The Impact of Digital Marketing, Sales Promotion, And E-Word Of Mouth On Customer Purchase Intention In Sri Lankan Handicrafts Industry

This study examines about the impact of digital marketing, sales promotion, and e-word of mouth on customer purchase intention in the Sri Lankan handicrafts industry. The study aims to measure how effective digital marketing strategies are on customer purchases in the Sri Lankan handicrafts industry. The study adhered to the quantitative method, Data was collected through a survey of 152 local and international consumers and analyzed by SPSS using different statistical methods such as reliability analysis, correlation analysis, and regression analysis. The findings of the study reveal digital marketing. Sales promotion and E-WOM have a significant impact on customer purchase intention as the strongest influence indicated by the E-WOM, the second is digital marketing emphasizing the importance of online reviews, recommendations, and digital engagements in the handicrafts sector. The study contributes to the literature by identifying how these modern marketing strategies work in niche industries and provides valuable insights for handicraft artisans and businessmen to optimize their business and boost customer engagement.