دور التسويق الرقمي في تحقيق التفوق التنافسي في منظمات الأعمال

Abstract

This study aims to shed light on the impact of digital marketing as an independent variable and its five dimensions (attraction, immersion, learning, retention, and communication) on the superior competitive performance as a dependent variable for Algerian mobile telecommunications companies. To clarify the nature of this relationship, a questionnaire was used as a tool to collect data from customers dealing with these companies. The statistical analysis software SPSS 22 was used to analyze and extract the results. The study concluded that there is an impact of digital marketing with its various dimensions on the competitive performance of these companies, with the retention and learning dimensions being the most influential on the superior competitive performance of economic institutions