Article: Research on the impact of digital marketing campaign strategies on consumer buying intention Journal: International Journal of Business Intelligence and Data Mining (IJBIDM) 2026 Vol.28 No.4/5/6 pp.457 - 481 Abstract: Consumer psychology and shopping motivation continue to evolve in line with technological advancements. To address an immense number of audiences and to understand the purchaser's behaviour, campaigns for digital marketing are pretty crucial for an organisation. However, the purchasing propensity cannot be precisely measured and portrayed by traditional tools. With this limitation, the study managed to deliver an ML-based consumer buying intention analysis method, based on analysis from consumer data through online advertisements using machine learning algorithms. Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) applied will allow ML-CBIAM to have precise all-inclusive understanding of customer habit and preference. Simulated results indicate that ML-CBIAM is superior to the state-of-the-art methods in terms of accuracy and coverage in predicting purchase intent through different campaign techniques. This approach helps firms optimise marketing strategies, increase profits, and strengthen customer relationships. Inderscience Publishers - linking academia, business and industry through research

Title: Research on the impact of digital marketing campaign strategies on consumer buying intention

Authors: Koteswararao Dondapati; Naga Sushma Allur; Durga Praveen Deevi; Himabindu Chetlapalli; Sharadha Kodadi; Thinagaran Perumal

Addresses: Everest Technologies, Ohio, USA ' Astute Solutions LLC, California, USA ' O2 Technologies Inc., California, USA ' 9455868 Canada Inc., Ontario, Canada ' Infosys, Texas, USA ' Department of Computer Science, Faculty of Computer Science and Information Technology, Universiti Putra Malaysia, 43400 UPM Serdang, Selangor, Malaysia

Abstract: Consumer psychology and shopping motivation continue to evolve in line with technological advancements. To address an immense number of audiences and to understand the purchaser's behaviour, campaigns for digital marketing are pretty crucial for an organisation. However, the purchasing propensity cannot be precisely measured and portrayed by traditional tools. With this limitation, the study managed to deliver an ML-based consumer buying intention analysis method, based on analysis from consumer data through online advertisements using machine learning algorithms. Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS) applied will allow ML-CBIAM to have precise all-inclusive understanding of customer habit and preference. Simulated results indicate that ML-CBIAM is superior to the state-of-the-art methods in terms of accuracy and coverage in predicting purchase intent through different campaign techniques. This approach helps firms optimise marketing strategies, increase profits, and strengthen customer relationships.

Keywords: digital marketing campaign; consumer buying intention; machine learning; consumer analysis.

DOI: 10.1504/IJBIDM.2026.155232

International Journal of Business Intelligence and Data Mining, 2026 Vol.28 No.4/5/6, pp.457 - 481

Received: 28 May 2024
Accepted: 14 Jan 2025
Published online: 29 Jul 2026 *

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Title: Research on the impact of digital marketing campaign strategies on consumer buying intention

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