E-Marketing and its impact on changing consumer habits and behavior (analytical study)

Abstract

Using an analytical methodology, this study looked at how electronic marketing affected consumers' shifting habits and behavior during times of crisis. The study demonstrated how social media-driven electronic marketing campaigns can influence consumers' decisions in a positive way during times of crisis. The research employed a descriptive analytical methodology. The impact of e-marketing campaigns on consumer decisions is one of the three main hypotheses that form the basis of this study, which may employ a descriptive analytical methodology. Businesses can gain a competitive edge by implementing e-marketing strategies that are flexible and responsive. Security concerns and technical difficulties are regarded as roadblocks that could prevent implementation. Electronic marketing campaigns and marketing strategies were the independent variables in this study, there is an influence relationship and a correlation relationship between the independent and dependent variables. In this case, the dependent variables were consumer decisions and their responses. The study's geographical and temporal boundaries were Iraq and the period from October 15, 2023, to November 15, 2023. Fifty e-marketers were chosen at random to be part of the sample. The survey, which was disseminated through websites and applications, revealed that firms have a competitive edge when their electronic marketing strategies are flexible and responsive. However, it appears that there are barriers that could prevent the use of e-marketing techniques during emergencies, including technical and security issues. Several recommendations were made following the research, one of which was that businesses should comprehend the needs and motivations of various consumer categories in order to develop marketing strategies that are tailored to those differences. In addition to being quick to adapt and maintain flexibility in their marketing strategies in response to potential changes and challenges in the marketing environment, businesses need to encourage the application of efficient technical protection measures and the raising of awareness regarding the significance of electronic security