Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


The Impact of Digital Marketing on Customers Behaviors and Enterprises

Author(s): Nouf Aleisa, Noura Alamri, Zainab Al-habeeb, Mahmood Maqsood, Hoda Mahmoud AboAlsmh, Ibrahim Tawfeeq Alsedrah, Zahra Afridi

Generally, electronic marketing is the use of all internet advertising channels to promote a company's brand of goods as a more engaging option. This is associated with the ubiquity of internet technology, which makes it possible to carry out many marketing techniques digitally. In our world today, Businesses are recommended to make the best use out of these platforms to develop more innovative and competitive business practices. This paper aims to look at the phenomenon of digital marketing and consider the role that effective digital marketing plays in the growth of MSMEs sized businesses' ability to function successfully. This research reviewed the impact of electronic marketing on both enterprises and customers behavior. In addition to identifying some of the effective tools that can be used by businesses to apply digital marketing effectively. Biometric analytics was applied, and according Summon data base showed decline in the number of articles between 2002 and 2021. According to Research Gate, the results concerning the highest citation literature review between 2000 and 2022 highlighted that 2014 recorded the highest citation. University of Washington library data base have demonstrated the highest peak of publication occurred in 2018.

Get the App