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Ko, H., Jung, J., Kim, J., & Shim, S. W. (2004). Cross-Cultural Differences in Perceived Risk of Online Shopping. Journal of Interactive Advertising, 4(2), 20-29.

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Article

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

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


Journal of Business and Management Sciences. 2023, Vol. 11 No. 1, 46-62
DOI: 10.12691/jbms-11-1-4
Copyright © 2023 Science and Education Publishing

Cite this paper:
Ahmed Othman Aly Ziko, 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.

Correspondence to: Amal  Asfour, Arab Academy for Science, Technology and Maritime Transport, Graduate School of Business, AASTMT. Email: ahmedziko87@gmail.com

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.

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