2026-10-23T20:26:11Z https://meral.edu.mm/oai

oai:meral.edu.mm:recid/00011989 2025-10-24T09:09:06Z 1582963436320 1582963436320:1698989833663

Effect of Digital Marketing Practices on Consumer Buying Behaviour in Breadtalk Products (Kay Thi Kyaw, 2025) Kay Thi Kyaw This study aims to investigate the effect of digital marketing practices on consumer buying behaviour toward BreadTalk products. In this study, digital marketing practices include email marketing, social media marketing, content marketing, and website marketing. A quantitative research method is employed to achieve the objective. A sample of 385 respondents, who are consumer of BreadTalk and also the followers of the BreadTalk page, is selected using the systematic sampling method. According to the multiple regression results, digital marketing practices affect consumer buying behaviour toward BreadTalk products. Among the digital marketing practices, website effectiveness shows the highest positive effect on consumer buying behaviour, followed by social media marketing, content marketing, and email marketing. BreadTalk Myanmar should enhance its website’s functionality and content. Moreover, the website should integrate engaging multimedia content, such as virtual bakery tours, chef stories, or baking process demonstrations, to complement content marketing efforts and encourage repeat visits. According to objectives two, it is found that independent variables of Email Marketing, Social Media Marketing, Content Marketing and Website Marketing have above the moderate level of effects on Consumer Buying Behaviours of BreadTalk Myanmar Products. 2025-06-01 https://meral.edu.mm/records/11989