Evaluating the level of Application of Digital Marketing Dimensions in Telecommunications Companies in Syria (A field Study at Syriatel and MTN companies in Latakia)
Keywords:
Digital marketing - dimension attraction - dimension communication – dimension engagement - dimension learning– dimension retention - telecommunications companies - Lattakia Governorate.Abstract
The research aimed to evaluate the level of application of digital marketing dimensions in telecommunications companies (Syriatel and MTN) in Latakia Governorate, where the researcher relied on studying five basic dimensions of digital marketing (attraction dimension - communication dimension - participation dimension - learning dimension - retention dimension). The researcher relied on the descriptive approach, and used the facilitated sampling method for the study population by distributing a questionnaire to workers in telecommunications companies (senior management - middle management - operational management) in Lattakia Governorate, Its size reached (114) single items which was retrieved and fully analyzed through the SPSS program, and to test the study hypotheses. The researcher used the Student's T test for one sample.
The research found a high level of application of digital marketing dimensions in the telecommunications companies under study, represented by (attraction - communication - participation - learning - retention). The research concluded with a set of recommendations related to the need to develop and improve the dimensions of digital marketing in line with developments in digital technology, and the need for the companies under study to provide effective digital content about the services provided and highlight their value.
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