The Impact of E-Marketing Channels on Online Consumer Buying Behavior

Abstract

The main purpose of this study is to show the Impact of E-Marketing Channels on Online Consumer Buying Behavior of food item companies that are brand branches or official agencies in Kurdistan Region of Iraq - Sulaimani city. The study's sample consists of (82) of employees that are the managers and head of departments from those companies in the city. The most important conclusion of the research is that predicted independent variables of (Social Media, Website and E-mail) are significant and toward positive effect on the response variable (dependent variable) which is Online Consumer Buying Behavior. Furthermore, the results show that (Social Media) and (Website) has the most effects on Online Consumer Buying Behavior. Likewise, the correlation coefficient between Consumer Buying Behavior and Electronic Marketing is positive while the sub-variables of (Social Media and Website) have a stronger relationship with the dependent variable unlike the sub-variable (E-mail) that has a weak relation with the dependent variable. To improve the use of electronic channels for marketing and communication with customers, it is suggested that the management of the companies give more training to the administrative, marketing, sales, customer service, and social media employees, and work more efficiently with these electronic tools.