Volume 11, Issue 10 (October 2024), Pages: 122-130

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 Original Research Paper

The impact of electronic marketing on the purchase behavior of Saudi consumers: An empirical study

 Author(s): 

 Sami Khatam Gubir Al-Ruwaili ¹, Ebrahim Mohammed Al-Matari ^{2, 3,} *, Nasareldeen Hamed Ahmed Alnor ², Afaf Ahmed ⁴, Mohamed Elnair Mohamedain Khogaly ⁵, Duriya Balla Ahmed Mahdi ⁶, Abubkr Ahmed Elhadi Abdelraheem ⁷

 Affiliation(s):

 ¹Department of Business Administration, College of Business, Jouf University, Sakaka, Saudi Arabia
 ²Department of Accounting, College of Business, Jouf University, Sakaka, Saudi Arabia
 ³Faculty of Commerce and Economics, Amran University, Amran, Yemen
 ⁴Business Administration Program, Applied College, King Khalid University, Sarat Abidah, Saudi Arabia
 ⁵Department of Administrative and Financial Sciences, Al-Khafji University College, University of Hafr Al Batin, Al-Khafji, Saudi Arabia
 ⁶Accounting Department, College of Business Administration, Taif University, Taif, Saudi Arabia
 ⁷Accounting Department, College of Business Administration, Prince Sattam Bin Abdulaziz University, Al-Kharj, Saudi Arabia

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 * Corresponding Author. 

  Corresponding author's ORCID profile: https://orcid.org/0000-0001-9247-2766

 Digital Object Identifier (DOI)

 https://doi.org/10.21833/ijaas.2024.10.014

 Abstract

This study aimed to investigate how e-marketing and its various aspects affect the buying habits of Saudi consumers in the service industry in the Al-Jouf region. The researchers used the Partial Least Squares Structural Equation Modeling (PLS-SEM) method to analyze the model after collecting data from the service sector in the Al-Jouf region. The statistical results showed a significant correlation between marketing activities and the purchasing behavior of Saudi consumers, consistent with previous studies. Additionally, the study found a statistically significant relationship between individual factors and the purchasing behavior of Saudi consumers, also in line with previous research. Finally, the study demonstrated a statistically significant link between tangible elements and the purchasing behavior of Saudi consumers. This study offers several important insights that will be valuable for future researchers looking to improve this area of study.

 © 2024 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 E-marketing, Purchasing behavior, Saudi consumers, Service industry, Al-Jouf region

 Article history

 Received 31 March 2024, Received in revised form 22 July 2024, Accepted 3 October 2024

 Acknowledgment

The authors extend their appreciation to the Deanship of Scientific Research at King Khalid University for funding this work through a large-group Research Project under grant number (RGP.2/141/45). The authors would like to thank the Deanship of Graduate Studies and Scientific Research at Jouf University for funding and supporting this research through the initiative of DGSR, Graduate Studies Research Support (GSR) at Jouf University, Saudi Arabia.

 Compliance with ethical standards

 Ethical considerations

All participants provided informed consent, and their confidentiality was protected throughout the study. This research adhered to standard ethical guidelines.

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Al-Ruwaili SKG, Al-Matari EM, Alnor NHA, Ahmed A, Khogaly MEM, Mahdi DBA, and Abdelraheem AAE (2024). The impact of electronic marketing on the purchase behavior of Saudi consumers: An empirical study. International Journal of Advanced and Applied Sciences, 11(10): 122-130

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 Figures

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 Tables

 Table 1 Table 2 Table 3 Table 4 Table 5 Table 6 Table 7 Table 8 Table 9 

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