Họ và tên: Nguyễn Thị Thơm

MSV: 11203788
1. Summary:
The research paper "The Effect of Digital Marketing Transformation Trends on Consumers’
Purchase Intention in B2B Businesses: The Moderating Role of Brand Awareness" by Nguyen
Ngoc Hien delves into the impact of digital marketing transformation trends on purchase
intentions within the context of business-to-business (B2B) transactions. Published recently,
this study seeks to understand how modern digital marketing strategies influence consumer
behavior in B2B settings and how the presence of brand awareness might moderate this
relationship. Methodologically, the research employs a quantitative approach. A survey is
distributed to a representative sample of B2B consumers, capturing their perceptions of digital
marketing practices, purchase intentions, and levels of brand awareness. This data is then
subjected to statistical analysis to identify correlations and trends. A group of 210 potential
customers was selected for the study, comprising key individuals within the B2B purchasing
hierarchy of the company. Following analysis using partial least squares structural equation
modeling techniques, the findings indicated that three out of the four digital marketing
approaches were deemed significant and fitting. The study's outcomes reveal significant
insights. It demonstrates that the adoption of digital marketing transformation trends has a
notable impact on B2B consumers' purchase intentions, suggesting that advanced digital
strategies can sway decision-making in the B2B sector. Moreover, the research uncovers the
moderating role of brand awareness. It indicates that when brand awareness is higher, the
effect of digital marketing strategies on purchase intentions is more pronounced. In
conclusion, the paper underscores the crucial role of digital marketing transformation in
shaping B2B purchase intentions. The presence of strong brand awareness enhances the
relationship between these strategies and purchase decisions. The results would help managers
have the right direction for the business strategy to adapt and develop the business despite any
difficult circumstances.
2. Key Terms/ Words/ New words:
Digital marketing transformation: Digital marketing transformation refers to the
comprehensive and often fundamental changes that businesses undergo in their marketing
strategies, processes, technologies, and organizational structures to adapt to the rapidly
evolving digital landscape
B2B businesses: refers to transactions and interactions between companies rather than
between a company and individual consumers. It involves the exchange of goods, services, or
information between businesses for their operational needs or resale.
Purchase intention refers to a person's plan or inclination to buy a product or service in the
near future. It's an indicator of how likely someone is to make a purchase based on their
current thoughts, feelings, and circumstances.
Brand awareness: refers to knowledge of the name of a company and the products it sells
Moderating role: refers to a factor or condition that can change the relationship between two
other things. It affects how one thing influences another.