Customers' acceptance of digital marketing techniques: the impact of search engine, e-mail, and social media marketing

Shadi Altarifi, Ali Zakariya Al-Quran, Hanan Mohammad Almomani, Mohammed Mousa Eldahamsheh, Anber Abraheem Shlash Mohammad and Sulieman Ibraheem Shelash Al-Hawary

International Journal of Business Innovation and Research, 2024, vol. 34, issue 3, 327-341

Abstract: The aim of this study is to explore customers' acceptance of digital marketing techniques. Based on a literature review on digital marketing research, three techniques were chosen for the purpose of the study: search engine, email, and social media marketing. Data were collected using a questionnaire administered to grocery customers. Ninety-eight questionnaires were returned with a response rate of 65%. Analysing data using IBM SPSS and Smart PLS 3.0, the results found that both search engines and emails had no significant effects on customers' acceptance of digital marketing. On the other hand, the results showed that social media as a common technique among customers had a significant and positive effect on customers' acceptance of digital marketing. The contribution of the study is that it established a link between customer perspectives and digital marketing acceptance. Research implications, recommendations and future research directions are reported.

Keywords: digital marketing acceptance; DMA; customers' perspectives; search engine marketing; SEM; email marketing; social media marketing; SMM. (search for similar items in EconPapers)
Date: 2024
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