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Journal of Business and Management Sciences. 2023, 11(1), 46-62
DOI: 10.12691/JBMS-11-1-4
Original Research

Effect of Digital Marketing on Consumer Buying Behaviour in the Modern Trade Sector in Egypt

Ahmed Othman Aly Ziko1 and Amal Asfour1,

1Arab Academy for Science, Technology and Maritime Transport, Graduate School of Business, AASTMT

Pub. Date: January 15, 2023

Cite this paper

Ahmed Othman Aly Ziko and Amal Asfour. Effect of Digital Marketing on Consumer Buying Behaviour in the Modern Trade Sector in Egypt. Journal of Business and Management Sciences. 2023; 11(1):46-62. doi: 10.12691/JBMS-11-1-4

Abstract

This research paper examines digital marketing channels (E-mail Marketing, Mobile Marketing, and Social media Marketing) for marketers. It analyzes the effect of these channels on the consumer buying decision process in the Egyptian market in the modern trade sector. The author in the research paper researched an online questionnaire. The questionnaires were administered based on a simple sampling method and obtained in the Egyptian market. 275 questionnaires were distributed, and 275 available samples were collected, resulted in a response rate of 100% to all those who chose to participate. Findings indicate that all E-mail Marketing, Mobile Marketing and Social Media Marketing have positive effect on the consumer buying decision process in the Egyptian market in the modern trade sector and that between the independent variables; Mobile marketing has greater impact on consumer buying decision process, then E-mail marketing and Social media marketing respectively.

Keywords

digital marketing, consumer behavior, modern trade sector, email marketing, mobile marketing, social media marketing

Copyright

Creative CommonsThis work is licensed under a Creative Commons Attribution 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

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