Title: Customers' acceptance of digital marketing techniques: the impact of search engine, e-mail, and social media marketing

Authors: Shadi Altarifi; Ali Zakariya Al-Quran; Hanan Mohammad Almomani; Mohammed Mousa Eldahamsheh; Anber Abraheem Shlash Mohammad; Sulieman Ibraheem Shelash Al-Hawary

Addresses: Marketing Department, University of Petra, Amman 00962, Jordan ' Department of Business Administration, Faculty of Economics and Administrative Sciences, Al al-Bayt University, P.O. Box 130040, Mafraq 25113, Jordan ' Department of Business Administration, Faculty of Economics and Administrative Sciences, Al al-Bayt University, P.O. Box 130040, Mafraq 25113, Jordan ' College of Business Administration, American University in the Emirates, Dubai, United Arab Emirates ' Marketing Department, Faculty of Administrative and Financial Sciences, Petra University, P.O. Box: 961343, Amman 11196, Jordan ' Department of Business Administration, Faculty of Economics and Administrative Sciences, Al al-Bayt University, P.O. Box 130040, Mafraq 25113, Jordan

Abstract: The aim of this study is to explore customers' acceptance of digital marketing techniques. Based on a literature review on digital marketing research, three techniques were chosen for the purpose of the study: search engine, email, and social media marketing. Data were collected using a questionnaire administered to grocery customers. Ninety-eight questionnaires were returned with a response rate of 65%. Analysing data using IBM SPSS and Smart PLS 3.0, the results found that both search engines and emails had no significant effects on customers' acceptance of digital marketing. On the other hand, the results showed that social media as a common technique among customers had a significant and positive effect on customers' acceptance of digital marketing. The contribution of the study is that it established a link between customer perspectives and digital marketing acceptance. Research implications, recommendations and future research directions are reported.

Keywords: digital marketing acceptance; DMA; customers' perspectives; search engine marketing; SEM; email marketing; social media marketing; SMM.

DOI: 10.1504/IJBIR.2024.139230

International Journal of Business Innovation and Research, 2024 Vol.34 No.3, pp.327 - 341

Received: 16 Feb 2021
Accepted: 29 Jun 2021
Published online: 28 Jun 2024 *

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