Regulators and recent academics are now paying attention to digital marketing because it has become a complete marketing resource that might propel a firm toward success. As a result, the current study explores the impact of several digital advertising channels, including mobile, e-mail, and digital retargeting, on customer purchasing behavior in the Information Technology (IT) business in the UAE. The current research also examines the moderating effects of marketing tactics at the intersection of mobile advertising, digital retargeting, e-mail marketing, and customer purchasing choices in the IT sector of the UAE. To collect data for this study quantitatively, questionnaires were employed to solicit information from respondents, which was then analyzed using smart-PLS. The findings showed that digital retargeting, mobile, and e-mail marketing positively affect customer purchasing behavior in the UAE's IT sector. The results also demonstrated that marketing tactics drastically reduced the associations between mobile, e-mail, and consumer purchasing decisions in the UAE's IT sector. This study gave policymakers recommendations on better focusing on digital advertising, which could boost the organization's success.

As a result of the advanced technological development, the businesses operations have been involved within modern marketing activities to promote their products and services. This study highlights the role of key various digital marketing channels. The study addressed the role of digital marketing channels by using some applications (such as online advertising, social media, emails marketing, and websites search engine) to be examined on the consumer buying decisions with a mediating effect of the eWOM. A quantitative research approach was used to achieve study objectives and examine the hypothesized research framework by using a customized survey questionnaire in the retailing sector. A total of 255 valid responses were considered for further analysis by using SmartPLS3 software to conduct the key analyses. The results revealed the significant effect and role of all digital marketing channels on the consumers buying decisions, with the moderated role of the eWOM on the effect of digital marketing channels on consumer buying decisions. The study offers additional contributions to the existing literature and supports the assumptions to provide a better grasp about the study topic.