Exploring the effect of Digital Marketing on Consumer Buying Decision: A Sustainable CSR Initiatives Among Startups as a Mediator

AbstractThis paper aims to investigate the effects of content marketing, social media marketing, and influencer marketing on consumer buying behavior, as well as how Sustainable Corporate Social Responsibility (CSR) interventions mediates these effects. The research seeks to determine how these marketing strategies can be optimally utilized to enhance consumer engagement and promote environmental preservation. A quantitative approach was employed, and the data were obtained from 300 respondents through an online survey. A structured questionnaire was administered to a diverse group of consumers. Data analysis was conducted using SMART PLS. The study's findings indicate that all marketing communication strategies affect consumer purchase behavior, except for content marketing and influencer marketing. Additionally, a strong positive correlation was found between Sustainable CSR initiatives and consumer buying decisions, with a mediating role identified between marketing strategies and consumer behavior. Thus, it is essential to incorporate sustainable activities into existing marketing strategies to enhance their effectiveness. This research contributes to existing theories and findings in marketing communication by linking marketing practices with consumer buying behavior within the context of Sustainable CSR programs. It provides guidelines for marketing executives on the importance of integrating sustainable practices in their operations and positions CSR as a valuable strategic tool for managing consumer attitudes and behaviors.