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The Effect of Digital Marketing on Purchasing Decisions: A Case Study in Jordan
Abdel Fattah AL-AZZAM,Khaled AL-MIZEED 한국유통과학회 2021 The Journal of Asian Finance, Economics and Busine Vol.8 No.5
The main objective of this research was to analyze the influence of digital marketing on purchasing decisions. The research was guided by specific aims; to evaluate numerous digital marketing platforms in Jordan that can affect the purchasing decisions and identify product categories purchased by customers on digital media platforms. Furthermore, questionnaires were given based on a simple sampling technique and acquired in the Jordanian market. 300 questionnaires were distributed, and 220 available samples were gathered, except for incomplete questionnaires, resulting in a 73% response rate to all those who selected to participate. Descriptive analysis, reliability test, correlation test, and multiple regressions were used in this research. Moreover, this study’s results demonstrated that digital marketing, such as social media marketing and mobile marketing, has a profound impact on consumer purchasing decisions. However, hypothesis testing demonstrated that there are many patronized digital media platforms in Jordan that affect student behavior. Jordanian students buy various product categories on digital media platforms, and digital marketing affects student decision–making. Finally, the results of this study suggest that firms should adopt strategies to leverage the digital world and technology, increase brand awareness through digital platforms to continue competing in today’s commercial environment.
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