The influence of digital marketing techniques on consumer impulse buying applied on e-retailers.

Bahgat Abaza, Ola; Rasheed Gaber, Hazem; Negm, Eiman

doi:10.21608/jces.2023.337623

The influence of digital marketing techniques on consumer impulse buying applied on e-retailers.

نوع المستند : المقالة الأصلية

المؤلفون

¹ Master’s Researcher, Arab Academy for Science, Technology and Maritime Transport

² Associate Professor of Business Administration, Arab Academy for Science, Technology and Maritime Transport

10.21608/jces.2023.337623

المستخلص

      Purpose: The purpose behind this academic paper is to comprehensively to analyze and explore the influence of digital marketing techniques on consumer impulse buying behavior. In the dynamic landscape of digital marketing, where social media influencers, personalized ads, reviews, and sponsored content dominate, understanding their impact on impulsive consumer decisions is influential. This paper also seeks to compile the body of research by looking at the psychological, social, and cultural factors that influence impulsive internet buying.
      Methodology: The data was gathered and collected from both primary data and secondary data, the researcher used previous articles that have studied digital marketing techniques and impulse buying. As well as conducting online questionnaires. With the aim of the research, quantitative method has been used through conducting questionnaires between people who use online shopping apps or got exposed to them. An online questionnaire was conducted among 580 respondents from both genders to know their opinion, then the analysis of the data was done by using STATA program.
      Results: After analyzing the data, it was found that social media influencers have a significant weak yet positive relationship on consumer impulse buying and the results also indicated that personalized ads have a significant weak positive relationship on consumer impulse buying. Besides, reviews have significantly weak positive relationship on impulse buying as well. Finally, there is a significant but moderate relationship between sponsored ads and consumer impulse buying.

الكلمات الرئيسية