Abstract
The advent of digital marketing has replaced traditional marketing and shed a great impact on the global economic paradigm. Digital market helps to flourish the service sector by offering the customers desired products. Therefore, the aim of this study is to examine the impact of digital marketing capabilities on business performance enhancement in the United Arab Emirate (UAE) insurance sector. This study used the cross-sectional survey questionnaire method for data collection. This study empirically validated that digital marketing capabilities have a significant impact on business performance enhancement by using the partial least square-structural equation modeling analysis. The findings of this study will be helpful for the regulators and policymakers to design a policy to enhance the business performance by using the means of digital marketing.
Highlights
The advent of digital marketing has changed the global economic paradigm and the supremacy of consumer power has increased (Buttle & Maklan, 2019)
Digital marketing is booming in conjunction with the widespread expansion of digital technology, including smartphones, intelligent products, the Internet of things, and artificial intelligence (AI) (Berg, Burg, Gombović, & Puri, 2020; Jianjun et al, 2021), this has a strong effect on business performance and it is contributing to reshaping the future marketing strategy (Buttle & Maklan, 2019)
Whereas much of existing research is concentrated on Western markets and on conventional marketing tools, this study examines the effects of digital marketing on final outcomes in the context of business performance in United Arab Emirate (UAE)
Summary
The advent of digital marketing has changed the global economic paradigm and the supremacy of consumer power has increased (Buttle & Maklan, 2019). Digital technology has increased the rivalry between businesses (Korkpoe & Nyarku, 2013). Digital technology has changed the communication between businesses, audiences, and several other organizations. Digital marketing is booming in conjunction with the widespread expansion of digital technology, including smartphones, intelligent products, the Internet of things, and artificial intelligence (AI) (Berg, Burg, Gombović, & Puri, 2020; Jianjun et al, 2021), this has a strong effect on business performance and it is contributing to reshaping the future marketing strategy (Buttle & Maklan, 2019). The emergence of digital technologies facilitates the customers to get access to services wherever and whenever by login into the webpage of the organization, background with service content, graphs (Gabriel & Kolapo, 2015)
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