Digital Marketing and its Impact on Organizational Performance: A Field Study in Mobile Phone Companies in the Capital Municipality of Sana'a

Abstract

This study aimed to identify the impact of digital marketing on organizational performance in mobile phone companies in the Capital Municipality of Sana'a. The study used the descriptive analytical method. The study population consisted of (3) companies: Saba Phone, Yemen Oman United Telecommunication Company (YOU), and Yemen Mobile, comprising a total of (324) individuals. A simple random sample of (176) individuals was selected. A questionnaire was used as the data collection tool, and the data were processed using the Statistical Package for the Social Sciences (SPSS) program. The study reached several key findings, most notably: revealed that there is a statistically significant positive impact of digital marketing on organizational performance in the companies under study, with variations in the impact of the different dimensions of digital marketing on organizational performance, where the digital product dimension had the highest impact, followed by digital pricing dimension, then the digital promotion dimension. In contrast, the digital distribution dimension did not have a statistically significant impact on organizational performance. In addition, the study found that mobile phone companies in Sana'a Capital Municipality achieved a high level of organizational performance, and similarly the digital marketing was practiced at high level as well. Based on the results, the study recommended the necessity for the mobile phone companies in Sana'a Capital Municipality focus on enhancing their practice of digital marketing in its dimensions (digital product, digital pricing, digital promotion) due to its significant role in achieving organizational performance.