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Original Article | Marketing | Volume 15 Issue 3, March 2026 | Pages: 1128 - 1133 | India
The Influence of E-Marketing Tools on Purchase Intention of Professional Buyers in the Architectural Hardware Industry: The Mediating Role of Brand Popularity
Abstract: The increasing digitalization of marketing activities has significantly transformed how firms engage with professional buyers. E-marketing tools such as online advertising, electronic word-of-mouth (e-WOM), and email marketing play an important role in shaping brand perception and influencing purchasing behavior. This study examines the influence of these e-marketing tools on purchase intention among professional buyers in the architectural hardware industry, with brand popularity acting as a mediating variable. Data were collected from 70 respondents including architects, interior designers, builders, and hardware dealers through a structured questionnaire. The relationships among variables were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. The results reveal that online advertising, e-WOM, and email marketing significantly influence brand popularity. Among these, online advertising has the strongest impact on brand popularity. Furthermore, brand popularity significantly influences purchase intention, confirming its mediating role between e-marketing tools and purchasing behavior. The findings contribute to digital marketing literature by extending research on brand popularity and purchase intention to a B2B industrial context. The study also provides managerial insights for firms seeking to enhance brand visibility and influence professional purchasing decisions through effective digital marketing strategies.
Keywords: E-marketing, Brand Popularity, Purchase Intention, e-WOM, Architectural Hardware Industry
How to Cite?: Dr. Manju Das S. K., Mary Laya Lawrence, "The Influence of E-Marketing Tools on Purchase Intention of Professional Buyers in the Architectural Hardware Industry: The Mediating Role of Brand Popularity", Volume 15 Issue 3, March 2026, International Journal of Science and Research (IJSR), Pages: 1128-1133, https://www.ijsr.net/getabstract.php?paperid=SR26318071528, DOI: https://dx.doi.org/10.21275/SR26318071528