The current research main purpose is to examine the effect of digital marketing on both value creation and customer satisfaction. The literature was reviewed for the relevant existing studies to address the knowledge gap that has not been fulfilled before by a proposed integrative model. A quantitative research approach was used in this study to investigate the hypothesized proposed model with a survey questionnaire to collect data from the sample of customers of telecommunication firms operating in Jordan. The instrument was developed and customized to achieve the research objectives. With a total of 315 valid and complete returned questionnaires, the research has analyzed the data collected by using the PLS-SEM approach to run the essential analysis procedures and test the hypothesized statements. The results showed a significant and positive effect of digital marketing on both value creation and customer satisfaction. The research would contribute to providing more understanding of the issues related to this topic and filling research gaps and provide some new knowledgeable and theoretical research implications.

This study aims to investigate the effect of digital marketing, social media marketing and electronic word-of-mouth EWOM, on the purchase intention with moderating effect of brand equity. A quantitative research approach was used to achieve the research objectives. The data was collected from a sample consisting of 254 online shoppers of IKEA Jordan. By using a random sampling technique, the data was collected through an electronic questionnaire. Statistical analyses were conducted such as data normality and scale reliability by using IBM SPSS 21 software, followed by measurement model and hypothesis testing by using Smart PLS3 software. The results assessed the validity of the measurement model, structural model as well moderation analysis that was conducted based on the study objectives. The findings confirmed the assumptions which stated the digital marketing had a positive significant effect on purchase intention, and the moderating effect of brand equity revealed a significant effect. The study has contributed to the existing literature by providing future research suggestions and directions linked to this topic in the context of Jordan social media marketing and shopping.