The Impact Of Digital Marketing Strategies On Competitive Advantage In E-Commerce Industry E-Business As A Mediator

Authors

  • Hussein Mohammed Ali AlKashkool 1, Karar Saleh Jebur Suhail 2, Nidhal Abd Allah Al-Maliki 3 1 College of administration and economics, University of Warith Al-Anbiyaa, Karbala, Iraq, 2 Business Administration Department, Al-Rafidain University College, Baghdad, Iraq. 3 College of Administration and Economics, University of Warith Alanbiyaa, Karbala, Iraq . Author

Abstract

The research aims to identify the impact of digital marketing strategies on competitive advantage through electronic business as a mediating variable. The research used structural modeling and path analysis to test the data. Models were built and tested, and data was collected using an electronic questionnaire for a sample of university teachers. The research reached a set of conclusions, the most important of which is that the mediating effect of electronic business contributes to improving the impact of digital marketing strategies on competitive advantage.

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Published

2024-01-25

Issue

Vol. 10 No. 1 (2024)

Section

Articles

How to Cite

The Impact Of Digital Marketing Strategies On Competitive Advantage In E-Commerce Industry E-Business As A Mediator. (2024). Multidisciplinary Journal of Management, Economics, and Accounting, 10(1). https://cridjournals.org/index.php/crid/article/view/91