THE EFFECT OF ADOPTION OF DIGITAL MARKETING ON THE COMPETITIVENESS AMONG OMANI SMES

Abstract

Most noteworthy, the implementation of Digital Marketing(DM) implies the integration of organization with customers, where it utilizes the capabilities of information technologies in DM. This study focuses on investigating the effects of adoption of digital marketing on competitiveness among Omani Small and Medium Enterprises, (SMEs). Further, the study examined internal and external factors that relates to the adoption of digital marketing among Omani SMEs. The research design is descriptive, and used a mixed method included qualitative and quantitative methods. Both semi-structured interviews and structured questionnaire were applied among owner managers of Omani SMEs. The Reliability of the model is derived by SPSS software, that is high and reached 0.95 . This leads that results of questionnaire are constant for a long time. Cronbach's α value is calculated for each dimension separately. The resulting values, range between 0.693 and 0.918 and they indicate that the internal reliability of the scale used is sufficient. The CFI value of the model is 0.932 that indicates a good model fit since it is more than 0.90. The Tucker-Lewis index is 0.921, which indicates a good model fit since it is more than 0.90.