The impact of electronic marketing on the purchase behavior of Saudi consumers: An empirical study

Abstract

This study aimed to investigate how e-marketing and its various aspects affect the buying habits of Saudi consumers in the service industry in the Al-Jouf region. The researchers used the Partial Least Squares Structural Equation Modeling (PLS-SEM) method to analyze the model after collecting data from the service sector in the Al-Jouf region. The statistical results showed a significant correlation between marketing activities and the purchasing behavior of Saudi consumers, consistent with previous studies. Additionally, the study found a statistically significant relationship between individual factors and the purchasing behavior of Saudi consumers, also in line with previous research. Finally, the study demonstrated a statistically significant link between tangible elements and the purchasing behavior of Saudi consumers. This study offers several important insights that will be valuable for future researchers looking to improve this area of study.