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

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…

• BG
  Bowling Green State University
• AO
  Academy of Marketing
• NG
  Nationale Genossenschaft für die Lagerung radioaktiver Abfälle