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summary
This study underscores the pivotal role of internet marketing in shaping university students' smartphone purchasing behaviors. Various facets of internet marketing, including social media advertising, email marketing, and mobile advertising, significantly influence students' purchasing decisions. Furthermore, the study emphasizes the substantial moderating effect of demographic factors, such as gender and income, highlighting the intricate and multifaceted nature of the connection between internet marketing and purchasing behavior within this demographic. Therefore, stakeholders in the smartphone industry stand to benefit from tailoring their marketing strategies to leverage the potential of these digital channels while taking into account the nuances introduced by demographic variables.
