Abstract: This study aimed to identify the impact of electronic promotion on enhancing the mental image of mall customers in Amman Governorate. The study used the descriptive approach in the style of surveying all mall customers in the city of Amman, which consists of 5 five malls, namely: (Cozmo, Emran Mall, Sameh Mall, Careem Hypermarket, and Safeway). The study sample consisted of 435 mall visitors in Amman Governorate, selected by a simple random sampling. The study tool was the questionnaire, and it was distributed electronically due to the Coronavirus pandemic. Several statistical methods were used, such as the variance inflation factor test and the allowable variance. The results showed that there is an impact of electronic promotion and all its elements (Electronic Advertising, Social Media, Email Marketing) on enhancing the mental image of customers of stores (malls) in the city of Amman. It also showed that there are no statistically significant differences in the effect of electronic promotion components (combined) in enhancing the mental image of employees working with customers of retail stores (malls) in the city of Amman due to the demographic variables of the study sample members (age, social diversity, work experience, job title, qualification scientific). The study recommended the necessity of continuing to use electronic promotion to enhance the mental image of retail store customers, and to motivate workers in retail stores to use electronic promotion in their work to improve customers’ mental image of the store.

Keywords: E-Advertising, Social Media, Email Marketing, Mental Image, Amman, Consumer Behavior

Pages: 392-401