This dissertation examines the impact of e-marketing on consumer purchase decisions, addressing the increasing importance of online marketing in today's competitive business environment. It begins by defining e-marketing and its role in modern commerce, then explores the various factors that influence consumers' online purchase decisions, including merchandising, customer service, website navigation, and security. The research adopts a pragmatic philosophy, utilizing both positivist and interpretivist approaches, and employs deductive research logic, drawing upon existing theories and models. Ultimately, the study seeks to provide insights that can help businesses refine their e-marketing strategies to attract and retain customers more effectively. Desklib provides access to this document and many other solved assignments.
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