Digital Marketing: Impact on the Moroccan Consumer


Since the advent of the internet and technological advancement, the human population has evolved to the modern generational index that optimally relies on technology. Internet intensified the connectivity among people from different geographical regions, causing the development of the global village. Individuals attain information about products and services through dynamic internet platforms. Ideally, the significant exchange of details among counterparts fostered the paradigm shift in consumer behavior and the dependence on companies’ capacity for marketing. On the one hand, the internet empowered consumers with sufficient product and service knowledge to make a purchasing decision. On the other hand, the internet provided a niche platform for business owners and investors to market products and services proficiently to the vast global market. Digital marketing steered enterprise growth and development in Morocco through the elevated accessibility of product and service information and niche platform for businesses to advance their processes and operations.

Research Objectives

  • To assess the significance of digital marketing.
  • To evaluate the impact of digital marketing on businesses.
  • To determine the impact of digital marketing on consumers.

Research Methodology


This study focuses on assessing the dynamic attributes influencing consumer behavior among the Moroccans mainly because of the emergence of digital marketing. In the business sector, the competitive advantage enshrines the aptness to boost the customer satisfaction quotient through the coherence of information and the quality standards. Therefore, the researcher will collect data from the target population, analyze and tabulate it to affirm the core effect of the interdependent relationship between business performance and consumer behavior.

Research Design

This study will utilize the exploratory research design and the mixed-method technique in the analysis process. In this case, the researcher will collect data using semi-structured questionnaires with open and closed-ended queries for the respondents. The approach contributes to the collection of coherent insights regarding the perceptive concept of the topical issue. Apart from understanding the key evolutionary level among the consumers, the study seeks further insight into restructuring business performance in the Moroccan marketplace.

Study Area Traits

Morocco is one of the West African countries that marks a significantly high growth rate despite the drawback during the COVID-19 pandemic. Apart from the local business activities, the country optimally benefits from the established 2006 free trade agreement between Morocco and the U.S. (International Trade Association, 2021). In this case, the country experienced a significant growth index mainly because of the intensified trading activities and the transactions between the countries. In 2020, the market closed at $2.3 billion worth of goods exported to Morocco from the U.S. (International Trade Association, 2021). The advanced relationship is attributed to the mark of at least 150 American-based firms in the country with added connections and relations with the European countries (International Trade Association, 2021). Ideally, the Moroccan market indicates proficient performance based on the localized and internationalized marketplace hence the necessity of enhancing the exploitation of digital marketing.

Study Population

The Moroccan consumer market attains apt exposure to technological advancement through the country’s adept establishment of international firms. The intersection of the local and international enterprises significantly contributes to the exploration of the influence of digital marketing. According to the International Trade Administration (2021), it is the government’s responsibility to ensure the development of a competent business environment to enhance a high-quality customer service experience. The elevation of the business environmental performance causes the improvement in transactional outline and the customer satisfaction quotient.

Data Collection

Data will be collected using semi-structured questionnaires as the primary tools of the operation. The method empowers the researcher with the apt capacity to interact with the respondents while collecting data objectively. The intersection of the open and closed-ended queries attributes to the provision of abstract and nominal thoughts and perceptions among the respondents. Therefore, it is necessary to adjust the significant, influential value of digital marketing to the Moroccan consumers mainly because of the opportunities for incorporating the globalization effect on the evolutionary process.

The questionnaire will be designed to ensure the gathering of relevant personal details and queries based on the profound topical issue. The first section will include an excerpt detailing the main purpose of the questionnaires and the research activity. The interviewer and interviewee will sign right below the excerpt confirming the consent to use the details provided for the analysis. The second section of the questionnaire will enshrine the personal details of the respondent. The third section will entail the first question regarding the impact of digital marketing. The fourth section will engulf the second question inquiring about the relationship between digital marketing and business growth. The final section will entail the query on the relationship between digital marketing and consumer behavior.

This study will involve a pilot data collection exercise to ensure the functionality of the questionnaire and the attribution to the main goal of the research. In this case, the piloting will be conducted in one of the regions not targeted for data collection to demonstrate the ability of the respondents to answer the questions effectively. In this case, the core test will affirm the validity of the data collection tool. The reliability of the questionnaires will involve the exploitation of the test-retest method. The process enshrines the repetition of questions in different aspects to ensure consistency and reliability of the respondents’ approach to a particular issue.

Data Analysis

The researcher will collect data and analyze using the SPSS (Statistical Packages for Social Sciences) software. In this case, the questions will be assessed interdependently to ensure the affirmation of the topical issue. Therefore, the researcher will utilize inferential and descriptive approaches, apart from the statistical formulas. As a result, the core factors of comparative analysis involve the ANOVA, regression, and T-tests to ensure the attainment of key objectives of the study.

Data Presentation

The study results will be presented using graphical and tabular illustrations in the standards of a project to ensure comprehension of the core issue. The use of the figures significantly contributes to the objective analysis and comprehension of the impact of digital marketing on Moroccan consumers.

Ethical Consideration

This study will aptly consider dynamic ethical aspects during the process mainly because of the responsibility to adhere to the key aspect of academics. In this case, the first ethical consideration is providing in-text citations and a reference page of the previous literature materials used during the study. The second ethical consideration is seeking consent from the institution to conduct field exercises to collect data for the research. The third ethical consideration involves ensuring the respondents are 18 years old and above while seeking consent to participate in the process.

Literature Review

Evolution of the Literature

There is a significant evolutionary trend concerning digital marketing evaluation and its impact on consumers. Over the decades, a significant percentage of researchers, such as Lăzăroiu et al. (2020), focus on the essence of social media while others articulate the emergent interdependent relationships. According to Fumagalli et al. (2018), the dynamic trends include social media campaigns, corporate branding, consumer behavior, and the supply value chain. These quotients play a proficient role in promoting and advocating for the interdependent relationship between business competence and customer satisfaction. The main purpose of the evolution involves articulating the significance of digital marketing while addressing its effect on consumers and enterprises along the gradient of competitive advantages. The evolution focuses on the empowerment of consumers and sellers through online platforms. Therefore, the entities attain distinctive opportunities to elevate consumer expectations and the key competitive advantages. Researchers further explore competitive advantage development under the spectrum of managing the supply value chain (Jadil et al., 2022). Ideally, this study intensifies the exploration of the interdependence between digital marketing, consumer behavior, and business competence in the Moroccan marketplace.

Significance of Digital Marketing

Social media marketing is an initiative that significantly steers consumer-seller relationships and promotes products and services. According to Lăzăroiu et al. (2020), a significant percentage of companies optimally benefit from social media campaigns due to providing adequate details on products and services to the niche populace. It is crucial to promote the quotient mainly because social media platforms attain popularity, hence browsers’ intense use. Ideally, there is a mutual benefit between corporates and social media platforms under the spectrum of the social media campaign (Lăzăroiu et al., 2020). As a result, it is unnecessary to pay off the channels to enhance effective marketing.

The evolution of the world of commerce is a concept rendering the emergence of distinctive insights regarding monetary exchange. The study by Brunnermeier et al. (2019) depicts the profound effect of the digitalization of money. One of the consequences of integrating digital payment systems involves alleviating the interoperability of platforms. As a result, social media platforms attain profit margins based on competence. Therefore, corporates emerge as determinant quotients regarding the profitability of a channel in the online marketplace. Notably, it is recommended that the organizations pay for the competence since it is a baseline factor for the entities to enhance customers’ purchasing decisions.

Different companies utilize social media platforms for specific purposes due to the intensified competence and evolution in the business culture. Facebook is an excellent example of the corporates that use clients as the laborers of the institutions. According to Fumagalli et al. (2018), the incorporation of online businesses boosts growth mainly because of niche global consumers. Facebook offers a free workspace for clients to interact and market their appeals. However, the company rents the browsing information and sells it to advertisers to customize product and service features. In this case, Facebook attains its targeted profit by selling clients’ details to institutions. Thus, firms don’t need to pay the platforms for customers’ purchasing decisions.

Digital marketing played a significant role in promoting online businesses during the COVID-19 pandemic mainly because of the consumers’ accessibility to dynamic products and services. Mason et al. (2021) articulate that the imminent measures restricting contact among people improved the use of digital platforms to access distinctive products and services. The pandemic led to global economic lockdowns and restrictions of movement. Clients used social media platforms to access product information and purchase via the channels. In this case, social media platforms emerged as pillars for business success despite restrained physical contact with customers. The significant contribution to consumer influx among organizations during the pandemic justifies the pay-off by corporates for customer purchasing decisions through online platforms.

One of the vital factors to competitive business advantage encompasses the apt sellout from the social media platforms. In Schwemmer and Ziewiecki’s (2018) research, the researchers depict a mutual relationship between social media platforms and influencers. An excellent example is the YouTube channel. A social media influencer posts a video, and the higher the number of subscribers, the higher the pay from YouTube. However, the YouTube company attains its profits from promotions and ads. In this case, YouTube embeds promotional content in the influencers’ videos for pay from the respective corporates. Therefore, social media platforms don’t have to get paid for consumers’ purchasing decisions mainly because of mutual benefits.

Impact of Digital Marketing on Businesses

The advent of social media marketing fostered brand communication due to the globalization effect. Research by Voorveld (2019) establishes that the initiative is ethical based on the restriction of content analysis and privacy intrusion. Although companies use consumer data to empower clients with adequate product knowledge, there is optimal personalized brand content. Therefore, the ethical implication lies in the commercialization of social media content with limited moral perception. Effective brand communication entails the interplay of ethical and product informative structures.

Social media platforms fostered an intensified interactive quotient between customers and organizations. Wibowo et al. (2020) argue that the main reason for the implication encompasses the apt presentation of product and service information. The transparency steered increased customer engagement and thus influenced behavioral patterns. Apart from impulse buying, companies adeptly understand consumer needs. Therefore, social media marketing is ethical since it attributes beneficial interaction between consumers and sellers.

Impact of Digital Marketing on Consumers

Social media marketing is an initiative that faces optimal controversy among clients mainly because of the ethical implication. According to Jacobson et al. (2020), advertisers mine consumers’ details on online platforms to customize their products and services. The research indicates that the intensified customer satisfaction justifies the practice under the ethical framework. However, it is unethical to use the data for opinion mining and restructuring customer relations. It is ethical to use the platforms for medical-related research optimally. The main reason is adequate data acquisition with a timely response rate and cheaper cost. Medical practitioners use the big database to determine core solutions to imminent health-based issues. Notably, social media marketing is a practice that significantly contributes to the derivation of vital details regarding health indexes and quotients. Trust between consumers and social media platforms lies in the confines of using the data for product and service customization as the core ethical practice.

The advent of artificial intelligence (A.I.) system intensified the ethical implication in social media marketing. Dwivedi et al. (2021) study indicates that one of the core values of attaining customers’ trust is transparency in data mining and exploitation. However, A.I. focuses on algorithms and analysis with minimal privacy intrusion limitations to consumers. The critical indicator elevating mutual relationship engulfs defining the dynamic variables of data mining and usage. Primarily, it is unethical to use social media marketing under the gradient of A.I. technologies mainly because of unregulated customers’ privacy intrusion.

Customer satisfaction is an essential factor to the competence of a company mainly because of the attributable trickle-down effect of accrued benefits. According to research, customer integration within the supply chain entails two main approaches, segmentation and consumer relationship management (Jadil et al., 2022). The two practices significantly affect an organization’s performance in the marketplace. The optimization of customer satisfaction renders the profound emergence of competitive advantages based on loyalty among clients.

One of the factors that enhances customer integration within the supply chain is the segmentation of the clientele baseline. It is a practice that renders comprehension of consumers’ needs and behavioral patterns. As a result, the employer customizes production based on the needs of the consumers to promote satisfaction and loyalty. Research indicates intersecting customer segmentation within the supply chain ensures the proficient exploitation of resources and the trickle-down effect of the accrued benefits during the production process (Jadil et al., 2022). Therefore, customer segmentation is essential for enhancing customer integration within the supply chain.

In a different spectrum, customer relationship management (CRM) is another strategy that prominently enhances customer integration within the supply chain. According to research, the utilization of CRM initiatives fosters the consideration of consumer needs during the supply chain process improvement (Jadil et al., 2022). The key objective of CRM is to identify customer needs and develop approaches that advance satisfaction levels. Incorporating a CRM framework within the supply chain fosters an understanding of the key initiatives to integrate customers within business operations while enhancing competitive advantage. Managing a supply chain is an initiative that establishes key competitive advantage elements. The integration of customers within supply chain improvement enshrines optimal customer relationship management and segmentation perspectives. The two concepts foster the centralization of consumer needs and satisfactory concerns during the advancement process.

There is a profound influence of the digital market in the Moroccan consumer market. According to Aboudou et al. (2020), it is the responsibility of the business owners in the ready-to-wear brands to transform their traditional communication into digitalized platforms. The researchers argue that the primary goal of the corporate brand encompasses intensifying the identification by different institutions based on reputation. However, it is challenging to attain the main goal mainly because of the highly competitive business environment. The exposure of the Moroccan economy to foreign countries and companies contributed to the utilization of prominent technological standards. Therefore, the key competitive advantage towards enhancing the acknowledgment of the company’s brand encompasses exploiting digital marketing practices.

Social media marketing is a multidimensional phenomenon that impacts the marketability of the platforms and respective corporate subscribers. Lăzăroiu et al. (2020) postulate that consumer decision-making mainly depends on online trust, purchase intentions, and perceived risks. The mainframe fosters the significance of incorporating intersectional values enhancing customer satisfaction and loyalty. Organizations need to pay the social media platforms for consumers’ purchasing decisions due to the effort in the strategic marketing initiative with perceived risk of positive or negative implications. The transaction contributes as an incentive for a product’s competent social commerce campaign.

There is a significant interdependent relationship between customer satisfaction, loyalty, and service experience. The advent of digital marketing altered consumer behavior in the Moroccan market mainly because of the significant empowerment initiative through the initiatives. Despite the efforts to ensure the profound improvement in business practice, one of the essential quotients involved determining the customer satisfaction value. On the one hand, the Moroccan businesses focused on incorporating dynamic cultural representations within the corporate culture to restructure the consumer experience. However, different entities focused on the importance of the interdependent relationship. According to researchers, the key mandate among relevant stakeholders involves boosting corporate branding (Aboudou et al., 2021). The brand of a firm determines its vital position in the marketplace. It is crucial to ensure communication of the products and services among the Moroccan consumers through the distinctive offline and online platforms.

One of the competitive advantages among the businesses in Morocco engulfs understanding the consumer behavioral quotient. Research indicates that the intersection of the variables through digital marketing improves the corporate branding and the advancement of customers’ service experience (Jadil et al., 2022). There are different platforms to utilize for digital marketing by the Moroccan businesses. Although the platforms offer the marketing opportunity, another advantage is the establishment of mediating values regarding customer behavior through feedback. Digital marketing is a multifaceted phenomenon that affirms the necessity of evolving business operations for local and international brands in the Moroccan consumer market. The lack of incorporation of the measure’s risks consumers’ dissatisfaction and poor marketability due to the minimal presence on social media channels.


Consequently, digital marketing is necessary for Morocco’s businesses and consumers mainly because of the proficiency gains. On the one hand, online platforms intensify sharing of information among consumers during purchase decision-making. On the other hand, the Moroccan business community attains the niche for marketing and attaining competent positions based on the efforts to popularize the products and services. Ideally, digital marketing is an emblem mediating the interdependent relationship between business competence and the Moroccan consumer satisfaction index.

Reference List

Aboudou, S., Ichraq, H. and Youssef, M. (2021). ‘The behaviour of connected consumer following communication by social media: exploratory study on Moroccan ready-to-wear brands. Stud.’, Appl. Econ, 38(4). Web.

Brunnermeier, M. K., James, H., and Landau, J. P. (2019). The digitalization of money. National Bureau of Economic Research.

Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., and Wang, Y. (2021). ‘Setting the future of digital and social media marketing research: perspectives and research propositions’, International Journal of Information Management, 59, 102168. Web.

Fumagalli, A., Lucarelli, S., Musolino, E., and Rocchi, G. (2018). ‘Digital labour in the platform economy: the case of Facebook’, Sustainability, 10(6), 1757.

International Trade Administration. (2021). Market Overview. Morocco-Country Commercial Guide. Web.

Jacobson, J., Gruzd, A., and Hernández-García, Á. (2020). ‘Social media marketing: who is watching the watchers?’, Journal of Retailing and Consumer Services, 53, 101774.

Jadil, Y., Rana, N.P. and Dwivedi, Y.K. (2022). ‘Understanding the drivers of online trust and intention to buy on a website: an emerging market perspective’, International Journal of Information Management Data Insights, 2(1). Web.

Lăzăroiu, G., Neguriţă, O., Grecu, I., Grecu, G., and Mitran, P. C. (2020). ‘Consumers’ decision-making process on social commerce platforms: online trust, perceived risk, and purchase intentions’, Frontiers in Psychology, 11, 890. Web.

Mason, A. N., Narcum, J., and Mason, K. (2021). ‘Social media marketing gains importance after Covid-19’, Cogent Business & Management, 8(1).

Schwemmer, C., & Ziewiecki, S. (2018). ‘Social media sellout: the increasing role of product promotion on YouTube’, Social Media+ Society, 4(3).

Voorveld, H. A. (2019). ‘Brand communication in social media: a research agenda’, Journal of Advertising, 48(1), 14-26. Web.

Wibowo, A., Chen, S. C., Wiangin, U., Ma, Y., & Ruangkanjanases, A. (2020). ‘Customer behavior as an outcome of social media marketing: the role of social media marketing activity and customer experience’, Sustainability, 13(1), 189. Web.

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