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Information Sciences Letters

Information Sciences Letters

Abstract

The study’s goal is to see how e-marketing affects marketing performance in Jordan, as assessed by consumer satisfaction and loyalty. The basic data for this study was gathered using a convenient sampling method. The research was conducted using a self- report questionnaire as the primary tool. The data was acquired from a sample of 217 e-marketing users using a questionnaire. The study hypotheses were tested using SPSS 24.0, AMOS 23.0, and Smart PLS 3.0. The results showed that e-marketing had significant positive effects on both customer satisfaction and customer loyalty. The contribution made by the study is that measuring marketing performance is not done by evaluating the e-marketing process itself or the tools used in it, such as search engines, but through the results of this process, like customer satisfaction and customer loyalty.

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