COVID-19 first spread to other parts of the world at an extraordinary speed in December 2019. Countries closed their borders and businesses, and implemented full or partial quarantines. In this context, digital marketing was heavily used by organizations to target customers, including high-involvement products such as real estate, cars, and servers. Today, in response to the multiple waves of the pandemic, consumers have turned to new behavioral patterns for a considerable period of time. The purpose of this study is to investigate the impact of uncertainty about product hygiene after the outbreak of COVID-19 on consumer behavior, with the mediating role of e-marketing. The target population of this study is Digikala customers, which is considered unlimited due to the wide range of the target population. Due to the unlimited nature of the target population, 384 managers and employees were selected as a sample based on the Morgan table. A standard questionnaire was used to collect data. In this study, the structural equation modeling approach was used by the PLS software to test the hypotheses. The results showed that uncertainty about product hygiene after the outbreak of COVID-19 has an impact on consumer behavior with the mediating role of e-marketing. E-marketing after the outbreak of COVID-19 has an impact on consumer behavior. Uncertainty about product hygiene after the outbreak of COVID-19 has an impact on e-marketing. Uncertainty about product hygiene after the outbreak of COVID-19 has an impact on consumer behavior.
