International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Volume 8 Issue 3
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From Ads to Parcels: The Influence of Digital Marketing and Customer-Based Brand Equity on Online Shopping Satisfaction Among the Employees of Davao Oriental State University

Author(s) Ms. Christine Jane Derecho Sombilon, Dr. Maria Odessa Guzman Magallones
Country Philippines
Abstract This study aimed to determine the influence of digital marketing and customer-based brand equity on the online shopping satisfaction of employees in Davao Oriental State University. Specifically, the study examined the level of digital marketing, customer- based brand equity, and online shopping satisfaction, as well as the significant relationship among these variables. The study utilize a quantitative, non- experimental, descriptive- correlational research design. Data was gathered using a quantitative survey questionnaire designed by the researcher based on a review of related literature and theories concerning online shopping experience, brand familiarity, and customer satisfaction. Data was analyze using the mean, standard deviation, t-test, analysis of variance (ANOVA), and regression. The study intended to reveal the scale in which the following variables- digital marketing and customer-based brand equity affect the dependent variable online shopping satisfaction. The result have indicated a positive influence which mean that the level of this indicator increases, the level of online shopping satisfaction also increases. The study shows a significant difference in online shopping satisfaction in terms of gender. The online shops owners should design targeted campaign varying the content style, product presentation, and promotional approached to better match the specific needs and expectation of each gender group.
Keywords Digital Marketing, Customer-Based Brand Equity, Online Shopping Satisfaction
Field Business Administration
Published In Volume 8, Issue 3, May-June 2026
Published On 2026-06-02
DOI https://doi.org/10.36948/ijfmr.2026.v08i03.80213
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E-ISSN 2582-2160
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