Publication Details
Abstract
This research aims to analyze the impact of digital marketing strategies on purchasing behavior and the perceived value of the customer, through an applied study on Asia telecom for the period (2010-2024). With the rapid developments in online marketing techniques and social media, there is a need to understand how these strategies affect purchasing decisions and customers' perception of the value offered to them. The research adopted a descriptive analytical approach based on actual data extracted from the company's records and reports, as well as marketing and financial indicators related to the performance of digital campaigns. The data was analyzed using appropriate statistical methods to reveal the nature of the relationship between digital marketing strategies and the purchasing behavior of customers and their perceived value. The results showed that Asia digital marketing strategies during the studied period had a clear and positive impact on enhancing purchasing behavior, as digital campaigns and interactive offers via electronic channels contributed to increasing subscription rates and using services. It was also found that the perceived value of the customer increased due to the quality of the digital experience, ease of access to services, and effective communication across digital platforms, which was positively reflected in the levels of satisfaction and loyalty. In light of the results, the research recommends the need to continue to develop digital marketing strategies and promote innovation in the design of electronic campaigns, focusing on building integrated digital experiences that increase the perceived value of customers and support the continuity of the relationship between them and the company.