Digital Marketing's Influence on Consumer Purchasing Decision: A Case Study in Iraq

Abstract

Examining the effects of digital marketing on customer purchase decisions was the main goal of this study.Specific objectives guided the study, including the evaluation of digital marketing platforms in Iraq with the ability to impact purchasing decisions and the identification of product categories that customers purchased on digital media platforms. Although the corporation is not completely responsible for the purchase choice process of consumers, It is a comprehensive procedure that takes into account psychological aspects, social influence, word-of-mouth, cultural values, and financial level. A total of 250 questionnaires were delivered, with the exclusion of the unfinished surveys, and 220 usable samples were obtained, yielding an overall response rate of 88%. Multiple regressions, reliability tests, correlation tests, and descriptive analysis were all employed in this study. The findings of this study also demonstrated the major effect of digital marketing on customer purchase decisions, including social media marketing and mobile marketing. Hypothesis testing, however, showed that various well-known digital marketing platforms in Iraq had an impact on students' behavior. Through digital media platforms, students in Iraq make purchases across a wide range of product categories, and digital marketing has an impact. In the end, firms need to implement plans to harness the digital world and technology as well as raise brand recognition through online media in order to compete in today's business climate.

Consumer Behavior in Marketing 4.0: Social Media Marketing and Website Marketing on Purchasing Decisions through TAM As a Mediating Variable

“…This is proven by previous research which stated that social media marketing can maximize consumers' purchase decisions (Okadiani et al, 2019;Wuisan & Handra, 2023). This is in line with similar research that stated that digital marketing, which is a website in this case, can increase the potential purchase decision of consumers (Al Sukaini, 2022;Putri, 2021).…”

The Impact of Digital Marketing Management on Customers Buying Behavior: Case Study of Soran City

“…That's It also includes using e-mail to develop relationships with hidden customers and/or Customers at best, Email marketing allows businesses to keep their customers they notify and adapt marketing messages to their customers (Godwin, 2019). Mobile marketing: Mobile advertising has fast acquired prominence as newest and most important digital marketing platforms consequently; mobile marketing is now the most widespread, fast, inexpensive, and most current marketing platform, allowing users to gain details and characteristics of appealing goods rapidly and effortlessly (Al Sukaini, 2022). Online affiliate marketing: Member marketing is the process of earning commissions by promoting other people's (or company's) products Member advertising is an online marketing channel, where an advertiser pays a blogger, website owner, platform to promote it Advertiser's products or services on its blog, web site or platform (Godwin, 2019).…”

The Impact of Digital Marketing Management on Customers Buying Behavior: Case Study of Soran City

“…Table (1) indicate the descriptive Statistics (frequency) of the demographic variables. The research examines the impact of digital marketing on customer buying behavior, and the results show some interesting patterns based on demographic factors such as gender, age, education level, residential area, and monthly income.…”