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Purpose: An analysis of the digital marketing techniques literature shows growing of these techniques among students at the University of Mosul. In order to achieve this goal, the study model was designed initially to address changes and competitive challenges. Therefore, this research aims to study the effect of using digital marketing techniques on purchasing behavior through the mediating role of electronic word of mouth (e-WOM) to support the achievement of the Sustainable Development Goals. Design/methodology/approach: The descriptive analytical approach was adopted to test the proposed model of technique whose validity was verified using survey data from (350) individuals. This study used (Amos 24) which is a structural equation modeling (SEM) software and a statistical technique to assess factor relationships. Results: The results of the study variables and their dimensions indicate that there is a significant impact relationship between digital marketing techniques and purchasing behavior. There is also a significant impact relationship between digital marketing techniques and e-WOM. There is also a significant impact relationship between e-WOM and purchasing behavior. There is a significant impact of digital marketing techniques on purchasing behavior through the mediating role of e-WOM. This indicates the ability of the study sample individuals to diagnose and know the concepts adopted by the study and attempt to diagnose them through the field aspect. Originality/Value: The identified factors play a major role in individuals' intentions towards using digital marketing techniques in purchasing behavior through the mediating role of e-WOM. The results of this study contribute to helping individuals build their needs and desires with high quality and distinct specifications.
Ahmed et al. (Tue,) studied this question.