Title: Impact of digital marketing on purchasing intentions and customer relationship management for Oman's e-commerce: the mediating role of trust

Authors: Santhosh Kumar S; Sandip Shinde; Abdul Kadir Khan

Addresses: College of Economics and Business Administration, University of Technology and Applied Sciences, Alkhuwair-33 Muscat, Oman ' College of Economics and Business Administration, University of Technology and Applied Sciences, Alkhuwair-33 Muscat, Oman ' College of Economics and Business Administration, University of Technology and Applied Sciences, Alkhuwair-33 Muscat, Oman

Abstract: This study examines the relationship between digital marketing, purchasing intentions, and customer relationship management (CRM) in Oman's e-commerce, emphasising the mediating role of trust. Utilising the theory of planned behaviour (TPB), it examines how digital marketing influences consumer purchasing intentions and its impact on effective CRM. Analysis of demographic data from 156 participants using SmartPLS, coupled with reliability and validity assessments, reveals the positive influence of digital marketing on purchasing intentions and CRM, highlighting trust as a crucial mediator. The findings offer theoretical advancements and practical insights for businesses in Oman's e-commerce sector.

Keywords: digital marketing; e-commerce; purchase intention; customer relationship management; CRM; Oman; SmartPLS.

DOI: 10.1504/IJPMB.2025.145993

International Journal of Process Management and Benchmarking, 2025 Vol.20 No.2, pp.243 - 263

Received: 19 Feb 2024
Accepted: 10 Mar 2024
Published online: 01 May 2025 *

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