Business Studies Journal (Print ISSN: 1944-656X; Online ISSN: 1944-6578)


Impact of Digital Marketing on Customer Experience: A Case Study In Iran

Author(s): Mansoureh Zare, Roya Mahmoudi, Ali Reza Honarvar, Sahar Abdipoor

People increasingly use online environments to make purchases regarding the widespread digital environment and Internet applications. Online businesses, as a major part of people's daily lives, are strongly competing in this market. Nowadays, marketing in the digital space and creating a positive customer experience are regarded as one of the most effective strategies for business growth and a necessity for all organizations, respectively. So far, companies have been able to apply digital technologies to improve customer experience; however, scientific resources are still limited for studying the digital marketing impact on customer experience. This research aims to develop a scientific knowledge-based conceptual model, and its influential findings allow managers to develop their new strategies for providing a better customer experience. Accordingly, a sample of 385 Snapp customers in Iran participated in SEM through Smart PLS to investigate the proposed model. The results demonstrate that the considered dimensions of digital marketing (Social media, Search Engine Optimization, Two-sided market, Contextual interaction`, Consumer behavior) influence the customer experience.
Get the App