Persuasive strategies used in e-marketing applications

Interest in e-marketing applications for organizing the buying and selling process has been noticeably increasing and is becoming more relied upon by the public. The volume of purchases and interaction with the applications is determined by how the product is presented. E-marketing applications play an effective role in the buying and selling process, especially in the current era of digital transformation worldwide.
This underscores the importance of researching the persuasive strategies used in e-marketing applications. The study aims to examine the role of these persuasive strategies, their impact on the audience in terms of interaction, the extent to which the message reaches the target audience, and finally, the level of persuasion and purchase on these applications.
The objectives of this research are to identify the persuasive strategies used in e-marketing applications. The study's questions are:
What are the persuasive strategies used in e-marketing applications?
What are the reasons for choosing e-marketing applications for purchases?
To what extent do users rely on e-marketing applications?
What are the reasons for preferring e-marketing applications?
What are the attraction elements within e-marketing applications?
The researcher relied on the Media Richness Theory, which defines richness as the actions that help clarify ambiguous issues to enhance understanding promptly. The study is descriptive and focuses on e-marketing applications (Menus, Talabat, Waffarha, Instashop, Breadfast, Mrsool, Rabbit) and the posts shared and published on these applications.