The Impact of Digital Marketing on Consumer Buying Behavior in Saudi Arabia: Brand Popularity as a Mediator

Abstract

The purpose of this research was to analyze the impact of digital marketing on consumer buying behavior, consumer purchasing decisions, and brand popularity. The aim of the results is to provide the importance of digital marketing in the current business environment. The current research adopted a quantitative research approach with primary data collected from 200 respondents. The research used data from a questionnaire circulated among the research respondents who were surveyed online, and data were analyzed through SPSS software. The outcomes of the research reflect that digital marketing has a positive and significant impact on brand popularity, consumer buying behavior, and consumer purchasing decisions in Saudi Arabia. The current research outcomes can be applied to improve the digital marketing strategy of any organization. Managers can modify their digital marketing business strategy to improve brand popularity. Only one independent variable was used in the current study: digital marketing through social media (Snapchat, TikTok, and Twitter) in Saudi Arabia. Future studies can be conducted via integrating different digital marketing variables.

Online Trust Determinants, Consumer Perception, and Purchase Intent in Saudi E-Commerce: Exploring Determinants and Evidence

“…Consumer perception was measured through user feedback, reviews, and perceived risks, using a quantitative approach with survey methods to gather empirical evidence (McKnight et al, 2002). This study contributes insights into e-commerce in Saudi Arabia by offering valuable information on factors influencing consumer trust and purchase intentions in the dynamic digital marketplace (Alanmi and Alharthi, 2023). The Kingdom of Saudi Arabia has witnessed a remarkable surge in online shopping, indicative of a significant shift in consumer behaviour towards e-commerce (Al Hamli and Sobaih, 2023).…”

“…While prior studies have explored various aspects of online trust and consumer behaviour globally, there is a shortage of research focusing specifically on the unique sociocultural dynamics of the Saudi Arabian market (e.g. Alanmi and Alharthi, 2023). However, based on an extant review of prior research, limited empirical studies have been conducted to examine the effect of online consumer reviews on both consumer online trust and the perceived risk of e-commerce platforms.…”