أثر أبعاد التسويق الالكتروني في تطوير استراتيجية الترويج الدولي

Abstract

This study aimed to explore recent developments in marketing, Which is e-marketing and to highlight its impact on development of the international promotion strategy for the Algerian food export companies, through artificial intelligence marketing, search engine marketing, digital content marketing and viral marketing, the study also analyzed the most effective dimensions for achieving success in this field. To achieve this objective, We used a descriptive and analytical methodology, by using a questionnaire designed as a tool for gathering the necessary information, and it was distributed to a sample of 155 companies, representing the entire population of the study, which includes all Algerian export companies in the food industry sector, the total of questionnaires returned and deemed valid for study and analysis were 96. To verify the hypotheses, a range of statistical methods was used with the " SPSS 25 " software. The results indicated that the dimensions of e- marketing have an impact on the development of the international promotion strategy for the Algerian exporting companies in the food industry, except for one dimension (artificial intelligence marketing) which showed no significant effect on strategy of this companies. The study also found statistically significant differences among the responses of the study population regarding the impact of the dimensions of electronic marketing on the development of the international promotion strategy of Algerian exporting food industry companies, according to their specific characteristics (company age, type of food industry, export experience/age, and the types of markets to which they export).