Tariq, Emad and Muhammad, Alshurideh and Iman, Akour and Sulieman, Al-Hawary (2021) The effect of digital marketing capabilities on organizational ambidexterity of the information technology sector. International Journal of Data and Network Science, 6 (2). pp. 401-408. ISSN 2561-8156
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Abstract
The aim of the study was to examine the impact of digital marketing capabilities on organizational ambidexterity by focusing on the Information Technology Sector in UAE. Data were primarily gathered through self-reported questionnaires created by Google Forms which were distributed to a purposive sample of managers at different levels via email. This study was conducted structural equation modeling (SEM) to test the hypotheses, which represents a contemporary statistical technique for testing and estimating the relationship between factors and variables. The results showed that the highest impact on organizational ambidexterity was for strategic approach and data content infrastructure, followed by integrating customers with employees, and finally the lowest impact belonged to the process of improving performance. Based on the study findings, the researcher hopes that the decision-makers and managers define all tasks, roles and work procedures in companies through digital marketing systems to improve their organizational ambidexterity and enhance their performance.
| Item Type: | Article |
|---|---|
| Keywords: | Digital Marketing, Digital Marketing Strategy |
| Faculty / Department: | Faculty of Business, Law and Criminology > Liverpool Hope Business School |
| Depositing User: | Mr Emad Tariq |
| Date Deposited: | 05 May 2023 08:27 |
| Last Modified: | 05 May 2023 08:27 |
| URI: | https://hira.hope.ac.uk/id/eprint/3767 |
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