Research on World Agricultural Economy

The Role of Digital Advertising in Shaping Consumer Behaviour for Organic Agricultural Products in Jordan: A Multi-Technique Analysis

Hassan Ali Al-Ababneh

Department of Electronic Marketing and Social Media, Zarqa University, Zarqa 13110, Jordan

A. Vasudevan

Faculty of Business and Communications, INTI International University, Persiaran Perdana BBN, Putra Nilai, Nilai, Negeri Sembilan 71800, Malaysia

Menahi Mosallam Alqahtani

Management Department, Management Science Division, Community College of Qatar, Doha 23241, Qatar

Xiaoqian Sun

Faculty of Liberal Arts, Shinawatra University, 99 Moo 10, Bangtoey, Samkhok, Pathum Thani 12160, Thailand

Suleiman Shelash

Faculty of Business and Communications, INTI International University, Persiaran Perdana BBN, Putra Nilai, Nilai, Negeri Sembilan 71800, Malaysia

Muhammad Turki Alshurideh

Department of Management, College of Business Administration, University of Sharjah, Sharjah 27272, United Arab Emirates

DOI: https://doi.org/10.36956/rwae.v6i3.1603

Received: 18 December 2024 | Revised: 18 February 2025 | Accepted: 27 February 2025 | Published Online: 25 July 2025

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Abstract

This study investigates how digital advertising in Jordan shapes consumer behaviour by conducting a multi-technique analysis: sentiment analysis, social media engagement metrics, and customer journey mapping. A mixed-methods approach has been adopted, drawing on 5,231 social media posts and comments and 321 online shoppers for customer journey mapping. The customer perceptions were extracted through sentiment analysis, the interaction on social media through engagement metrics, and the pathways from exposure to ad to purchase were outlined through customer journey mapping, drop-off points, and conversion triggers. The results indicated that interactive ads had the highest level of engagement and conversion rates compared to video and image ads. Cultural alignment and ad relevance were strong drivers of consumer interest and purchase intention. The study also identified significant drop-off points at the point of purchase across all ad formats, highlighting the need for smooth purchase journeys and personalised incentives. The analysis of the social media engagement indicated that, indeed, there was quality and targeting that affects engagement and click-throughs. The study concludes that interactive and culturally aligned digital ads are most effective in promoting organic agricultural products. The findings confirm the effectiveness of existing strategies but also present some points that need further improvement, such as drop-offs and optimisation of content design. This research provides actionable insights for marketers and adds to the growing body of literature on the role of digital advertising in influencing consumer behaviour in niche markets.

Keywords: Digital Advertising; Consumer Behaviour; Organic Agriculture; Jordan; Social Media Marketing; Customer Journey

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