IDEAS home Printed from https://ideas.repec.org/a/ids/ijpmbe/v20y2025i2p243-263.html
   My bibliography  Save this article

Impact of digital marketing on purchasing intentions and customer relationship management for Oman's e-commerce: the mediating role of trust

Author

Listed:
  • Santhosh Kumar S;
  • Sandip Shinde
  • Abdul Kadir Khan

Abstract

This study examines the relationship between digital marketing, purchasing intentions, and customer relationship management (CRM) in Oman's e-commerce, emphasising the mediating role of trust. Utilising the theory of planned behaviour (TPB), it examines how digital marketing influences consumer purchasing intentions and its impact on effective CRM. Analysis of demographic data from 156 participants using SmartPLS, coupled with reliability and validity assessments, reveals the positive influence of digital marketing on purchasing intentions and CRM, highlighting trust as a crucial mediator. The findings offer theoretical advancements and practical insights for businesses in Oman's e-commerce sector.

Suggested Citation

  • Santhosh Kumar S; & Sandip Shinde & Abdul Kadir Khan, 2025. "Impact of digital marketing on purchasing intentions and customer relationship management for Oman's e-commerce: the mediating role of trust," International Journal of Process Management and Benchmarking, Inderscience Enterprises Ltd, vol. 20(2), pages 243-263.
    • Handle: RePEc:ids:ijpmbe:v:20:y:2025:i:2:p:243-263
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=145993
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijpmbe:v:20:y:2025:i:2:p:243-263. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=95 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.