The Role of Electronic Marketing to Increase Sales and Enhancing Competitive Advantage at Deemah Company, Kingdom of Saudi Arabia

Abstract

Electronic marketing system plays vital roles in business firms to achieve their basic objective of profit maximization.  Such roles including enhancing consumers to purchase, increasing   sales volume and firms competitive advantage. This research addresses the role of electronic marketing in increasing sales and enhancing competitive advantage at Deemah Company in Saudi Arabia. A questionnaire used to collect the primary data from 101 respondents who purposively selected from the the company products consumers, while the secondary data obtained from relevant sources. The study findings revealed a statistical significant relationship between electronic marketing and enhancing consumer confidence to purchase; increased sales; and competitive advantage. The study proposed some recommendations including development and introduction of contemporary digital marketing methods to enhance consumer confidence to purchase. The Company also ensures quick customer service and responds to inquiries, which creates competitive advantage that distinguishes it from other competitors.