Effects of Digital Marketing Strategies on Purchase Intention among College Students. A Case of Azam Energy Drink at TIA Mwanza City.
Purpose: The purpose of this study was to examine how digital marketing strategies influence purchase intention among college students, using Azam Energy Drink as a case at the Tanzania Institute of Accountancy (TIA) Mwanza campus. Specifically, the study aimed to assess the effects of social media marketing, personalized digital marketing, and content marketing on students’ willingness to purchase, and to generate insights that can guide marketers in designing effective digital campaigns for youth audiences.
Research Design / Methodology / Approach: The study used a mixed-methods approach, combining quantitative and qualitative techniques to examine how digital marketing strategies influence purchase intention among college students. A cross-sectional design was applied, with 283 students from the Tanzania Institute of Accountancy (TIA) Mwanza campus selected through random sampling, and Azam marketing officers selected purposively. Quantitative data were collected through structured questionnaires and analysed using descriptive statistics and multiple regression. Qualitative data from interviews underwent thematic analysis.
Findings: All three digital marketing strategies social media marketing, personalized digital marketing, and content marketing significantly and positively influenced purchase intention. Content marketing had the strongest effect (β = 0.413), followed by personalized marketing (β = 0.347) and social media marketing (β = 0.138). Qualitative findings showed that 56% of respondents highlighted the role of social media ads, 22% pointed to the contribution of email marketing, and 33% emphasized storytelling as an influence on willingness to buy. The findings align with the Uses and Gratifications Theory, showing that students engage with digital content to satisfy informational, social, and entertainment needs.
Originality / Value: The study fills a gap in digital marketing research in Tanzania by focusing specifically on college students’ responses to digital marketing in the FMCG sector, using Azam Energy Drink as a case. It integrates UGT into the analysis of student consumer behaviour, offering a localized and theory-driven understanding of how digital strategies shape purchase intentions.
Practical Implications: The research emphasizes the need for brands targeting college students to strengthen their social media presence, adopt personalized digital outreach such as email and SMS marketing, and prioritize high-quality, engaging content—particularly storytelling and influencer-based messages. These strategies can boost engagement, enhance brand loyalty, and increase purchase likelihood among young consumers.
Keywords: Social media marketing, personalized marketing, content marketing, purchase intention, college students, digital marketing strategies.
