The role of digital marketing channels on consumer buying decisions through eWOM in the Jordanian markets

Abstract

As a result of the advanced technological development, the businesses operations have been involved within modern marketing activities to promote their products and services. This study highlights the role of key various digital marketing channels. The study addressed the role of digital marketing channels by using some applications (such as online advertising, social media, emails marketing, and websites search engine) to be examined on the consumer buying decisions with a mediating effect of the eWOM. A quantitative research approach was used to achieve study objectives and examine the hypothesized research framework by using a customized survey questionnaire in the retailing sector. A total of 255 valid responses were considered for further analysis by using SmartPLS3 software to conduct the key analyses. The results revealed the significant effect and role of all digital marketing channels on the consumers buying decisions, with the moderated role of the eWOM on the effect of digital marketing channels on consumer buying decisions. The study offers additional contributions to the existing literature and supports the assumptions to provide a better grasp about the study topic.