Elwahidi, Mais N. A. <br/><br/>
THE IMPACT OF DIGITAL MARKETING ON BEHAVIORAL INTENTION TO PURCHASE ONLINE DURING COVID-19 PANDEMIC / 
MAIS N. A. ELWAHIDI; SUPERVISOR: ASST. PROF. DR. IMAN AGHAEI 
 - 61 sheets;  31 cm.  Includes CD 
<br/><br/>Thesis (MA) - Cyprus International University. Institute of Graduate Studies and Research Marketing Management Department 
<br/><br/>Includes bibliography (sheets 55-58) 
<br/><br/> ABSTRACT<br/>Technological growth such as the application of digital marketing allows food industries and restaurants to relate with their customers and at the same time respond to competitors with low resources. There must be prompt and correct information provided by the restaurants to customers who constantly need to know about products or services provided by the restaurants and this can be done through various digital technologies. This research seeks to investigate the effects of digital marketing on the behaviour of customers to purchase food during the COVID-19 pandemic in Ramallah Palestine. The aim of this research is to ascertain the empirical relationship between digital marketing on the behaviour of customers to purchase food during the COVID-19 pandemic in Ramallah Palestine. The research identified the effect of digital marketing and consumer behaviour on food purchase in Ramallah Palestine, It identified how COVID-19 risk influence consumer behavioural intention to purchase food online in Ramallah Palestine and also this study identified how COVID-19 risk influence perceived convenience of e-food ordering in Ramallah Palestine. This research was carried out using customers that patronize food restaurants as sample to ascertain the framework proposed. The data gotten from convenient sampling of 205 customers were analysed using regression analysis and the result arrived at indicated that there is a significant difference in digital marketing with respect to consumer’s behavioural intention to purchase online. The analysis revealed that perception of COVID-19 risk is positively associated with consumer’s perceived convenience of e-food ordering. Finally, the findings revealed that there is significant difference in the perception of COVID-19 risk with respect to consumer’s perceived convenience of e-food ordering.<br/>The study recommended that organizations should invest heavily in digital marketing applications. The development of an integrated marketing strategy is required for businesses, so it can help to tailored their operation needs and ensure their marketing department focus more on digital marketing during the COVID-19 crisis since restrictions have been placed on social engagement. The government should also encourage and mandate food producing organization to prioritize online sales and ordering of food, as this will go a long way in avoiding too much physical engagement during pandemic.<br/>Keywords: Digital Marketing, Restaurants, financial performance, Purchasing behaviour. 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Dissertations, Academic<br/>Restaurants--Dissertations, Academic<br/>Performance--Dissertations, Academic