using digital marketing. Digital

marketing gives firms a chance to reach a large number of customers while saving

marketing budget (Kumar et al., 2016).

“By using digital marketing, customers do not fully follow what the company says

about their products like before, they are now able to explore further details from media,

reviews and comments from the other users and reviewers in order to make the final

8
decision. For instance, the users are able to see product reviews and customer ratings in

Amazon before making a purchase decision. In order to expand brand loyalty, email

newsletters are provided by L’Oréal’s brand Lancôme so that they can keep in touch with

the customers (Merisavo & Raulas, 2004). In addition, customers are being stimulated by

E-magazine publishers to purchase next subscription (Merisavo & Raulas, 2004).

Digital marketing techniques provides to persist various aspects of marketing

communications including traditional marketing channels. Hence, it helps to expand the

market and assists to locate the target customers and enhances the marketing mix. Chaffey

(2013) describes that digital marketing campaigns are more precise than traditional ones

as the marketers can set up according to demographic, geographic and psychographic in

more details. Nevertheless, the boundaries are blurred since digital technology is not only

about how to communicate; but it is additionally a method of distribution (Jobber & Ellis-

Chadwick, 2013). Digital marketing is better than traditional advertisements such as TV,

radio sets and newspaper or magazine, as it can reach to the targeted customers more

easily at lower costs (Howard & Kerin, 2011). The companies are utilizing digital

marketing rather than the traditional one with significant expansion of online

advertisements (Bakshi & Gupta, 2015). The perspectives of customers, society and the

business sector have been turned into data, social networking, and the education division

by the conception of e-marketing (Krishnamurthy & Sin, 2014). Social medias own an

enormous target marketplace and audiences. The variety of information can be collected

through various social networking sites such as Facebook, Twitter and YouTube (Ioanas

& Stoica, 2014). Digital marketing channel strategy in this particular study includes email

marketing, mobile marketing, retargeting and social media marketing.

9
2.1.1. Email Marketing

Email marketing is one of the digital marketing tools utilized for the past decades

and consists of customized or targeted messages that send to a particular person at

appropriate time. Moreover, email marketing, a type of direct marketing is used as a

communicating tool or promoting messages to connect the viewers. It can be sent to

possible or current clients to meet their need via single-email (Scharl et al., 2005). The

purposes of email messages are to improve the connection between a businessman and a

customer, enhancing the loyalty of customers and reproducing industry. Besides, email

marketing supports organizations to acquire new customers or have impacts on existing

customers’ purchasing decision. In addition, advertisements can be seen in the emails

from various organizations to their customers (VanBoskrik et al., 2011). Email marketing

is also known as a marketing authorization which customers are allowed to determine if

they would like to be approached by email (Davis, 2010).

There are some pros and cons of email marketing. In positive side, messages via

emails can diversify customers and provide stable promotions with their profile (Jenkin,

2009). Organizations can evaluate the number of customers’ registration through the

number of email messages that have been sent. Conversely, email marketing still has

some limitations. For example, emails cannot approach customers due to blocking junk-

mail policies or simply because the receivers delete emails coming from unknown senders.

This is also known as a shortcoming of email marketing (Fusion, 2011). Another

limitation is the spread of viruses which can lose customers trust in the channels and

markets (Davis, 2010). To sum up, email marketing is the strategy of sending a

commercial message to potential customers via email. Through email marketing software,

10
organizations are able to manage lists of customers’ emails which are separated into some

sectors such as customers’ spending habits. Sending personal emails may increase the

trust and brand awareness of customers. Nevertheless, email marketing might be

considered as spam and against by laws in some countries.

Nowadays, the technology has influenced people and has also become part of our

life. Hence, the firms must take advantage of it and utilize the technology to promote the

products to reach the targeted customers in easiest ways. On the other hand, the consumer

behavior is also changing as they get more awareness on internet and pay attention to

shop online (Waheed et al., 2017). In addition, the internet plays an important role in

different types of business (Steenkamp, 2002). Martin (2018) mentioned that E-

commerce pursues to outplace traditional retail sales. It showed that the value of digital

transformation and the emergence of the so-called DX Economy which is influencing on

internet marketing (Martin, 2018). Email marketing can be used as a tool and it is

progressively important for today’s business (Wu et al., 2018). A commercial message

has been created and sent to people using direct email. It is notably cheaper and faster

than traditional marketing tools (Wu et al., 2018). Nowadays, email marketing is being

widely used as a marketing tool in most business-to-business (B2B) and business-to-

customer (B2C) companies. Zhang et al. (2017) mentioned that 52% of B2B and B2C

companies used email marketing as part of their marketing strategies.

Vaughan et al. (2016) discloses that email marketing is related to internet and most

components of internet involve the use of email. The company can make targeted

promotions to customers who seem to be interested in their products or services by using

email marketing. Email marketing can significantly influence on the stages of purchase

11
decision and need recognition (Bismo et al., 2019). Gradually, the consumer buying

behavior is changing and email marketing plays an important role to comprehend the

attention of consumers in the current digital age. According to Kimixay et al. (2019),

there is a positive correlation between email marketing and consumer buying behavior.

Various kinds of survey have been conducted to understand consumer’s response

according to the popularity of using email marketing. It is shown that 66% of consumers

have made online purchases as a result of email marketing message by the survey

conducted by Direct Marketing Association (Wu et al., 2018). Moreover, 70% of

consumers used a discount coupon from a marketing email and a positive correlation was

found between consumer purchasing behavior and email marketing in all stages (Wu et

al., 2018).

Kumar (2021) studied consumer’s email responses in three dimensions: open,

click and reopen. The result showed that email clicks have the highest effect on their

purchases, followed by email reopening and opening (Kumar, 2021). There are many

reasons for using email marketing. For example, advertising using email is more

favorable compared to direct mail campaigns. The total expense for acquisition and

retention campaigns using email was $26,500 per 5,000 customers while direct mail

campaigns was $69,600 per 5,000 customers (Chittenden & Rettite, 2003). Kaur et al.,

(2021) stated that email marketing created a big impact on consumer purchasing behavior

and would bring more revenues to the firms. In addition, according to Omar and Atteya

(2020) email marketing had a positive impact on two stages of consumer purchasing

behavior (Information Search and Post Purchase Behavior).

12
 Sigurdsson et al. (2015) mentioned email marketing had positive impact on need

recognition and purchase decision. Promotions and special discounts in the advertising

email could stimulate the purchase decision. Besides, it was shown that the promotions

included in the email marketing had positive impact on purchase decision (Brock et al.,

2016). Marketers needed to pay more attention to the customers’ needs and they should

create the clear and easy purchasing methods for the customers. Moreover, Quinton and

Harridge-March (2008) found email marketing had positive impact on purchase decision.

In addition, Babalola et al. (2020) examined the relationship between email marketing

and consumer purchasing behavior process to both postgraduate and undergraduate

students in Osun State University, Nigeria. The study reconfirmed email marketing had

positive impact on consumer purchase decision stage.

2.1.2. Mobile Marketing

Mobile marketing is a marketing activity which interacts with customers via their

personal mobile devices (Kaplan, 2012). Mobile marketing, a new branch of digital

marketing channel, refers to the two-way marketing interaction between the organization

and clients which happens through mobile devices or network (Bala & Verma, 2018).

Mobile marketing includes all activities which enable the firms to interact with their

customers via mobile device or network (The Mobile Marketing Association, 2009).

Scharl et al. (2005) states that mobile marketing can reach to the potential customers with

necessary information and can be personalized according to their geographic location,

time etc. Mobile marketing is one of the forms of wireless marketing which can be

permission, incentive or location-based (Tsang et al., 2004). It is permission-based as

13
messages for product information are sent to the customers who are willing to receive

them. The customers who receive the messages from mobile marketing have some

benefits from the promotion, so it is also incentive-based (Tsang et al., 2004). In addition,

Shankar et al. (2010) describes that mobile marketing activities involves mobile

advertising, mobile website creation and maintenance, mobile emailing and messaging,

mobile couponing, mobile customer services and mobile social network management.

Consumer mobile activities are establishing a shopping list, browsing for right products

and prices, making comparison and purchasing different products (Shankar et al., 2010).

Mobile marketing has many benefits for marketers. For example, pictures or

videos of products are directly sent to the customers to answer the questions of the

customers. Moreover, marketers can access several customers at any time and build

strong relationship with the customers which encourages them to purchase (Shankar et

al., 2010). Mobile marketing helps marketers to access social patterns, geographic

location, various identities and their behaviors (Yousif, 2012). When customers accept

the mobile marketing, the possibility of purchasing is likely to be high (Leppaniemi &

Karjaluto, 2005).

Website, application and content are being adjusted for mobile devices. The

number of mobile users is increasing drastically and become one of the most efficient

tools of marketing (Bala & Verma, 2018). Mobile marketing is a revolutionary means to

support organizations to interact with each customer through their mobile devices at

appropriate time, on the right place with particular direct message (Dushinski, 2009).

Mobile marketing brings the chance for the organizations to approach customers directly

in spite of the time and the barrier of location (Haghirian et al., 2005).

14
 Application technology is vital and it is a unique marketing tool as it plays an

important part in mobile marketing (Tode, 2013). Marketers are forced to get information

about mobile technology which is necessary to clients (Haghirian et al., 2005). Moreover,

marketers should pay more attention to choosing the way of promoting to approach the

target demographic team’s consideration (Zabadi et al., 2012). It is necessary to create a

variety of marketing strategy. The organizations should not pay attention only to one type

of clients. They need to consider a lot of targets and deliver their message to each of them

(Garcia et al., 2019).

Mobile advertising is aimed to deliver the messages of product information to the

designated customers via handset (Okazaki & Charles, 2008). Brand identity of the

companies can be built up by SMS mobile advertising especially in integrated marketing

communication strategies (Cho et al., 2016). To be able to promote the brand and improve

the brand awareness, SMS mobile marketing plays an important role to identify various

customers’ responses to advertisements (Rettie et al., 2005). Kavassalis et al. (2003) states

that mobile marketing should be aligned with traditional advertising tools in order to be

more effective. Because, both mobile marketing and mobile advertising are still fresh

concept for the firms. Additionally, Cho et al. (2016) discloses that mobile marketing

including mobile advertising, and SMS advertising have positive impact on consumer

purchasing behavior.

The customers pay less attention to traditional advertising so mobile marketing’s

role is vital nowadays (Cakir & Eru, 2013). Technologies are improving day by day and

marketers are using not only text message (SMS) but also MMS (Multimedia Messaging

Service) which can input videos, pictures or other forms of the data of the products. This

15
is the difference between SMS and MMS messages. Additionally, MMS messages

required mobile phones which has WAP technology (Cakir & Eru, 2013). WAP

technology means Wireless Application Protocol (WAP) which is a technical standard to

access the necessary information via mobile wireless network. On the other hand, Ahmed

(2018) claims that mobile marketing including SMS and MMS marketing feel annoying

and irritating for the customers.

Chinomona and Sandada (2016) shows that mobile marketing activities has

positive influences on consumer purchasing behavior in all stages. On the other hand,

Omar and Atteya (2020) reveals that Mobile Marketing has negatively impacted on all

buying process. Mobile marketing is vital for every business and it is the easiest way to

communicate between companies and the customers (Varshney & Joy, 2015). The

research shows that customers have positive attitude to receive the advertising and

promotion SMS. Varshney and Joy (2015) reveals that mobile marketing has positive

influence on need recognition and purchase decision. Bhardwaj et al. (2020) mentions

that customers are the king and their feedbacks for the products or services influence the

purchase decision of the future users. In addition, mobile marketing has positive influence

on need recognition and purchase decision (Bhardwaj et al., 2020). Besides, Barwise and

Strong (2002) reveals that mobile SMS grabs the attention of the customers and it has

positive influence on need recognition stage.

2.1.3. Re-targeting

“Retargeting, also known as behavioral remarketing, is one of the tactics of

advertising to reach to the targeted consumers according to their previous browsing

16
histories. Although, retargeting is generally perceived as remarketing, both are considered

to have unconditionally opposed definition to some degree. Collective data from a client

is applied to promote the products or services via mail message or e-mail message in

remarketing. Nevertheless, retargeting could be considered as a contemporary term for

digital marketing strategies wherever the customers are labeled with cookies as soon as

visiting a web site. Then these cookies can be used for online advertising channels

targeting the customers (Lambrecht & Tucker, 2013).”

Amazon and eBay, the world leading’s e-commerce corporations, employ

recommendation algorithms as a crucial feature of re-targeting to assist the consumers in

their decision-making process and gain awareness of new customers (Li et al., 2013). The

marketers provide more specific and additional customized messages to the customers

according to their browsing data history. These data are taken from cookie-based

browsing data and server log files data of the buyer activity (Trusov et al., 2016). After

the customers have browsed or returned to the company website, performance marketing

which provides product recommendations to the customers due to the history will be

produced by the recommendation algorithms (Lambrecht & Tucker, 2013). Edwards

(2015) mentions that customers prefer receiving relevant promotion messages that is

generated by the targeted advertisements of the marketers. Customers are not willing to

receive nonspecific advertisements which are not related to their interest. Additionally,

the marketers are able to focus the targeted customers regarding to demographics, current

location, practice attitude, browsing history, preferences and operating system (Belch &

Belch, 2012) by accessing the cookies (Yaniv, 2008).”

17
 Consumer purchasing behavior is dramatically changing in last decade with the

popularity of using technology (Kaulina & Kaulins, 2018). Almost everyone has mobile

phone with the internet and shows less interest in traditional media and more favor to be

online and web browsing. People are using social media, mobile phone, and internet

related devices not only to communicate with each other, read the news and search the

necessary information but also for online shopping that has become popular in community

(Farber, 2016). However, the average of 3/4 online shoppers left the website without

completing the purchasing process. Hence, one of the biggest challenges for the marketers

is to keep the customers to finish their purchasing process (Kaulina & Kaulins, 2018).

Marketers and innovators need to focus on personalized advertising, so they are able to

retain the customers (Kaulina & Kaulins, 2018).

Observing each individual customer preference is considered as a standard

practice in many different markets. Nowadays, latest technologies have been utilized to

extend the range of markets for personalized marketing using mass customization

(Simonson, 2005). In addition, marketers can track the customer browsing histories and

re-attract them to purchase the products what they have searched online and this is called

Re-targeting (Barnard, 2014). For example, Facebook allows algorithm to keep track of

the customer browsing history and make the related advertising of the products to the

targeted customers according to their browsing histories (Barnard, 2014). Lambrecht and

Tucker (2013) mentions that Re-targeting reminds the customer about the products or

services in which they show interest. Therefore, potential customers become interest and

more engage instead. Koti (2014) discloses that Re-targeting can bring positive return on

investment (ROI) to the companies. Additionally, Re-targeting has some advantages for

18
customers. The advertisement by Re-targeting using algorithm is only based on customers

interest so they do not need to receive many advertisements which are not related to their

interests (Alreck & Settle, 2007). Iftikhar and Khan (2017) investigated that Re-targeting

has positive impact on consumer purchasing behavior.

It is shown that there is a positive correlation between Re-targeting and four

stages of consumer purchasing behavior (Need Recognition, Information Search,

Evaluation of Alternative and Purchase Decision) (Omar & Atteya, 2020). Furthermore,

Doorn and Hoekstar (2013) reveals that retargeting has positive relationship with

purchase decision. In addition, personalization such as adding personal identification or

transaction information to browsing data increases feelings of intrusiveness that can help

the marketers to find the right customers according to their needs and interests. It has

positive impact on need recognition (Doorn & Hoekstar, 2013). Besides, Bleier and

Eisenbeiss (2015) discloses that retargeting has positive impact on all stages of consumer

purchasing behavior, especially on purchase decision stage. In addition, it is revealed that

personalized advertising by retargeting leads to purchase decision and it has positive

effect on information search (Aguirre et al., 2015). Moreover, retargeting as a form of

promotional incentive stimulates the interest of the customers and it leads to information

search and purchase decision. Therefore, Song et al. (2018) mentions that retargeting has

positive impact on information search and purchase decision.

2.1.4. Social Media Marketing

Social media is considered a best instrument in the context of the previous

industrial media pattern. It is being extensively utilized by most of companies to advertise

19
and promote themselves (Saravanakumar & SuganthaLakshmi, 2012). Websites and

social networks are being used in social media marketing to penetrate the markets and

they are also utilized to promote the products for the company’s products and services.

Henderson et al. (2020) mentions that social media marketing helps to enhance

engagement and it promotes the products or services by creating the contents on social

networks. There are over 3.5 billion users of social media network that are willing to share,

seek, and create information (Henderson et al., 2020). There are different types of social

media, but among them: Blogs, Microblogs, Social Networks, Media-Sharing Sites,

Social Bookmarking and Selection Sites, Analysis Sites, Forum and Effective Worlds are

popular (Saravanakumar & SuganthaLakshmi, 2012).

“Social media marketing varies from traditional marketing since it involves

strategy building and particular information about the products to have brand awareness

and to enhance loyalty of the customers. The firms require to convey to build up the

connections with the customers rather than trying to sell by social media marketing, hence

it is related to relationship marketing (Gordhamer, 2009). Coon (2010) states that some

small marketing campaigns are more effective than big ones since they help the marketers

to deliver the product information to target population in a very short period of time. In

addition, it is cost effective. Social media marketing interacts with clients sincerely by

providing the necessary information to show what the brand is rather than trying to control

the image. Nowadays, customers are busier and more sensitive about the information and

reviews on the social media hence the firms should be noticeable via media

communication channels such as Facebook, Instagram, Twitter, Blogs, Forums at any

time (Gordhamer, 2009).

20
 “Wells (2011) stated that social networking is one of the tools of the social media

where people are already associated or potential individuals who they want to be

connected with. Social media is an advanced technology that utilize interactivity and co-

creation (Filo et al., 2015). Among companies and individuals, it also admits the

enhancement and sharing of user-generated content (Filo et al., 2015). The popular news

is generated for internet users by social media and to transfer information to others

(Maoyan et al., 2014). Dwivedi (2015) mentioned that social media marketing can be

considered as a channel where marketers and consumers can meet and permit them to

share experience and gain benefits. Furthermore, social media marketing applies social

media technologies, channels, and software to generate, communicate, convey, and

exchange discounts and offers for all stakeholders and firms (Tuten & Solomon, 2015).

“Anil et al. (2020) mentioned that social media played an important role in every

business nowadays. Marketers can utilize the power of social media to reach their product

information, discounts and offers to the target customers. In addition, 71% of consumers

are more likely to make a purchase according to social media referrals. It was also

revealed that social media has huge impact on purchasing behavior of the millennials, the

generation who use online the most (Anil et al., 2020). Hence, social media marketing

has significant impact on consumer purchasing. Besides, Anil et al. (2020) revealed that

social media marketing was the most favorable digital marketing channel used by the

companies comparing to other forms of digital marketing channels such as email

marketing. Therefore, marketers should create offers and discounts more on social media

to engage with the customers to purchase their products (Anil et al., 2020).

21
 Harun and Husin (2019) investigated that there is a positive correlation between

Social Media Marketing and Consumer Purchasing Behavior in all stages. Furthermore,

Yogesh & Yesha (2014) staged that social media has positive impact on all stages of

consumer purchasing behavior. Likewise, Khatib (2016) mentioned that social media has

positively impacted on all stages of consumer purchasing behavior especially in

Information Search and Purchase Decision stages. Furthermore, social media marketing

especially advertising on Facebook has positive impact on need recognition stage of

consumer purchasing behavior process (Duffett, 2015). Besides, Ertemel and Ammoura

(2016) reveals that social media marketing has positive correlation with consumer

purchasing behavior in four stages, including need recognition, evaluation of alternatives,

purchase decision and post purchase behavior. Increasing engagement of a Facebook fan

page has positive effects on need recognition and it stimulates the purchase decision.

Therefore, the finding showed that social media marketing has positive impact on need

recognition and purchasing decision (Hutter, 2013). Besides, Rapp (2012) reveals that

social media enhances brand awareness and it has positive impact on need recognition

stage of consumer purchasing behavior process. Moreover, the research done by Husain

et al. (2016) shows that social media marketing especially advertising on Facebook has

positive impact on need recognition. Additionally, social media marketing can influence

on purchase decision by encouraging the customers to share or repost their advertisements

on various forms of social media (Forbes & Vespoli, 2013). Moreover, the research done

by Kwahk and Kim (2017) discloses that social media has positive influence on purchase

decision stage of consumer buying behavior process. Additionally, the effects of social

22
media use by sale people influence customer satisfaction and it has positive effect on

information search stage of consumer buying behavior process (Agnihotri, 2016).

2.2. Consumer Purchasing Behavior

Customers tend to participate in relational behaviors to achieve efficiency in

making decision (Sheth & Parvatiyar, 1995). According to Armstrong and Kotler (2003),

there are five stages of consumer purchasing decision process.

Need Information Evaluation of Purchase Post Purchase

Recognition Search Alternative Decision Behavior

Figure-1 Five Stages of Consumer Purchasing Decision Process

2.2.1. Need Recognition

“Need Recognition, the first stage of consumer purchasing decision process, is

also named as “Problem recognition”. It might begin with basic need such as air, water,

food and shelter (Kotler & Keller, 2007; Kotler & Keller, 2012). There is an organizations’

need to recognize the need of customers to design marketing strategies to satisfy it (Kotler

& Keller, 2007; Kotler & Keller, 2012). For example, a person needs smartphone then it

is his/her need, but a particular brand may satisfy his/her want. Then, the organization

should create a strategy to meet the need of that customer.”

23
2.2.2. Information search

After the first stage, information search is the next of consumer buying decision

process. The customers recall the memory about the product or services they experienced

in the past when they come to the store to buy goods. In case the customers are delighted

with an item they previously bought, they tend to repurchase that product and stop search

its information. Otherwise, if they have poor experience about a particular product, they

will start searching for the new product information via multiple sources (Clow & Baack,

2016). These sources of information consist of personal sources such as family, friends,

neighbors, acquaintances; commercial sources such as advertising, sales people, dealer

and manufacturer, websites, displays, package; public sources such as social media, mass

media, online media, peer reviews, consumer rating organization; experimental sources

such as examining and utilizing the items (Kotler & Keller, 2007).

2.2.3. Evaluation of Alternatives

The third stage of consumer purchasing decision process comes when a customer

searches the information of a product or service, he/she estimates the item and evaluate

it. For instance, a customer wishes to buy a smartphone, then he/she will search

information about the smartphone brand after collecting the profound brand, he/she will

figure out from the alternative brands. The organizations had better understand the

evaluation process even it is not easy to perceive. At first, customers want to satisfy their

needs and secondly, they want to get more benefits from the selected brand (Kotler &

Keller, 2012).

24
2.2.4. Decision Implementation or Purchase

The fourth stage comes when the customer decides to buy a product or service

after getting information from multiple sources, evaluate it and determine where and how

to purchase. The customer makes the decision to purchase the product or service he/she

ranks highest in the evaluation period. The buying determination is also affected by the

surrounding environment.

2.2.5. Post-Purchase Evaluation

It is the fifth and last stage of consumer buying decision procedure. The

organizations should understand the view of customers about their products or services

to know whether they are satisfied or not. It is an opportunity to maximize the loyalty of

the customer to the products by satisfying them. It may maximize the chance to detain the

product. Then, it leads to the increase of the sale of the product and support the

organizations to achieve their profit target. If the product does not satisfy customer needs,

the organization will face some troubles. If the customer receives the product as they

expected, they may be satisfied. If not, they will be disappointed (Kotler & Keller., 2007).

2.3. How the pandemic impacts on digital marketing channels and consumer

purchasing behavior

Digital marketing budgets have obviously increased over the years. However, due

to the spread of COVID-19, it forces many companies to reduce their budgets including

marketing budgets (Freij, 2020) but digital marketing channels will remain important for

many reasons. For example, most events like flea markets, conferences, seminars,

25
workshops and trade shows in 2020 have been canceled or turned into virtual. Moreover,

future similar events are probably continuing to be held online during pandemic so

marketers are looking for other venues to spend their marketing budgets as they need to

maintain customer awareness and brand engagement in order to reach their targeted sales

(Freij, 2020). In addition, with city lockdown and working from home mode, it drives

customers go for online shopping rather than traditionally bought in stores. This has

helped online retailers to have a better return by boosting digital marketing channels such

as Email Marketing, Mobile Marketing, Re-targeting and Social Media Marketing

(Freij,2020). A recent study with 22% of 600 respondents from nine global marketing

organizations with at least 1,000 employees found that COVID-19 has led them to

significant enhance their digital marketing operations (“What Impact Has COVID-19”,

2020). In addition, COVID-19 reveals gaps in organization’s digital sales-readiness.

COVID-19’s effect has evidently impacted on consumer behavior as well as

consumer purchasing decision. The pandemic has reshaped the consumer buying process

through digital marketing channels and has created new purchasing habits. Customers

react and change purchasing habits in a various ways with different attitudes. The

changing of consumer behavior takes place differently around the world and in different

product categories. According to Nielsen (Baker et al., 2020), people purchased much

more hygienic items such as medical masks with 300% increase. Because of increasing

fear during the pandemic, people care more about their health. Hence, the sales of healthy

products, for instance, milks and milk substitutes boosted 300% in value. Due to isolation

policies, and people staying at home more, it is certain that the sales of digital and online

entertainment such as Amazon, Netflix increased. While restaurants, hotels, travelling

26
services or luxury goods industry obviously lose a huge number of customers. Based on

content server (Murillo-Vargas, 2020), online shopping is considered to be safe as

contactless. In America, video games via internet increase 75%. In China, e-commerce

advertising is forecasted to increase by 17.7% (King, 2020). Regarding to Ipsos MORI

(King, 2020), 50% of Chinese and 31% of Italian clients use e-commerce more frequently.

A conceptual framework was constructed according to the literature review to

illustrate what the author aims to investigate in this research. There are 10 variables in

this research, the digital marketing channels (Email Marketing, Mobile Marketing, Re-

targeting and Social Media Marketing) are the independent variables, and five stages of

consumer purchasing behavior (Need Recognition, Information Search, Evaluation of

Alternative, Purchase Decision, Post Purchase Behavior) are the dependent variables.

COVID-19 pandemic is considered as one of the independent variables in this research.

Based on the literature review, the following hypotheses are proposed as follow:

H1a Pandemic has a positive influence on Digital Marketing Channels.

H1b Pandemic has a negative influence on Consumer Purchasing Decision Process.

H2a Email Marketing has a positive influence on Need Recognition.

H2b Email Marketing has a positive influence on Information Search.

H2c Email Marketing has a positive influence on Purchase Decision.

H2d Email Marketing has a positive influence on Post Purchase Behavior.

H3a Mobile Marketing has a positive influence on Need Recognition.

H3b Mobile Marketing has a positive influence on Information Search.

H3c Mobile Marketing has a positive influence on Purchase Decision.

H3d Mobile Marketing has a positive influence on Post Purchase Behavior.

27
H4a Retargeting has a positive influence on Need Recognition.

H4b Retargeting has a positive influence on Information Search.

H4c Retargeting has a positive influence on Evaluation of Alternative.

H4d Retargeting has a positive influence on Purchase Decision.

H5a Social Media Marketing has a positive influence on Need Recognition.

H5b Social Media Marketing has a positive influence on Information Search.

H5c Social Media Marketing has a positive influence on Evaluation of Alternative.

H5d Social Media Marketing has a positive influence on Purchase Decision.

H5e Social Media Marketing has a positive influence on Post Purchase Behavior.

28
Figure-2 (Conceptual Framework)

29
 3.Methodology

The survey was designed based on the research variables and the proposed

conceptual framework and aimed to investigate how digital marketing channels impact

on consumer behavior during pandemic. The quantitative method was utilized in this

research. In order to know the correlation between dependent and independent variables,

the survey was conducted in google form via social media networks, including Facebook

and LinkedIn, by using snowball sampling method. Snowball sampling or chain-referral

sampling is a technique used when the targeted populations are hard to locate such as the

demographic information. It is primarily based on referrals and helps the researcher to

generate a large sample. Snowball sampling method is a quick way to find the samples as

referrals help to share the survey and easy to find the respondents. Respondents are also

willing to answer the survey as it comes from the reliable sources. People in general do

not want to participate in the research studies as they do not want to reveal their identity

to be exposed. In this situation, snowball sampling works well as they receive the survey

from the people they already know. In addition, another advantage of snowball sampling

is cost effective and convenient compared to other methods. Moreover, snowball

sampling method is suitable for this research as it is difficult to locate who are the online

shoppers and they are the target respondents for this research. The survey was launched

on March 12, 2021 and it took 2 weeks to collect the necessary data. The questionnaires

were prepared in English and it was translated into local language (Burmese) in order to

be more understandable for the respondents. The questionaries were divided into three

parts: background questions, pandemic and correlation between digital marketing

channels and consumer purchasing behaviors in Linkert 5-point scale. The survey design

30
is shown in Table-1. Multiple regression and Cronbach’s Alpha test were used to analyze

the data in order to understand the kind of influence digital marketing channels had on

the consumer purchasing behavior during the pandemic and the barriers that block the

customers to adopt digital marketing effectively during pandemic, in Myanmar. Multiple

regression, one of the most widely used statistical analysis for academic researchers and

applied marketing research, was applied to investigate the correlation between dependent

and independent variables. Multiple regression is applied in marketing research for two

related purposes (Mason & Perreault, 1991). First application for multiple regression is

that the researcher is interested in investigating the linear combination to support the best

point approximation of the dependent variables. Second is to find out the statistical

significance to draw conclusions for the hypothesis (Mason & Perreault, 1991).

Complications may occur when two or more predicting variables are correlated in which

overall prediction is pretentious (Mason & Perreault, 1991). Cronbach’s Alpha test was

conducted in order to measure the internal consistency. Internal consistency recounts the

area to which all the items in an analysis measure the same concept or construct (Tavakol

& Dennick, 2011). Besides, reliability evaluates the amount of measurement error in

questionnaires since the estimate of reliability rises, the common error of a test will

decrease (Nunnally & Bernstein, 1994). Immoral use of Alpha will bring the situations

for not initiating trustworthy results (Tavakol & Dennick, 2011). Understanding the

concepts of homogeneity, internal consistency is vital in order to avoid the inappropriate

situations. In addition, Alpha could be contrived by the test length and dimensionality

(Tavakol & Dennick, 2011).

31
 Table-1 (Survey Design)

Variables Items
Pandemic ● During COVID-19 pandemic, I receive many SMS, marketing related
emails, product recommendations and social media marketing
(Facebook, Instagram) from the company than before.
● I start to shop online more frequently during COVID-19 pandemic.
Email Marketing ● I am willing to receive the advertising email for a brand that I
previously purchased.
● I find the information in advertising emails sent by the brand that I
previously purchased is useful.
● The role of email that includes marketing activities, such as promotion,
discounts, advertising, has some influences on my attitude for a brand.
● Email marketing keeps me engage with the brand.
Mobile Marketing ● I am willing to receive SMS and mobile notifications from the brand
that I previously purchased.
● I find the information in SMS, mobile notifications sent by the brand
that I previously purchased is useful.
● The role of mobile marketing that includes SMS, notification that states
about promotion, discounts and special offers, has some influences on
my attitude for a brand.
● Mobile marketing including SMS and notification about promotion,
discounts and special offers keep me engage with the brand.
Retargeting ● Receiving new promotions, special offers, and product
recommendations from the website that I previously visited/purchased,
encourages me to stay connected to the website.
● I find the promotions, special offers, product recommendations that
generate by the Website useful.
● Receiving new promotions, special offers, and product
recommendations from the website that I previously
visited/purchased, encourages me to compare the product among
different brands before I purchase.
● Receiving new promotions, special offers, and product
recommendations from the website that I previously visited/purchased
has some influences on my attitude for a brand.
Social Media Marketing ● I am willing to receive the advertisements on social media for a brand
that I previously purchased.
● I find the information on social media advertisement useful.
● Advertisements on social media make me compare the products before
I purchase.
● The role of social media marketing activities, such as promotions,
discounts and advertisings have some influences on my attitude for a
brand.
● Social media marketing keeps me engage with the brand.
Need Recognition ● Many times, that advertising emails trigger my interest and lead to
online browsing.
● I have a great interest when I receive SMS, mobile notifications from
the brand that I previously purchased.

32
 ● I have a great interest when I receive promotions, special offers,
product recommendation messages (ex. customers who viewed this
item also viewed…) from the website that I previously
visited/purchased.
● Advertisements on social media trigger my interest and lead to online
browsing for a brand that I interest or previously purchased.
Information Search ● The information that I receive in advertising email is reliable and
trustworthy.
● The information that I received in SMS and mobile notifications trigger
my interest and leads to online information searching.
● The promotions, special offers, product recommendations that generate
by the Website trigger my interest and leads to online information
searching.
● The information that I receive from social media advertisement is
reliable and trustworthy.
Evaluation of Alternative ● The promotions, special offers, product recommendations that generate
by the Website remind me to compare the products before I make
purchase decision.
● The information that advertises on social media reminds me to make a
product comparison before making a purchase decision.
Purchase Decision ● Because the email that I receive from the brand, it persuades me to
make a purchase decision.
● Because the SMS and mobile notifications that I receive from the brand,
it persuades me to make purchase decision.
● The promotions, special offers, and product recommendations that I
receive from the Website that I often visited or previously purchased
persuades me to make purchase decision.
● Because of social media marketing activities such as promotions,
discounts and advertising persuade me to make a purchase decision.
Post Purchase Behavior ● I provide feedbacks for the products that I previously purchased via
email.
● Mobile marketing including SMS and notification about promotion,
discounts and special offers plays an active role in building the
relationship between the customers and the brand.
● I provide feedbacks for the products that I previously purchased or
interest on social media.

3.1. Sample Profile

A total number of 195 responses were received, after data cleaning, there were

179 responses that could be considered as valid (91.79% usable rate). Out of 179, 67.60%

were female, 31.84% were male and 0.56% preferred not to say. A majority of

respondents were between 22-40 years of age (77.65%), and the rest were 18-21 years

old (9%), 41-50 years old (6.70%), below 18 years old (3.91%) and more than 50 years

33
old (2.23%). Among the valid number of 179 respondents, 106 respondents (59.21%)

were bachelor holders, 41 respondents (22.91%) possessed mater or higher education, 16

respondents (8.94%) were high school graduated, 11 people (6.15%) who answered the

survey had diploma certificate and the rest 5 respondents (2.79%) were under high school

education. In addition, 68 respondents (37.99%) had an income of more than 550,000

MMK and the income of 45 respondents (25.14%) was between 262,000 MMK-361,000

MMK and the details of the rest are described in Table-2.

Table-2 (Demographics of respondents)

Number Percentage
Male 57 31.84%
Gender Female 121 67.60%
Prefer not to say 1 0.56%
Below 18 years old 7 3.91%
18-21 years old 17 9.00%
Age 22-40 years old 139 77.65%
41-50 years old 12 6.70%
More than 50 years old 4 2.23%
Under high school education 5 2.79%
High school graduated 16 8.94%
Degree of Education Diploma certificate 11 6.15%
Bachelor holder 106 59.21%
Master or higher education 41 22.91%
Below 262,000 MMK 35 19.55%
Income Level Between 262,000 MMK – 361,000 MMK 45 25.14%
Between 361,001 MMK – 550,000 MMK 31 17.32%
More than 550,000 MMK 68 37.99%

In addition, 55 respondents (30.73%) answered that they shopped online

occasionally (Once every three months), 42 people (23.46%) responded that they buy the

products from online often (Once a month) and the details of the rest are mentioned in

Table-3. 18 respondents out of 179 respondents (10.05%) answered that they never

34
shopped online and the major reasons (66.66%) was that they do not trust quality of the

products, (5.56%) for unstable price and (5.56%) delay of delivery and (22.22%) for other

reasons.

Table-3 (Frequency table for online shopping of the respondents)

Frequency Number Percentage

Rarely (Once or twice a year) 31 17.32%
Occasionally (Once every three month) 55 30.73%
Often (Once a month) 42 23.46%
Frequently (More than twice a month) 33 18.44%
Never 18 10.05%

Table-4 (Respondents who never shop online)

Reasons Number Percentage

Distrustful for quality of products 12 66.66%
Unstable price 1 5.56%
Delay delivery 1 5.56%
Others 4 22.22%

35
 4.Data Analysis

4.1. Reliability and Validity Testing

“There are 4 independent variables (Email Marketing, Mobile Marketing, Re-

targeting and Social Media Marketing) and 5 dependent variables (Need Recognition,

Information Search, Evaluation of Alternative, Purchase Decision, Post Purchase

Behavior), adopted from Armstrong and Kotler (2003). In order to test internal

consistency, Cronbach’s alpha test was conducted. As a result, Cronbach’s alpha values

of each variable were greater than 0.70 which revealed that internal consistency was high

and could be assumed satisfactory (Hair et al., 1998). Furthermore, Cronbach’s alpha

values of Mobile Marketing, Re-targeting and Social Media Marketing was greater than

0.90 which disclosed that internal consistency was significantly very high. The details

information is shown in Table (5).”

Table-5 (Results of Cronbach’s alpha test)

Variables Number of items Cronbach’s alpha

Email Marketing 8 0.84
Mobile Marketing 8 0.91
Retargeting 8 0.93
Social Media Marketing 10 0.94
Need Recognition 8 0.87
Information Search 8 0.88
Evaluation of Alternative 4 0.89
Purchase Decision 8 0.88
Post Purchase Behavior 6 0.82

4.2. Hypothesis Testing and Analysis

Multiple regression was conducted to analyze the empirical data at a significance

level of 0.05 (95% confidence) by using Microsoft Excel. In this research, R square,

36
coefficient and p-value was emphasized and highlighted according to the results of the

multiple linear regression with various variables. The data from survey were analyzed by

multiple regression to find out the correlation between digital marketing channels (Email

Marketing, Mobile Marketing, Re-targeting and Social Media Marketing) and Five Stages

of Consumer Purchasing Behaviors (Need Recognition, Information Search, Evaluation

of Alternative, Purchase Decision, Post Purchase Behavior) during pandemic in Myanmar.

For the hypothesis testing, the online questionnaires were constructed based on

conceptual framework and each variable in it.

4.2.1. Analysis of Pandemic on Digital Marketing Channels and Consumer

Purchasing Behavior

The result of multiple regression was analyzed to indicate the correlation between

the pandemic and digital marketing channels. The positive value of coefficient (0.27)

revealed that pandemic had a positive influence on the investigated digital marketing

channels while the value of R-square was 0.23 which can be interpreted that 23% of the

data could be explained by multiple linear regression. Additionally, the result of p-value

(0.01) was lower than 0.05 and therefore significant. Hence, H1a is accepted. The results

of this regression showed that pandemic had impact on overall digital marketing channels.

It is assumed that the marketers in Myanmar are more focused on digital marketing

channels during the irregular situation of pandemic. The online shopping was more

popular because of the pandemic (Asia News Monitor, 2020). Digital campaigns became

more favorable than the normal traditional marketing events. The detailed information is

shown in Table-6. In the regression of pandemic on consumer purchasing decision

37
process, the negative coefficient value (-0.31) showed that pandemic had negative impact

on consumer purchasing behavior. The R-square value of 0.16 disclosed that 16% of the

data could be explained. Besides, the p-value is 0.01 which is lower than 0.05 and it is

statistically significant. Thus, H2a is accepted. The regression of pandemic on consumer

purchasing decision process showed a negative correlation between pandemic and

consumer purchasing behavior. It can be interpreted that the higher number of infected

cases will have an impact on irregular consumer purchasing behavior. Unlike before, due

to Pandemic, the customers prefer shopping online instead of going out for shopping in

order to avoid the risks. It is showed that the digital marketing plays an important role to

promote the products or services during the pandemic.

Table-6 (Regression of Pandemic on Digital Marketing Channels & Consumer Purchasing Decision
Process)

Variable: Pandemic
Standard
Dependent Variable R-square Coefficient P-value
Error
Digital Marketing Channels 0.23 0.86 0.27 0.01
Consumer Purchasing Decision
0.16 1.13 -0.31 0.01
Process

4.2.2. Analysis of Email Marketing on Need Recognition

In regression of Email Marketing on Need Recognition, the value of R square

(0.08) as shown in Table-7 elaborates that 8% of the data could be explained. The

coefficient value of 0.21 and p-value 0.01 indicate that Email Marketing has positive

significant correlation with Need Recognition. The p-value (0.01) which is lower than

0.05 is statistically significant, therefore H2a is accepted. The regression result of Email

Marketing on Need Recognition disclosed that the customers in the local market of

38
Myanmar were influenced by email marketing. Furthermore, it was shown that the

customers were willing to receive the advertising emails that could trigger their interest

and lead to online browsing. Henceforth, the marketers in Myanmar could consider to use

Email marketing to stimulate the customer’s need recognition.

4.2.3. Analysis of Email Marketing on Information Search

In information searching stage, Email Marketing found to have negative

correlation with Information Search according to the coefficient value of -0.03; and the

value of R square was 0.11 which means 11% of the data could be explained by Email

Marketing. As a result, H2b is rejected as p-value of 0.71 which is higher than 0.05 in this

multiple linear regression. The detailed information is shown in Table-7. The negative

coefficient value of regression stated that if marketers generate more advertising emails

to promote about their products or services, the traffic rate of searching about the products

or services would be decreased since the customers might feel annoyed if they often

receive the advertising emails. The p-value of 0.71 reveals that email marketing does not

impact much on information search, the second stage of consumer purchasing behavior.

It is shown that the customers are more likely to repurchase the product if they are

delighted with the previous items they bought. On the other hand, the customer will not

search the product information if they have poor experience in their previous purchasing

even the marketers remind them via advertising emails about products or services. The

regression showed that the customers desired to receive the email marketing but they did

not rely on it.

39
4.2.4. Analysis of Email Marketing on Purchase Decision

In order to evaluate H2c, Email Marketing and Purchase Decision was analyzed.

As shown in Table-7, R square value of 0.04 indicated that only 4% of the data could be

explained. However, Email Marketing had a positive relationship with Purchase Decision

as the coefficient value of 0.13 was found in this regression and p-value was 0.13 which

was higher than 0.05. Therefore, H2c is also rejected. The p-value in the regression

showed that there is no impact on purchase decision by email marketing. Nevertheless,

the positive coefficient dictated the marketers to create more email marketing activities

such as promotions, discounts, advertising to influence the attitude of the customers for

their brand.

4.2.5. Analysis of Email Marketing on Post Purchase Behavior

“In the regression of Email Marketing on Post Purchase Behavior, the value of R

square is 0.05 which means 5% of the data could be explicated. Moreover, it was found

that there was a positive correlation between Email Marketing and Post Purchase

Behavior according to the regression results of the value of coefficient (0.19) and p-value

(0.01). In this regression analysis, p-value is lower than 0.05 so it is significant and H2d

is also accepted. The details information of the results of regression of Email Marketing

on Post Purchase Behavior is shown in Table-7. The p-value and positive value of

coefficient in regression showed the positive influence on post purchase behavior. It can

be assumed that the customers in Myanmar usually give feedbacks for the products that

they previously purchased via email. In addition, email marketing keeps the customers

engage with the brand.”

40
 Table-7 (Regression of Email Marketing on Need Recognition,
Information Search, Purchase Decision, Post Purchase Behavior)

Variable: Email Marketing

Standard
Dependent Variable R- square Coefficient P-value
Error
Need Recognition 0.08 0.89 0.21 0.01
Information Search 0.11 0.88 -0.03 0.71
Purchase Decision 0.04 0.91 0.13 0.13
Post Purchase Behavior 0.05 0.91 0.19 0.01

4.2.6. Analysis of Mobile Marketing on Need Recognition

The below regression Table-8 was analyzed to indicate the correlation between

Mobile Marketing and Need recognition. The value of coefficient (0.18) showed that

Mobile Marketing had a positive influence on Need Recognition while the value of R

square was (0.06) which can be interpreted that 6% of the data could be explained.

Meanwhile, the result of p-value is 0.05 which is the borderline of statistical significance.

Thus, H3a is still accepted. This regression showed that Mobile Marketing have positive

impact on Need recognition in Myanmar market. The customers are willing to receive

SMS and mobile notification from the brand that they previously purchased. It can also

be assumed that the marketers should create SMS and send to their targeted and potential

customers to have more awareness of their brand.

4.2.7. Analysis of Mobile Marketing on Information Search

As the results of regression of Mobile Marketing on Information Search which is

shown in Table-8, the p-value (0.00) is strongly significant. In addition, the value of

coefficient is 0.30 and it shows that Mobile Marketing has a positive influence on Need

Recognition. Meanwhile, the value of R square is 0.11 which means 11% of the data

41
could be explicated by Mobile Marketing. Therefore, H3b is accepted. According to the

result of the regression, Mobile Marketing has positive impact on Information Search.

The customers found the information in SMS, mobile notification sent by the brand that

they previously purchased, useful and triggering of their interest which leads to online

information searching. It can also be interpreted that the Myanmar customers trust SMS

that they received from the brand they previously purchased.

4.2.8. Analysis of Mobile Marketing on Purchase Decision

In order to test H3c, the regression of Mobile Marketing on Purchase Decision

was conducted and it was shown in Table-8. The coefficient value of 0.24 indicates the

positive influence on Purchase Decision by independent variable, Mobile Marketing and

the correlation between them. In which, the p-value of 0.01 being lower than 0.05 showed

that it was significant and in addition the value of R square being 0.08 can be interpreted

that 8% of the data could be explained and leads to accept H3c. The regression declared

that Mobile Marketing has positive impact on Purchase Decision in the local market. It

means that the role of Mobile Marketing that including SMS, promotion notification that

states about promotion, discounts and special offers, has some influences on the attitude

of the local customers of a brand. The customers have been persuaded by the SMS and

mobile notifications send from the brand to make purchase decision.

4.2.9. Analysis of Mobile Marketing on Post Purchase Behavior

The positive sign of regression coefficient (0.31) indicated that there was a

positive correlation between dependent variable, Post Purchase Behavior, and

42
independent variable, Mobile Marketing, as shown in Table-8. The R square value of 0.13

elaborated that 13% of the Post Purchase Behavior data could be explained by Mobile

Marketing. Additionally, the p-value of 0.00 which is strongly significant leads to accept

H3d. The result of the regression can be interpreted that Mobile Marketing including SMS

and notification about promotions, discounts and special offers keeps the customers

engage with the brand. Besides, Mobile Marketing plays an active role in building the

relationship between the customers and the brand. The customers are willing to give

feedbacks for SMS and notification that they received from the brand so that the marketers

also have more information to improve their Mobile Marketing approaches to the local

markets.

Table-8 (Regression of Mobile Marketing on Need Recognition, Information Search, Purchase

Decision, Post Purchase Behavior)

Variable: Mobile Marketing

Standard
Dependent Variable R square Coefficient P-value
Error
Need Recognition 0.06 0.90 0.18 0.05
Information Search 0.11 0.88 0.30 0.00
Purchase Decision 0.08 0.89 0.24 0.01
Post Purchase Behavior 0.13 0.87 0.31 0.00

4.2.10. Analysis of Re-targeting on Need Recognition

In order to analyze the correlation between Re-targeting and Need Recognition, the

multiple regression was conducted. The result of multiple regression showed that the

value of R square was 0.09 which meant that 9% of the data could be explained. The

positive correlation between Re-targeting and Need Recognition can be found in this

regression as a result of positive coefficient value (0.20). Meanwhile, p-value is 0.05

43
which is the borderline of statistical significance and H4a is accepted. This regression

disclosed that Re-targeting has impact on Need Recognition of the customers. It is

assumed that receiving new promotions, special offers, and product recommendations

from the website that the customers previously visited or purchased, encouraged them to

stay connected to the website. In addition, the customers have a great interest when they

receive product recommendation messages from the website that they previously

purchased or visited. The detail is shown in Table-9.

4.2.11. Analysis of Re-targeting on Information Search

The below regression as shown in Table-9 was conducted to analyze the

correlation between Re-targeting on Information Search. The value of coefficient (0.31)

indicated that there was positive correlation between Re-targeting and Information Search.

The R square value of 0.12 could also be interpreted that 12% of the data could be

explained by Re-targeting. Furthermore, the strong significant p-value of (0.00) supported

H4b to be accepted. The results of this regression revealed that Re-targeting had positive

impact on Information Search in Myanmar. The promotions, special offers, products

recommendation that generate by the website triggered the customerʼs interest and lead

to online information searching. The customers also found that these product

recommendations were useful.

44
4.2.12. Analysis of Re-targeting on Evaluation of Alternative

The result of the regression of Re-targeting on Evaluation of Alternative is shown

in Table-9. The value of R square (0.10) showed that 10% of the data could be explained.

In addition, the positive coefficient value of 0.28 indicated a positive correlation between

Re-targeting and Evaluation of Alternative. Henceforth, H4c is accepted as the result of

p-value (0.02) which is significant and lower than 0.05. This regression can be interpreted

that receiving new promotions, special offers, and product recommendations from the

website that the customers previously visited or purchased encouraged them to compare

the product among different brands before they purchase. It was also found that Re-

targeting was effective to remind the customers to compare the products or services in

Myanmar.

4.2.13. Analysis of Re-targeting on Purchase Decision

In order to find out the correlation between Re-targeting and Purchase Decision,

regression was conducted as shown in Table-9. In this regression, the value of R square

was 0.12 which could be interpreted that 12% of the data could be explained. The strong

significant p-value of 0.00 makes H4d to be accepted. Furthermore, the coefficient value

is 0.40, showing a positive correlation between Re-targeting and Purchase Behavior. This

regression revealed that the promotions, special offers, and product recommendations that

the customers received from the website that they often visited or previously purchased

persuaded them to make a purchase decision and had some influences on the attitude for

a brand.

45
 Table-9 (Regression of Re-targeting on Need Recognition, Information Search, Evaluation of
Alternative, Purchase Decision)

Variable: Re-targeting
Standard
Dependent Variable R square Coefficient P-value
Error
Need Recognition 0.09 0.89 0.20 0.05
Information Search 0.12 0.87 0.31 0.00
Evaluation of Alternative 0.10 0.88 0.28 0.02
Purchase Decision 0.12 0.87 0.40 0.00

4.2.14. Analysis of Social Media Marketing on Need Recognition

“The regression of Social Media on Need Recognition with a coefficient value of

0.25, which is shown in Table-10, indicates that there is a positive correlation between

these dependent and independent variables. The value of R square is 0.10 which means

that 10% of the data can be explained. In addition, the p-value (0.02) which is lower than

0.05 is significant and thus H5a is accepted. This regression showed that Social Media

Marketing had positive impact on Need Recognition. Besides, the results of this

regression revealed that the customers were willing to receive the advertisements on

social media for a brand that they previously purchased or in which they were interested.

The advertisements on social media were effective in Myanmar and triggered the interest

of the customers and lead to online browsing for a particular brand in which they were

interested.”

4.2.15. Analysis of Social Media Marketing on Information Search

“Social Media also was found to have a positive correlation on Information Search

according to the positive coefficient value of 0.21 in multiple regression analysis as

shown in Table-10. The value of R square is 0.10 which indicates that 10% of the Need

46
Recognition data can be explained by Social Media Marketing. In addition, the p-value

of 0.02 which is lower than 0.05 is statistically significant. Therefore, H5b is also accepted.

This regression can be interpreted that Social Media Marketing in Myanmar has impact

on Information Searching. It is revealed that the customers use social media to search the

information of the products.”

4.2.16. Analysis of Social Media Marketing on Evaluation of Alternative

In order to test H5c, the regression of Social Media Marketing on Evaluation of

Alternative is conducted. It is found that Social Media Marketing has a positive influence

on Evaluation of Alternative due to the positive coefficient value of 0.19. The value of R

square (0.08) indicated that 8% of the data could be explained. However, the p-value

(0.09) which is higher than 0.05 is not significant. Hence, H5c for Social Media Marketing

on Evaluation of Alternative is rejected. The regression reveals that advertisements on

social media make the customers to compare the products before they purchase. It was

also found that the customers received the information of the products from social media

advertisements however they did not rely on it. This result suggests that the marketers in

Myanmar should create more reliable information in their advertisements and marketing

activities on social media, as the local customers are using social media more and more

nowadays. This could be the great opportunities for the marketers to promote their

products. The detail information is shown in Table-10 below.

47
4.2.17. Analysis of Social Media Marketing on Purchase Decision

The below Table-10 is shown for the regression of Social Media Marketing on

Purchase Decision. In this regression, the positive value of coefficient (0.26) indicated

the positive influence of Social Media on Purchase Decision. The value of R square is

0.12 showing that 12% of the data can be explained. Additionally, the p-value is 0.01

which is lower than 0.05 which can be interpreted that it is statistically significant. Hence

H5d is accepted. The results of this regression disclosed that Social Media Marketing has

a great impact on Purchase Decision in Myanmar. The promotions, discounts and

advertising on social media persuaded the customers to make a purchase decision.

4.2.18. Analysis of Social Media Marketing on Post Purchase Behavior

Social Media Marketing has a positive influence on Post Purchase Behavior due

to the positive value of coefficient (0.17) as shown in Table-10. The value of R square

(0.13) indicated that 13 % of the data could be explained by Social Media Marketing.

Likewise, the p-value (0.02) which is lower than 0.05 is significant. Thus, H5e is also

accepted. This regression showed that Social Media Marketing has a great impact on Post

Purchase Behavior. The customers in Myanmar usually give the feedbacks for the

products that they purchased. In addition, social media marketing keeps the customers

engage with the brand.

48
 Table-10 (Regression of Social Media Marketing on Need Recognition, Information
Search, Evaluation of Alternative, Purchase Decision, Post Purchase Behavior)

Variable: Social Media

Marketing
Standard
Dependent Variable R- square Coefficient P-value
Error
Need Recognition 0.10 0.88 0.24 0.02
Information Search 0.10 0.88 0.21 0.02
Evaluation of Alternative 0.08 0.89 0.19 0.09
Purchase Decision 0.12 0.87 0.26 0.01

Overall, there are 19 hypotheses testing in this research and 16 hypotheses has been

accepted and 3 hypotheses have been rejected. The details are as shown in Table-11.

Table-11 (Summary of Hypothesis Testing Results)

No Hypothesis Finding
H1a Pandemic has a positive influence on Digital Marketing Channels Accepted
H1b Pandemic has a negative influence on Consumer Purchasing Behavior Accepted
H2a Email Marketing has a positive influence on Need Recognition Accepted
H2b Email Marketing has a positive influence on Information Search Rejected
H2c Email Marketing has a positive influence on Purchase Decision Rejected
H2d Email Marketing has a positive influence on Post Purchase Behavior Accepted
H3a Mobile Marketing has a positive influence on Need Recognition Accepted
H3b Mobile Marketing has a positive influence on Information Search Accepted
H3c Mobile Marketing has a positive influence on Purchase Decision Accepted
H3d Mobile Marketing has a positive influence on Post Purchase Behavior Accepted
H4a Retargeting has a positive influence on Need Recognition Accepted
H4b Retargeting has a positive influence on Information Search Accepted
H4c Retargeting has a positive influence on Evaluation of Alternative Accepted
H4d Retargeting has a positive influence on Purchase Decision Accepted
H5a Social Media Marketing has a positive influence on Need Recognition Accepted
H5b Social Media Marketing has a positive influence on Information Search Accepted
H5c Social Media Marketing has a positive influence on Evaluation of Alternative Rejected
H5d Social Media Marketing has a positive influence on Purchase Decision Accepted
H5e Social Media Marketing has a positive influence on Post Purchase Behavior Accepted

49
 5. Discussion and Conclusion

This research investigated digital marketing channels (Email Marketing, Mobile

Marketing, Re-targeting and Social Media Marketing) for the marketers. It explored the

impact of these digital marketing channels on consumer purchasing behavior in Myanmar

market. The results indicated that the pandemic had positive influence on digital

marketing channels and negative impact on traditional consumer purchasing behavior. It

was revealed that pandemic made irregular consumer purchasing behavior especially on

the five stages of consumer purchasing decision process. In this research, email marketing

had positive impact on two stages on consumer purchasing decision process (Need

Recognition and Post Purchase Behavior). It slightly differed from the previous research

done by (Omar & Atteya, 2020) in which the authors disclosed that two stages

(Information Search and Post Purchase Behavior) have been positively influenced.

Nevertheless, the author found out that email marketing has positive impact on Need

Recognition as an extra variable in this research. The contents of the email marketing in

Myanmar are precise and easy to understand what the marketers trying to promote their

products. In addition, the designs of the marketing email in Myanmar are usually

attractive and catchy. This research disclosed that customers in Myanmar are willing to

receive the advertising email from the brand that could stimulate them to purchase the

products. Marketers need to take advantage of it and create advertising email to trigger

the customer’s desire.

Aside from Email Marketing, the research revealed that Mobile Marketing had

positive influence on four stages (Need Recognition, Information Search, Purchase

Decision and Post Purchase Decision) of consumer purchasing behavior. It was the same

50
with previous research that studied about Mobile Marketing and consumer intention to

purchase done by Chinomona and Sandada (2013). Chinomona and Sandada (2013) also

found that mobile marketing activities had positive impact on consumer purchasing

behavior. The local customers in Myanmar were eager to receive SMS and mobile

notification about the product promotions, discounts and special offers from the brand

that they previously purchased or interested in and it could trigger their interest to online

information searching and stimulate the purchase desire. The customers from Myanmar

assumed that SMS, mobile notifications from the brands are trustworthy. Besides, mobile

marketing kept the local customers engaged with the brand and the customers are willing

to give the feedbacks for the information that they received from their mobile. Unlike the

research done by Omar and Atteya (2020) disclosed that Mobile Marketing as a digital

marketing channel had negative impact on all the stages of consumer purchasing process.

The Egyptian customers did not show their interest in messages for discounts and special

offers from the brands. Omar and Atteya (2020) revealed that the price offers in SMS and

mobile notification via mobile marketing are unaffordable and murky. The marketers in

Myanmar cooperated with telecom companies and generated the advertising SMS about

product promotions and special offers for special events such as Thadingyut festival

(lighting festival), Thingyan festival (water festival) and Christmas. Besides, there are

many festivals in almost every month in Myanmar that created the opportunities for the

marketers to promote their products accordingly.

Findings about Re-targeting which had positive impact on consumer purchasing

behavior was similar to previous research done by Iftikhar and Khan (2017). In addition,

Omar and Atteya (2020) revealed that Re-targeting had high impact on consumer

51
purchasing behavior. In this research, the author investigated that Re-targeting had

positive influence on four stages (Need Recognition, Information Search, Evaluation of

Alternative and Purchase Decision) of consumer purchasing decision process.

Furthermore, this research revealed that Re-targeting had significant positive impact on

Information Search and Purchase Decision with a strong significant p-value.

This research disclosed that Social Media Marketing had positive influence on

four stages (Need Recognition, Information Search, Purchase Decision and Post Purchase

Behavior) of consumer purchasing decision process. Additionally, the study found that

Social Media had no impact on the evaluation stage in Myanmar. It was slightly different

from the previous study done by Harun and Husin (2019) in which a positive correlation

was found between Social Media Marketing and all stages in Consumer Purchasing

Behavior. The customers in Myanmar searched the product information on social media

and they also received the special offers and discounts from social media. However, they

did not rely on it. It was found that the marketers in Myanmar need to create more reliable

contents to gain customers’ trust.

This research revealed that pandemic had impact on consumer purchasing

behavior process and made the customers to purchase online by using digital channels.

Among four digital marketing channels in this research, mobile marketing and retargeting

had huge impact on the customers to influence their purchasing process in Myanmar.

Email marketing and social media marketing made the customers to stimulate their need

recognition. In addition, social media marketing made the customers to search more about

products information. However, email marketing could not lead the customers to search

the products information in Myanmar. The main barriers to make digital marketing more

52
effective in Myanmar was the contents of the email and social media posts. The customers

were willing to see the posts on social media but they do not rely on the contents.

Therefore, the marketers in Myanmar should develop the contents of digital marketing in

Myanmar.

In conclusion, the author was able to verify 19 hypotheses, 16 were supported

and 3 were rejected accordingly.

5.1. Major Findings

Among four digital marketing channels (Email Marketing, Mobile Marketing, Re-

targeting and Social Media Marketing) which represented independent variables, all

hypothesis for Mobile Marketing and Re-targeting were supported. It was also found that

the strongest effect of Mobile Marketing was on the stages of Information Search and

Post Purchase Behavior with the strongest p-value (0.00). This research revealed that the

local customers had a trust on mobile SMS. The research also showed the important role

of Mobile Marketing and its influences to the brand. The independent variable, Re-

targeting, the strongest effect was on the stages of Information Search and Purchase

Decision. It was shown that using algorithms have impact on the desire of customers to

further search the product information, which stimulate their purchase decision.

Meanwhile, Email Marketing does not impact much on information search which is the

second stage of consumer purchasing behavior. The analysis revealed a negative

correlation between Email Marketing and Information Search. The customers in

Myanmar were displeased when they received advertising email from the brand that was

not relevant to them for several times. According to the analysis, the more advertising

53
email is generated, the traffic rate of searching about the product information will be

declined. On the other hand, the customers are likely to repurchase the products that were

satisfactory in their previous purchase experiences. The customers will not search the

information for the products with which they had poor experiences even if the marketers

keep reminding them through email. The analysis showed that the customers desired to

receive the advertising email however they did not rely on it.

Social Media Marketing played an important role in Myanmar for the marketers

as digital campaigns are more popular nowadays and shopping online becomes familiar

to the local customers (Asia News Monitor, 2020). All hypothesis of independent

variables, Social Media Marketing were supported except on the evaluation of

alternatives stage of consumer purchasing behavior. It was shown that even social media

are popular in Myanmar, the customers still do not trust the information from social media.

The marketers need to aware of the situations and create the relevant and reliable content.

The research found out that the pandemic positively influenced on digital

marketing channels and negatively impacted on consumer purchasing behavior. It was

revealed that the customers were more interested in shopping online in order to avoid the

infection from virus. The pandemic created the irregular purchase behavior such as

increasing demand of personal hygiene products. This research showed the important role

of digital marketing channels on consumer purchasing behavior and purchasing decision

process for the marketers especially during the pandemic.

54
5.2. Implication for The Marketers in Myanmar

The marketers need to understand the intention of local customers and how the

purchasing behavior and purchasing decision process have changed due to the pandemic.

Shopping online becomes more popular in Myanmar due to the outbreak of virus. The

marketers should keep tracking the trends of consumer purchasing behavior even during

and after the pandemic. To be able to keep the habit of shopping online, the marketers

have to recognize the changes in customers purchasing intention and behavior and create

the relevant and reliable content on multi-digital marketing channels, especially Mobile

Marketing and Re-targeting. SMS advertising and Re-targeting using algorithms are

found to be the influential factors to promote the products, update information and

stimulate the purchase desire among Myanmar customers.

5.3. Implication for Academic and its Contribution

This research found out the role of digital marketing channels on consumer

purchasing behavior especially purchasing decision process during the pandemic. This

study was conducted by applying five stages consumer purchasing behavior process

according to Armstrong and Kotler (2003). The findings illustrated a number of

opportunities for future academic research. The major findings of this research provided

to develop the new conceptual model of future researchers. The major findings of this

research showed that the local customers had a trust on mobile SMS rather than the

contents of social media marketing. Social media played an important role in Myanmar;

however, the customers do not rely on the contents of it. In addition, it was shown that

using algorithms have impact on the desire of customers to further search the product

55
information, which stimulate their purchase decision. Moreover, the local customers were

willing to receive the email however they do not rely on it. The research showed that

evaluation of alternatives was the most important stage among five stages of consumer

purchasing behavior process since the customers nowadays have more knowledge about

products and they do not depend on the contents of marketing.

This research applied the five stages of consumer purchasing behavior process

and revealed the situation of Myanmar market. The future academic researchers may

apply the consumer purchasing process theory according to Armstrong and Kotler (2003)

and develop new conceptual framework to find out the barriers of digital marketing and

how to develop the contents of marketing in various markets. Myanmar is a developing

country in South East Asia and local people has started using mobile and internet devices

a decade ago (Asia News Monitor, 2020). People nowadays are more health conscious

(Parker-Pope, 2021, Jan 20) and try to practice social distancing. On the other hand, the

online shopping habits are also improving (Asia News Monitor,2020). This research

provided theory and enhanced to develop new conceptual model for future academic

researchers to find out the customer behaviors and the market conditions of developing

countries.

5.4. Limitation & Future Research

In this research, the author mainly focused on four digital marketing channels

(Email Marketing, Mobile Marketing, Re-targeting and Social Media Marketing). This

study aimed to focus on exploring the digital marketing channels on consumer purchasing

behavior. Future research is recommended taking into consideration to perform with

56
different digital marketing channels such as search engine optimization and influencer

marketing, etc., on consumer purchasing decision process and behavior in various

markets, product categories, specific organizations and customer profiles. This study was

analyzed by quantitative method using statistical tools of multiple linear regression and

Cronbach’s Alpha. Further studies are recommended to conduct a mix method of both

qualitative and quantitative. Because, qualitative data helped to explore the reasons why

the hypotheses were rejected or supported. The author revealed the consumer purchasing

behavior in local market of Myanmar especially during pandemic. Hence, further

researchers need to take consideration to refine the findings after pandemic in order to

examine if the consumer behavior will change or continue.

57
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