Factors Affecting Digital Marketing Success in Jordan
Mohammad Mousa Eldahamsheh, Hanan Mohammad Almomani, Ali Khaled Bani-Khaled, Ali Zakariya Al Quran, Sulieman Ibraheem Shelash Al-Hawary, Anber Abraheem Shlash Mohammad
Abstract
Exploring factors affecting digital marketing success gains a great importance among academics and practitioners. Hence, the aim of this study is first to identify factors affecting digital marketing success, and, second, to test the effects of customer-dependent and firm-originated factors on digital marketing success using filed data. Data were collected by a questionnaire distributed to a sample of marketing managers in food retailing firms, and analyzed using IBM SPSS 25.0 Amos 22.0. The results revealed that both customer-dependent and firm-originated factors have significant and positive effects on digital marketing success. Results were discussed in line with prior works. Conclusion, academic and managerial implications along with limitations and future research suggestions are reported.