The Complementary Relationship Between Information and Communication Technology Capabilities and Organizational Prowess and Their Impact on Digital Marketing: An Analytical Study of The Opinions of a Sample of Workers in Asia Cell and Zain Companies in Ir
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Abstract
For the purpose of achieving the objective of the study represented in identifying the role of information technology capabilities and organizational prowess in achieving digital marketing activities in the companies surveyed, the study adopted the descriptive analytical approach. Choosing a random sample consisting of (227) individuals from a total of (350) workers in the two researched companies, and with the aim of collecting data for the study, the researcher adopted the questionnaire as a main tool, and the researcher used a number of statistical methods to analyze the data by adopting the statistical package (SPSS).
The study reached several results, the most important of which are: the complementary relationship between information and communication technology capabilities and organizational prowess affects digital marketing. The increasing capabilities of information technology by the management of the two companies because of its clear impact on the ability of the two companies surveyed to achieve digital marketing. The two companies surveyed should also prepare an integrated marketing plan that is more consistent with the use of modern electronic technologies.
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