The Role of Electronic Marketing in Buying Procedures in Yemeni

Abstract

This research aims to study the role of e-marketing in the buying process in the Yemeni environment in general, whether online purchase or direct purchase from stores, by examining the role of e-marketing in the stages of the buying process and its cycle in creating motivation and making the purchase decision, purchase, product satisfaction and repurchase, In writing the research, the researcher followed the descriptive and analytical approach.Using the questionnaire as a tool to collect data, and process it using data analysis packages (spss), the researcher reached a general conclusion that electronic marketing plays a role in the buying process in the Yemeni environment in its various forms, whether via the Internet or direct purchase from stores.