Influence of Digital Marketing Techniques on Consumer Behavior for Mobile Services

Abstract

The aim of this research was to explore how different digital marketing techniques, such as video marketing, internet advertising, email marketing, and SEO, impact consumer behavior regarding mobile services offered by Zain Telecom in Amman, Jordan. A simple random survey method was employed, with 445 questionnaires distributed to Zain Telecom customers in Amman. After excluding incomplete responses, 405 completed questionnaires were analyzed using multiple regression, descriptive analysis, and reliability testing. The findings indicate that all the independent variables significantly influence consumer behavior in purchasing mobile services, with email marketing exhibiting the strongest impact. Consequently, the study suggests an increased investment in email marketing techniques