The Impact of Digital Marketing Strategies on Purchase Intention of University Students Towards Brands in Kuala Lumpur, Malaysia

This study paper looks at how digital marketing tools, such as eWOM, social media marketing, influencer marketing, and paid ads, affect the plans of young people in Kuala Lumpur, Malaysia, to buy brands. The study looked at 129 young people and found that eWOM and social media marketing have a big effect on buying behaviour, while paid ads and influencer marketing don't have much of an effect. Based on the results, companies in Kuala Lumpur should put more effort into managing their online reputations and getting involved in social media.