Document Type : Research Article


Assistant professor of business Administration, collage of business Administration, Tabuk University


This paper aims to study impactof electronic marketing tools, and electronic word of
mouth on online purchase intention: empirical study on university Students in Tabuk, and
also aim to study the different tools of Electronic marketing. The objective of this study is
To examine the impact of E M tools on online purchase intention, the study aims to
examine the impact of E W O M on online purchase intention, andto find out what is the
most effective tool of E M impact on online purchase intention.The study was conducted
in University of Tabuk in Saudi Arabia , the research hypotheses was adopted based on
the previous studies, and Based on variables of the study . The researcher used the
descriptive analytical method; The Data was collected through Field research
(questionnaire) among 120 respondents. The results show there was a positive
correlation between electronic marketing tools and online purchase intention among
university students. This study recommends that companies should move away from
conventional marketing techniques and inculcate electronic marketing into their marketing
plans in order to better stay connected with customer