EFFECTIVENESS OF DIGITAL MARKETING: AS A NEW STRATEGY TOOL FOR VALUE OF CUSTOMER’S SERVICES PERSPECTIVE IN LIBYAN TELECOMMUNICATION INDUSTRY
DOI:
https://doi.org/10.61841/at80h818Keywords:
Digital Marketing; Digital Marketing ComponentsAbstract
Digital marketing theories, practices, and models from other industries are adopted an
applied to the local communication industry to lay the foundation for making it smart and
sustainable. Digital Marketing is growth of online shopping and increase in technological
changes business’ future.
This paper focuses on Libyan Telecommunications companies-based, in technology changes.
The greatest key in today’s technologies is to achieve a balance on both offline and online
stores and services, which is possible through customer loyalty and value in the digitalization
era. It is not only providing useful insights as customer views and also possible areas of
research which could have further value addition in terms of growing in this industry. A
descriptive approach is adopted, using an online questionnaire tool to investigate the
behavior of respondents on the current digital marketing practices and capabilities of Libyan
Telecommunication companies.
Today, many Libyan telecom companies attempt to take advantage of digital marketing
channels to provide suitable services for customers anywhere to improve their satisfaction
level. The population consisted of experts in communications industry to identify most
important of digital marketing.
In particular, in the era of digital marketing, customers have more media channels to choose
from and traditional marketing models affected heavily by Internet- smartphones and social
media-based marketing for developing new customer groups or new market segments.
Downloads
References
Al Khasawneh, M. H., O. Hujran and T. Abdrabbo (2018). "A quantitative examination of the
factors that influence users’ perceptions of trust towards using mobile banking services " Int.
Journal Internet Marketing and Advertising 12(2): 27.
Bultum, A. G. (2014). "Factors Affecting Adoption of Electronic Banking System in
Ethiopian Banking Industry." Journal of Management Information System and E-commerce
1(1).
Carter, E. (2019). "7 Components of a Successful Digital Marketing Strategy." from
Charles, K. K. S. (2015). "DETERMINANTS OF SELF SERVICE BANKING
TECHNOLOGY IN KENYA." International Journal of Management Technology 13(1): 39-
56.
Chillea, F., F. Shayob and N. Kara (2021). "The Effects of Perceived Trust and Ease of Use
on Adoption of Mobile Marketing in the Telecommunication Industry of Tanzania."
American Scientific Research Journal for Engineering, Technology, and Sciences
(ASRJETS) 76(1): 155-168.
Elgahwash, F. O. and M. B. Freeman (2013). "Self-Service Technology Banking Preferences:
Comparing Libyans’ Behaviour in Developing and Developed Countries." IJIIT.
Gachigo, S. M., J. Kahuthia and C. Muraguri (2019). "EXPLORATION INNOVATIVE
STRATEGY AND PERFORMANCE OF THE TELECOMMUNICATION INDUSTRY IN
KENYA: A CASE OF SAFARICOM PLC IN NAIROBI METROPOLIS." International
Academic Journal of Human Resource and Business Administration (IAJHRBA)
Ghotbifar, F., M. Marjani and A. Ramazani (2017). "Identifying and Assessing the factors
afficting skills gap in Digital Marketing in Communication Industry Companies "
Independent Journal of Management & Production (IJM&P). 8(1).
Hamida, A. A., F. Z. A. Razakb, A. A. Bakarc, W. Salihin and W. Abdullahc (2015). The
Effects Of Perceived Usefulness And Perceived Ease Of Use On Continuance Intention To
Use E-Government. 7th International Economics & Business Management Conference, 2016
Published by Elsevier.
Irfan, M., V. Jain, A. Parveen and N. Kumar (2021). "Factors Responsible for the Digital
Marketing Communication and Customer Loyalty: A Study of Fabindia." Mukt Shabd
Journal X(II): 16.
Jahangir, N. and N. Begum (2008). "The role of perceived usefulness, perceived ease of use,
security and privacy, and customer attitude to engender customer adaptation in the context of
electronic banking." African Journal of Business Management 2(1): 32-40.
Jain, E. and A. Yadav (2017). "Marketing and Technology: Role of Technology in Modern
Marketing." IOSR Journal of Business and Management (IOSR-JBM) 19(5): 49-53.
Khalufi, N., K. A. M. Shah and Q. Iqbal (2019). "Effectiveness of Mobile Marketing on the
Customer’s Experience in Kingdom of Saudi Arabia: A Social Media Perspective." Expert
Journal of Marketin 7(2): 100 - 111.
Khanna, D. S. (2018). "Components of Digital Marketing." from
https://www.linkedin.com/pulse/what-major-components-digital-marketing-divya-bhardwaj.
KIM, H., H. M. KIM and M. LEE (2020). "An Empirical Study of the Korean
Telecommunication Market and IoT Smart Home: Effects of Bundling Strategy on
Consumers’ Responses." Journal of Distribution Science 18(5): 15-23.
Kpahambang, M. A. and M. Majeed (2019). "Digital Marketing and Customer Satisfaction:
Strategies forMarketing Managers." ADRRI Journal of Arts and Social Sciences, Ghana
16(10 (4)): 25-41.
Low, S., F. Ullah, S. Shirowzhan, S. Sepasgozar and C. Lin Lee (2020). "Smart Digital
Marketing Capabilities for Sustainable Property Development: A Case of Malaysia."
Sustainability MDPI 12(5402).
Mandal, P. and N. Joshi (2017). "Understanding Digital Marketing Strategy." International
Journal of Scientific Research and Management (IJSRM) 5(6): 5428 - 5431.
McCloskey, D. W. (2006). "The Importance of Ease of Use, Usefulness, and Trust to Online
Consumers: An Examination of the Technology Acceptance Model with Older Consumers."
Journal of Organizational and End User Computing 18(3): 47-65.
McQuitty, S., M. Wolf and W. Ritz (2019). "Digital marketing adoption and success for
small businesses." Journal of Research in Interactive Marketing 13(2): 179-203.
Mihardjo, L. W. W. and R. A. N. Rukmana (2018). "Does Digital Leadership Impact Directly
or Indirectly on Dynamic Capability: Case on Indonesia Telecommunication Industry in
Digital Transformation?" The Journal of Social Sciences Research(2): pp: 832-841, 2018
Minculete, G. and P. Olar (2018). APPROACHES TO THE MODERN CONCEPT OF
DIGITAL MARKETING. The 24th International Conference: The Knowledge-Based
Organization. CONFERENCE PROCEEDINGS 2 ECONOMIC, SOCIAL AND
ADMINISTRATIVE APPROACHES TO THE KNOWLEDGE-BASED ORGANIZATION,
Nicolea Land Force Academy
Obukhova, A., E. Merzlyakova, I. Ershova and K. Karakulina (2020). Introduction of digital
technologies in the enterprise. E3S Web of Conferences. Russi, published by EDP Sciences. .
159.
Osmundsen, K., J. Lden and B. Bygstad (2018). Digital Transformation: Drivers, Success
Factors and Implications. The 12th Mediterranean Conference on Information Systems
MCIS, Corfu, Greece.
Prastiwi, S. K. and A. M. Rohimat (2020). "Shirkah: Performance of GoFood MSEs
Partnership: An Integration of Entrepreneurial Orientation, Marketing Capabilities, and
Brand Orientation." Journal of Economics and Business 5(3): 2503-4243 (e).
Reinartz, W., N. Wiegand and M. Imschloss (2019). "How the digital marketing affects longstanding customer needs Value." International Journal of Research in Marketing journal
homepage: www.elsevier.com/locate/ijresmar}}. .
Shareefa, M. A., A. Baabdullahb, S. Duttac, V. Kumard and Y. K. Dwivedie (2018).
"Consumer adoption of mobile banking services: An empirical examination of factors
according to adoption stages. ." Journal of Retailing and Consumer Services 43: 54 - 67.
Star, D. (2019). The SECRETS of DIGITAL MARKETING and its ROLE in GROWING
your BUSINESS, Vision E- book.
Stephan, F. (2015). "What Is Digital Service Delivery?", from
20or%20mobile.&text=These%20include%3A%20reduced%20costs%2C%20reduced,high%
20levels%20of%20customer%20service.
Stoop, E. and R. Eaves (2020). How to Choose A Digital Agency you can Trust, Vine
Digital.
Tyagi, H. (2020). "What Is Digital Marketing And Its Various Components?", from
https://www.himtyagi.com/what-is-digital-marketing/.
Wahid, N. K. A. and M. N. Mustamil (2017). "Ways to maximize the triple bottom line of the
telecommunication industry in Malaysia." Journal of Organizational Change Management
30(2): 263-280.
Wei, K. (2009). "Service quality index: A study on Malasian banks." Journal of
Contemporary Management Research 5(2): 109-124.
Wu, Y.-L. (2018). "Marketing mix, customer value, and customer loyalty in social
commerce." Internet Research 28(1): 74-104.
Yogesh, S., N. Sharaha and S. Roopan (2019). "DIGITAL MARKETING AND ITS
ANALYSIS.." International journal (Toronto, Ont.).
Downloads
Published
Issue
Section
License
Copyright (c) 2021 Author
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
