Global Journal of Economics and Business

Volume 9 - Issue 2 (9) | PP: 333 - 351 Language : العربية
DOI : https://doi.org/10.31559/GJEB2020.9.2.9
1082
99

A proposed model for measuring the impact of digital marketing on consumer purchasing trends with brand credibility as an intermediate variable

Motaz Talat Mohammad Abdullah ,
Naif Laeq Jadoua Alanezy ,
Motasem Eqab Almasoud
Received Date Revised Date Accepted Date Publication Date
24/6/2020 18/8/2020 4/9/2020 28/10/2020
Abstract
The study aimed to identify the reality of digital marketing in Zain in the Kingdom of Saudi Arabia as a first major goal, and to identify the impact of digital marketing on consumer purchasing trends with brand credibility as an intermediate variable as a second major goal. The researchers used the descriptive analytical method, and he designed a questionnaire that includes three main axes: digital marketing, brand credibility and purchasing trends. There are 120 employees out of a total of 600 employees. The total number of sales employees in all of its channels (branches - direct sales - indirect sales - company sales - sales the strategy - digital sales - and E - Shop market at Zain Telecom) in the Riyadh region. The study recommended that further studies are necessary to determine the factors that lead to raising the level of digital marketing with its dimensions and purchasing trends in its dimensions, therefore having an impact on the economy in the Kingdom. The study also recommended the need to maintain this high level, while working to increase it if possible, and to generalize the experience of Zain Communications Company to the rest of the companies to benefit from it. That direction.


How To Cite This Article
Abdullah , M. T. M., et al. (2020). A proposed model for measuring the impact of digital marketing on consumer purchasing trends with brand credibility as an intermediate variable . Global Journal of Economics and Business, 9 (2), 333-351, https://doi.org/10.31559/GJEB2020.9.2.9

Copyright © 2024, This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.