@article{jbms20231114,
author={{Ziko, Ahmed Othman Aly and Asfour, Amal},
title={Effect of Digital Marketing on Consumer Buying Behaviour in the Modern Trade Sector in Egypt},
journal={Journal of Business and Management Sciences},
volume={11},
number={1},
pages={46--62},
year={2023},
url={http://pubs.sciepub.com/jbms/11/1/4},
issn={2333-4533},
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.},
doi={10.12691/jbms-11-1-4}
publisher={Science and Education Publishing}
}