Abstract: With the evolving strategies of marketing and the rapid change in technology, businesses that incorporate digital marketing stratgies possess a more effective influence on consumers than those using traditional marketing. Thus, this study focuses on how digital marketing strategies such as online advertising, mobile marketing, email marketing, and social media marketing play a vital role in affecting the consumer purchasing decision. A questionnaire was distributed through online channels among people residing in the UAE. 392 consumers residing in the UAE participated in the study, where the questionnaires was applied using a simple sampling technique. The survey included questions measuring four strategies of digital marketing (email marketing, social media marketing, online advertising, and mobile marketing) and the consumer purchasing decision. The relation between them was measured based on the 392 responses that have been acquired. The data collected was analyzed using the statistical analysis program SPSS, and according to the analysis findings, which demonstrated that the most important factor influencing consumer purchasing decisions is social media, which influences consumer purchasing decisions in a significantly positive way. Additionally, online advertising has a significant impact on consumers purchasing decisions; following that, only age, gender, education level from the demographic factors affect the consumer purchasing decision significantly.
Keywords: Consumer purchasing decision, digital marketing, online advertising, mobile marketing, email marketing, and social media marketing.
Title: THE IMPACT OF DIGITAL MARKETING ON CONSUMER PURCHASING DECISION IN THE UNITED ARAB EMIRATES
Author: Tasnim AlHelali
International Journal of Thesis Projects and Dissertations (IJTPD)
Vol. 11, Issue 2, April 2023 - June 2023
Page No: 12-20
Research Publish Journals
Website: www.researchpublish.com
Published date: 09-May-2023
