DIGITAL MARKETING AND ONLINE PURCHASING IN SAUDI ARABIA: EXPLORING GENERATIONAL DIFFERENCES

Abstract

This is the age of digital marketing when individuals want to make decisions using digital tools. Consequently, this study aimed to investigate the impact of various digital marketing aspects, including social media marketing, email marketing, and website marketing, on customer purchase decisions among three generations: baby boomers, generation X, and generation Y. This study was quantitative and cross-sectional. The data was collected from respondents in the City of Riyadh, Saudi Arabia, using a survey and a sampling technique known as purposive sampling. The usability rate was 63.63 percent. The collected data were evaluated using the SPSS regression model. The study's findings indicate that all three generations prefer internet shopping. However, generation Y respondents prefer digital marketing tools over the other two generations. These findings are useful for policymakers in developing initiatives and academics in their future research endeavors.