The influence of digital marketing techniques on consumer impulse buying applied on e-retailers.
Bahgat Abaza, O., Rasheed Gaber, H., Negm, E. (2023). The influence of digital marketing techniques on consumer impulse buying applied on e-retailers.. EKB Journal Management System, 14(4), 1501-1535. doi: 10.21608/jces.2023.337623
Ola Bahgat Abaza; Hazem Rasheed Gaber; Eiman Negm. "The influence of digital marketing techniques on consumer impulse buying applied on e-retailers.". EKB Journal Management System, 14, 4, 2023, 1501-1535. doi: 10.21608/jces.2023.337623
Bahgat Abaza, O., Rasheed Gaber, H., Negm, E. (2023). 'The influence of digital marketing techniques on consumer impulse buying applied on e-retailers.', EKB Journal Management System, 14(4), pp. 1501-1535. doi: 10.21608/jces.2023.337623
Bahgat Abaza, O., Rasheed Gaber, H., Negm, E. The influence of digital marketing techniques on consumer impulse buying applied on e-retailers.. EKB Journal Management System, 2023; 14(4): 1501-1535. doi: 10.21608/jces.2023.337623

The influence of digital marketing techniques on consumer impulse buying applied on e-retailers.

المجلة العلمية للدراسات التجارية والبيئية
Article 74, Volume 14, Issue 4, October 2023, Page 1501-1535  XML PDF (739.25 K)
Document Type: المقالة الأصلية
DOI: 10.21608/jces.2023.337623
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Authors
Ola Bahgat Abaza* 1; Hazem Rasheed Gaber* 2; Eiman Negm* 2
1Master’s Researcher, Arab Academy for Science, Technology and Maritime Transport
2Associate Professor of Business Administration, Arab Academy for Science, Technology and Maritime Transport
Abstract
      Purpose: The purpose behind this academic paper is to comprehensively to analyze and explore the influence of digital marketing techniques on consumer impulse buying behavior. In the dynamic landscape of digital marketing, where social media influencers, personalized ads, reviews, and sponsored content dominate, understanding their impact on impulsive consumer decisions is influential. This paper also seeks to compile the body of research by looking at the psychological, social, and cultural factors that influence impulsive internet buying.
      Methodology: The data was gathered and collected from both primary data and secondary data, the researcher used previous articles that have studied digital marketing techniques and impulse buying. As well as conducting online questionnaires. With the aim of the research, quantitative method has been used through conducting questionnaires between people who use online shopping apps or got exposed to them. An online questionnaire was conducted among 580 respondents from both genders to know their opinion, then the analysis of the data was done by using STATA program.
      Results: After analyzing the data, it was found that social media influencers have a significant weak yet positive relationship on consumer impulse buying and the results also indicated that personalized ads have a significant weak positive relationship on consumer impulse buying. Besides, reviews have significantly weak positive relationship on impulse buying as well. Finally, there is a significant but moderate relationship between sponsored ads and consumer impulse buying. 
Keywords
Digital marketing; social media influencers; personalization of ads; online reviews; sponsored ads and impulse buying
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