The Impact of E-promotion on Purchasing Decision-Making
A Field Study on Insurance Companies in the Syrian Coast
Keywords:
E-promotion - E-advertising - E-public relations - E-personal selling - E-sales activation - Purchasing decision-makingAbstract
This study aimed to identify the impact of the elements of electronic promotional promotion on purchasing decision-making in insurance companies in the Syrian coast, the researcher followed the analytical descriptive approach to describe the phenomenon as it is on the ground, and the questionnaire was used as a tool for the study and collect data related to the dimensions of electronic promotion (electronic advertising - electronic personal selling - electronic public relations - electronic sales activation) and purchasing decision and was distributed to a random sample of (70) customers of these companies, and arithmetic averages and deviations were used.
The study recommended the need to combine the elements of the traditional promotional mix with the elements of the electronic promotional mix, the need for companies to organize training courses in electronic promotion and customer service for service providers, and providing the information needed by the customer audience from electronic promotion sites with credibility to gain the public's confidence in the websites and increase their purchasing intentions.