Electronic promotion and its impact on the marketing performance of Palestinian industrial companies in Ramallah and Al-Bireh Governorate

Abstract

This study aimed to explore the impact of electronic promotion on the marketing performance of industrial companies in the Ramallah and Al-Bireh Governorate. To achieve this, a descriptive and correlational approach was employed, utilizing a questionnaire as the primary data collection tool. The survey was administered to a sample of 214 industrial companies in the Ramallah and Al-Bireh region, out of a total of 484 companies, with data analyzed using the Smart-PLS4 statistical package. The findings revealed a positive correlation between electronic promotion and marketing performance, indicating that electronic promotion strategies significantly enhance marketing performance, with direct marketing being the most effective strategy. Additionally, the study identified statistically significant differences in marketing performance attributed to various respondent variables, with the exception of gender, which favored males. Similar significant differences were observed in the electronic promotion strategies employed by companies, also favoring males. The researcher recommended that Palestinian companies prioritize and adapt to digital advancements in order to keep pace with ongoing changes and effectively address the challenges of globalization. Furthermore, it is essential for these companies to engage with experienced professionals in the design of electronic promotional campaigns.