E-marketing and consumer behavior in the e-commerce sector: an analytical study in light of Libyan and international legal legislation

Abstract

This study analyzes the impact of e-marketing on consumer behavior in the e-commerce sector, with a particular focus on the Libyan legal framework and comparative international legislation. The main objective is to understand how digital tools influence purchasing habits, customer loyalty, and their perception of security in a virtual environment. The results show that e-marketing exerts a moderate but significant influence on purchasing decisions. Social media appears to be the most effective channel for attracting consumer attention and stimulating product discovery. Furthermore, promotions and discounts constitute powerful incentives to encourage online purchases. However, consumer loyalty depends primarily on product quality and positive previous shopping experiences, confirming that trust and reliability are key factors for long-term retention. The study also highlights significant gaps in the legal protection of Libyan consumers. A large majority of respondents believe that current legislation does not provide sufficient protection against deceptive marketing practices and does not effectively protect their personal data. This legal weakness increases consumers' vulnerability to risks associated with digital marketing. In comparison, European and Arab legislation, such as the General Data Protection Regulation (GDPR) and Moroccan and UAE laws, offer a more robust and protective framework. Developing e-commerce in Libya requires not only the adoption of more targeted and personalized digital marketing strategies, but also the establishment of a clear and effective legislative framework. This combination would foster consumer trust and strengthen the sustainability of the digital market