The Role or Effectiveness of Digital Marketing on Entrepreneurship in Saudi Arabia

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Background 

Marketing is a key and vital ingredient of success in the entrepreneurial world, especially with increasingly spreading adoption of digital and social media platforms (Bizhanova, Mamyrbekov, Umarov, Orazymbetova, & Khairullaeva, 2019). The entrepreneurial process connects the nodes of digital business models, digital determinants and digital marketing for bringing digital transformation at all levels of the firm. In these modern times, the digital transformation is inevitable process that can be considered as a reactive step as well as a vital recipe for successful entrepreneurial process (Satalkina & Steiner, 2020).  

Entrepreneurship was developed as a product of capitalism by the economists considering it as fourth factor of production (Fiore, Niehm, Hurst, Son, & Sadachar., 2013). Embedding the digital marketing in the entrepreneurial system has been influenced by the need for establishing stronger brand-consumer relationship and effectively identifying the consumer relationships. Digital marketing can allow the entrepreneurs in attracting the attention of consumers through utilizing the reviews, promotion, explanation and analysis of consumer behavior (Geho & Dangelo, 2012). It has been affecting the sales and improving the number of customers through utilization of commercial tendencies (Fiore et al., 2013). 

Digitalization in Saudi Arabia has also enabled the opportunities for transforming the business models, behavioral patterns and resource utilization patterns much recently (Mahmud, 2020). It has been identified as an important factor for bringing the disruptive evolution in the entrepreneurial business structures in Saudi Arabia. The digitizing processes in marketing have also brought in new properties including communicability, addressability, sensibility, traceability and programmability in the business segment (Saud, Abdullah, & Khan, 2013). 

Digital marketing tools, as a part of digitalization trend, have progressed with development of IT, e-marketing platforms and social media emergence. E-marketing has shifted the focus of entrepreneurs towards thinking from customers’ end as compared to thinking from suppliers’ end (Giones & Brem, 2017). Emergence of new technologies and communicative platforms like social media has allowed entrepreneurs to build new business models that utilize digital technologies for promoting their products, capturing new customers and facilitating the existing ones. For entrepreneurs, the digital marketing trend has become a channel of achieving mass marketing at a relatively low cost (Standing & Mattsson., 2019). In order to increase customer engagement, the entrepreneurs are choosing digital strategy so that their customers can stay satisfied for long term (Sussan & Acso, 2017). 

In the given research, the digital disruption theory (DDT) will also be utilized for understanding the impact of digitalization on entrepreneurs in KSA (Mahmud, 2020). DDT is defined as the creation of marketing offerings that are based on digital technology (Nambisan, Lyytinen, Majchrzak, & Song, 2017). Furthermore, it is also defined as the network of digital technologies that can provide a foundation for establishing digital business models and capturing high value. Thus, this research will be testing the theory of the digital disruption (and the tools of digital marketing) caused through digital transformation by entrepreneurs in Saudi Arabia. 

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