Stimulating E-Business Capabilities and Digital Marketing Strategies on Business Performance in E-Commerce Industry

Authors

Keywords:

E-Business, E-Commerce, Business Performance, Digital Marketing, Digital Transformation

Abstract

This study investigates how e-business capabilities and digital marketing strategies jointly influence business performance in the e-commerce industry, which has experienced unprecedented growth driven by technological advancements and changing consumer behavior. E-business capabilities encompass the use of technology and digital infrastructure, while digital marketing strategies are employed to attract and retain online customers. The study examines the effect of e-business capabilities through digital marketing strategies on the customer satisfaction and loyalty of UAE e-commerce industry. The research is descriptive and explanatory, and uses a structured 5-scale Likert questionnaire to collect data from the HR managers of 135 e-commerce companies based in UAE. The statistical analysis is performed using structural equation modeling. The findings highlight the significant relationship of the study variables. Consequently, the results of this study provide valuable insights for e-commerce businesses, elucidating the need to invest in robust e-business capabilities to support effective digital marketing efforts. Additionally, the research underscores the significance of tailoring digital marketing strategies to align with specific business objectives and customer segments. The study also contributes to the literature on digital transformation, by demonstrating how e-business capabilities and digital marketing strategies can enable e-commerce firms to adapt and thrive in the dynamic and competitive digital environment.

Author Biographies

  • Federico Del Giorgio Solfa, National University of La Plata (UNLP)

    Industrial Designer, Professor in Industrial Design, Master in International Marketing, PhD of Arts in Design, Ordinary Professor of Project Management and Permanent Professor of Masters, from the National University of La Plata (UNLP). Specialist in Public Management, National University of Tres de Febrero (UNTREF). Master in Law, Economics and Politics of the European Union, Università degli Studi di Padova (UNIPD). Professor of the Master's Degree in International Business Management at the University of Buenos Aires (UBA). Visiting Professor in the PhD in Design, University of Palermo (UP). Associate Researcher without Director, Director of Doctoral Scholarships and Co-Coordinator of the Honorary Advisory Commission on Engineering, Architecture and Technology (INART), of the Scientific Research Commission of the Province of Buenos Aires (CIC-PBA). Member of the Peer Committee on Applied Sciences of the National Commission for University Evaluation and Accreditation (CONEAU). Member of the Advisory Board of Harvard Business Review (HBR).

  • Sandra Cristina De Oliveira, São Paulo State University

    Information
    Associate Professor
    Faculty of Sciences and Engineering - FCE/Tupã
    Graduation: Administrative Course Coordinator
    Post-graduation: Master's Program in Agribusiness and Development

    Training
    Graduated in Statistics from FCT/UNESP, 1996
    Master in Computer Science and Computational Mathematics by ICMC/USP, 1999
    Professor in Computational Sciences and Computational Mathematics by ICMC/USP, 2005
    Book-Teaching in Applied Statistics for FCE/Tupã, 2017

    Tuning area
    Regression Models, Temporal Series Analysis, Reliability, Classical and Bayesian Inferences

  • Fernando Rogelio Simonato, National University of La Plata

    Public Accountant and Master in International Marketing from the Faculty of Economic Sciences of the National University of La Plata. In addition, he obtained his second MBA at the University of Texas at Dallas School of Business. He is a regular Professor of Marketing at the Faculty of Economic Sciences of the UNLP and a professor at the National University of Quilmes and at the UCA. Visiting Professor in the MBA programs of the University of Piura, in the MBA of the Universidad Privada del Valle and in the MBA of the National University of Guayaquil, APEC University. Professor of the Postgraduate in Business Management at the UTN. He has studies in Multivariate Statistics at the School of Business, University of Wisconsin. IDB Senior Consultant. He has worked at Arthur Andersen, Banco Galicia and Club Corp, and consultancy for companies such as Banco Santander Rio, Citibank, BISA and BNB, Banco de La Pampa, Femeba Salud, Wal-Mart, Esama, Carrefour, Bank of Santiago among others. In addition, he is a member of the American Marketing Association. He is a Researcher Categorized by the Incentive Program of the Ministry of Education of the Nation. Director of research projects at UNLP. Author of the books "Loyalty Marketing" by Prentice Hall and "Consumption Strategy for Millennials" Editorial Española.

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Published

2023-12-22

Issue

Vol. 3 No. 2 (2023): International Journal of Computations Information and Manufacturing (IJCIM)

Section

Articles

How to Cite

Stimulating E-Business Capabilities and Digital Marketing Strategies on Business Performance in E-Commerce Industry. (2023). International Journal of Computations, Information and Manufacturing (IJCIM), 3(2), 1-12. https://journals.gaftim.com/index.php/ijcim/article/view/298

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