The Impact of Digital Marketing on Consumer Buying Behavior in Saudi Arabia: Brand Popularity as a Mediator

Abstract

The purpose of this research was to analyze the impact of digital marketing on consumer buying behavior, consumer purchasing decisions, and brand popularity. The aim of the results is to provide the importance of digital marketing in the current business environment. The current research adopted a quantitative research approach with primary data collected from 200 respondents. The research used data from a questionnaire circulated among the research respondents who were surveyed online, and data were analyzed through SPSS software. The outcomes of the research reflect that digital marketing has a positive and significant impact on brand popularity, consumer buying behavior, and consumer purchasing decisions in Saudi Arabia. The current research outcomes can be applied to improve the digital marketing strategy of any organization. Managers can modify their digital marketing business strategy to improve brand popularity. Only one independent variable was used in the current study: digital marketing through social media (Snapchat, TikTok, and Twitter) in Saudi Arabia. Future studies can be conducted via integrating different digital marketing variables.