Digital marketing and its role in making the consumer's purchase decision An analytical study of the opinions of a sample of users of mobile communications networks in Iraq

The current study aims to test the correlation and influence relationships between research variables (digital marketing and consumer's purchase decision). The research hypotheses were designed to test these relationships, and after conducting the statistical analysis, it was found that there are correlation and influence relationships, and thus the hypotheses are accepted. The research used the questionnaire as a tool to collect data from the target sample, who are users of mobile communications networks in Iraq, and the spss statistical program was used to interpret the sample's answers. The research reached conclusions related to the importance of digital marketing tools in influencing the consumer's purchase decision.

کلیدواژه ها:

digital marketing ، consumer's purchase decision ، mobile communications networks ، consumer behavior .