The impact of digital advertising channels on the customer buying behavior: The moderating task of advertising strategies

Abstract

Regulators and recent academics are now paying attention to digital marketing because it has become a complete marketing resource that might propel a firm toward success. As a result, the current study explores the impact of several digital advertising channels, including mobile, e-mail, and digital retargeting, on customer purchasing behavior in the Information Technology (IT) business in the UAE. The current research also examines the moderating effects of marketing tactics at the intersection of mobile advertising, digital retargeting, e-mail marketing, and customer purchasing choices in the IT sector of the UAE. To collect data for this study quantitatively, questionnaires were employed to solicit information from respondents, which was then analyzed using smart-PLS. The findings showed that digital retargeting, mobile, and e-mail marketing positively affect customer purchasing behavior in the UAE's IT sector. The results also demonstrated that marketing tactics drastically reduced the associations between mobile, e-mail, and consumer purchasing decisions in the UAE's IT sector. This study gave policymakers recommendations on better focusing on digital advertising, which could boost the organization's success.