مجلة ريحان للنشر العلمي مجلة علمية، محكمة، شهرية، مفتوحة الوصول
الدور المعدل للتسويق الرقمي في العلاقة بين السلوك الشرائي لدى المستهلك وزيادة الحصة السوقية بالتطبيق على شركة النيل للمياه الغازية والعصائر الطبيعية
The study examined the modified role of digital marketing in the relationship between the consumer’s purchasing behavior and the increase in the market share by applying it to the Nile Company for Soft Water and Natural Juices. The study aimed to identify the modified role of digital marketing in the relationship between the consumer’s purchasing behavior and the increase in the market share by applying it to the Nile Company for Soft Water and Natural Juices. The descriptive approach was used, the study relied on a random sample, and a questionnaire was designed to collect data. (111) questionnaires were distributed to managers, their deputies, heads of departments and various administrative units, with the exception of the working-class segment in the Nile Company for soft water, natural juices and healthy water. The results of the study showed that there is a relationship between consumer purchasing behavior and market share after (attraction), retention as a dimension of digital marketing modifies the relationship between consumer purchasing behavior and attraction, communication as a dimension of digital marketing modifies the relationship between consumer purchasing behavior and attraction. The study recommended several recommendations, including: Enhancing the tendency of the Nile Company for soft water, natural juices and healthy water to keep pace with global developments and respond to all consumer segments of the company’s products in order to modify their purchasing behavior in terms of needs, desires and preferences through product diversity, and the participation of consumers in their opinions, which helps companies to provide distinguished products that It meets their needs and increases their purchasing power.
Keywords: Attraction, Communication, Digital Marketing, Increasing Market Share, Marketing.
Dr.Abubaker Amer Mohamed LOGMA, Assistant Professor, ALsalam University, Faculty of Administrative and Financial Sciences, Administration, Department – SUDAN
Dr. Mohmmed Mukhtar Ibrahim AHMED, Associate Professor-University of Kordofan, Faculty of Economics and Business Studies, Administration Department – SUDAN
Dr. Siddig Abdelrahman Shoaib SALEH, Assistant Professor, University of Al Butana Faculty of Management Sciences and Economics, Administration Department – SUDAN
Dr. Mokhtar Mohammed Khalil IBRAHIM, Assistant Professor, Karary University- Faculty of Economics and Administrative Sciences, Administration Department – SUDAN
