The impact of digital marketing on achieving competitive advantage in Yemeni pharmaceutical companies in the capital city of Sana'a

Abstract

This study aimed to identify the impact of digital marketing across its dimensions (digital platforms, digital messages, website, and digital analytics) on achieving competitive advantage across its dimensions (cost reduction, product excellence, market share, and mental image) among Yemeni pharmaceutical manufacturing companies in the capital secretariat, Sana'a. To achieve the study's objectives and test its hypotheses, the descriptive-analytical approach was adopted, and a questionnaire was employed as a data collection tool from the study sample, which consisted of (228) individuals. A total of (200) questionnaires were processed, representing a response rate of (87.7%) of the distributed questionnaires. The study yielded a number of findings, the most notable of which are: the Yemeni pharmaceutical companies achieved a "high" level of competitive advantage, with the mental image dimension receiving a "very high" rating, followed by the cost reduction dimension at a "high" level. The results also showed that the digital platforms dimension exerted the most significant influence and contribution to achieving competitive advantage, followed by the digital messages dimension, then the website, and finally digital analytics. Furthermore, the results demonstrated a statistically significant effect of digital marketing across all its dimensions collectively on achieving competitive advantage across all its dimensions collectively, with digital marketing explaining (70.6%) of the variance in the level of competitive advantage achieved by Yemeni pharmaceutical manufacturing companies.