E-marketing and its Impact on Consumer Behavior and Purchasing Decision

Abstract

This study aimed to demonstrate the impact of electronic marketing on consumer behavior and
the decision to purchase. A questionnaire was used in this study, and was distributed to a number
of 384 individuals from Shaqra Governorate, Saudi Arabia. The study found that the majority of
the sample individuals were browsing electronic stores in order to purchase products at
appropriate prices. The study explains that the decision to purchase among the sample members is
due to personal decisions, and that social media is the most used advertising medium.