The Impact of Digital Marketing Tools on Consumers Behavior: A Case Study—Jordan

The study aims to identify the impact of digital marketing tools on consumer’s behavior in the city of Zarqa. In order to achieve the objectives of the study, the descriptive analytical approach relied on using a simple random sampling method. The study found that the use of digital marketing tools has a statistically significant effect combined and solely (search engines, content marketing, e-mail, and social media) on consumer’s behavior. Knowing that social media is the most influential variable on consumers behavior, while the least impactful variable is content marketing. However, the study recommended the marketers need to pay attention to digital marketing tools because of their clear impact on consumers behavior, as well as commodity marketers need to take care of digital marketing tools because of their clear and prominent impact on consumers behavior. In addition, the necessity to conduct an economic feasibility study for digital marketing through content marketing, which showed a weak influence on the consumers behavior compared to other digital marketing tools.