مجلة بحوث الإدارة والاقتصاد
Volume 6, Numéro 2, Pages 508-525
2024-06-20
Digital Marketing And Its Impact On Smes International Expansion In Algeria
Authors : Bensaad Kahina . Annabi Benaissa .
Abstract
Globalization has converted the entire world into a single market where individuals and companies can conduct any kind of business. The breakthrough of the Internet provided endless opportunities for companies; especially SMEs; to create new ways of online selling and seek out new marketing techniques. Digital marketing is a growing trend day by day, despite the fact that the internet has been shown to support parts of internalization, there is a lack of understanding of how the internet, combined with marketing capabilities, supports worldwide market expansion. The purpose of this article is to investigate the impact of digital marketing factors on SMEs competitive advantage and therefore their international expansion. To complete this research, a questionnaire was conducted and distributed among target sample to measure the relationship between the variables using SPSS. The findings of this study clearly demonstrate that digital marketing positively impacts SMEs internationalization and their competitive advantage
Keywords
Digital marketing ; SMEs ; Competitive advantage ; Internationalization
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